How spec work can harm your business

Posted Saturday, 6 February 2010  |  Category:  Branding and marketing ideas  |  Comments  | 

Back in the day, when Helios Design was still very young, we came across a prospective client who sent us the following request:

I'm interested in working with you. Please send me three different design concepts for my website. Based on the quality of ideas provided, I'll decide whether I will go with you or not.

These are warning bells for your typical designer. "Spec work" (essentially design work done for free as part of project pitching) can damaging to both parties – designer and client – for the following reasons:

a. It reduces design to an arbitrary "hit or miss" game among competing agencies.
b. It goes against the fundamental principle of design – taking a client brief and translating it into visual format. Without the proper consultation and research phases, designers work in a ‘vacuum’.
c. Spec work drives up prices – other clients have to pick up the tab for time on unsuccessful spec work.
d. Spec clients are often left with mediocre work.
e. Lastly, there are ethical concerns. Nothing stops a client from taking free spec work, handing it over to their nephew and asking them to recreate it "with a few slight modifications".

1. Comparing the two

Here is a quick comparison between spec work and proper compensated design:

2. Still apprehensive?

For those unsure about partnering with a new agency, rather:

a. Judge a design company by the quality of their existing portfolio – ask for additional design references if necessary
b. Arrange a face to face meeting to get to know the design team and ascertain the ‘chemistry’
c. Be very specific in your initial brief – share your vision, needs, brand objectives and visual likes and dislikes from the beginning.
d. Provide constructive feedback during the design process 

Speculative work has become such a wide-spread problem in the design industry that various anti-spec campaigns have sprung up. One such example is No Spec, an organization that serves as a vehicle to "unite those who support the notion that spec work devalues the potential of design and ultimately does a disservice to the client." They provide a range of resources, from articles to petitions to anti-spec merchandise. 

In summary, spec work isn't worth it – it harms the design industry and leaves the client with sub-standard work.

Do the right thing. Just say no.