shantomo.com

When a company/organization is requesting creative services, it is not uncommon for graphic designers to encounter ethical and unethical practices. The unethical way is by asking the designer to do spec work. The ethical way is by requesting an estimate and/or proposal (for paid work), RFP (short for Request for Proposals, when doing a contest), or request for pro bono work. However, at the end of the day, it is up to the graphic designer to make the call on the unethical clients.

What is spec work and why is it wrong?
Spec (short for speculative) work as defined by NO!SPEC is basically any requested work for which a fair and reasonable fee has not been agreed upon, preferably in writing. It is unethical to ask a graphic designer to do spec work because you are asking him/her to invest his/her time and resources without guaranteeing payment or compensation. Here are some case studies of spec work and ‘demonstrated quality’ approach.

Spec work does not only hurt the designer, it also hurts the company/organization’s business. How? Most likely, the final design will not be an effective solution to the company/organization’s problem. Here are more reasons offered by NO!SPEC and GDC of why it is unwise to request spec work. The Institute of Communications and Advertising has a guide to choose the right marketing communications partner.

What about design contests?
Design contests has become a popular way of seeking out a new logo design, advertisment, brochure, or any other marketing/communications collateral. The intent of the contest is to find a solution to a problem in an inexpensive way by having dozens, even hundreds of creatives submitting their individually developed designs then selecting a “winner” and compensating them for their work. While the company/organization gets to see a variety of ideas proposed, the end result is a gamble and maybe reflect the image of the company/organization. If you are a company/organization looking for creative services, here’s what you can do to modify your competition rules or you can also do this.

If you are a graphic designer, most likely you have encounter spec work (often masquerading in design contests) at least once if not more in your career and/or have heard of your fellow professionals’ horror stories. The reality is spec work thrives on the ignorance/indifference of graphic designers of what spec work is and find themselves agreeing to work with no guarantee on compensation/payment. Maybe you’re just starting out (lacking experience and portfolio items) or strap for cash, but really, is it wise to answer those “design contests” and put your integrity, reputation and work ethic at risk? Most if not all members of design organizations is forbidden to enggage in spec work. I know that Society of Graphic Designers of Canada (GDC), binds its members to the Code of Ethics and Professional Conduct for Graphic Designers, which forbids him/her to take part in spec work. This is also the case with Registered Designers of Ontario (RGD Ontario).

Pro Bono, I’ve heard that word, but what is it?
Pro Bono as defined by NO!SPEC is providing a service without compensation - basically a donation of your services for free or in some cases, for a reduced fee that covers basic expenses. If a graphic designer is looking a way to boost his/her portfolio, this is an excellent course to pursue.

Maybe you’re a non-profit organization in need of Pro Bono work or a designer who would like to contribute to the community while building his/her portfolio. If you’re a designer interested in doing Pro Bono work, Creative business is able to offer you some guideline to help you consider what is appropriate. RGD Ontario also has PDF guides to Pro Bono work both for the Designer as well as the Non-Profit Organization.

So, how is spec and Pro Bono work is different?
The main difference between Pro Bono and Spec is on the nature of the inexistence of (monetary) compensation. At the end of the day, when an company/organization requests the designer to do spec work, they are ultimately saying to the designer that “My project isn’t important enough to hire a professional who will take the time to understand my situation and goals and invest the time needed to create a suitable solution” (Elisabetta Bruno, NO!SPEC). The company/organization then does not understand the value of design and its ability to help achieve their goals.

On the other hand, Pro Bono work is a request for donations in form of creative services. The designer can provide the estimate value of his/her/their services and thus donation to the organization. Preferably, there is also a written agreement that outlines the services, etc. that the organization receives.