Independent designers have long bemoaned the practice of spec (speculative) work. Most consider it unfair—some would even go so far as to say unethical—and yet, the practice remains somewhat common. In today's economy, even organizations that ordinarily would never ask for spec work may be tempted to do so.
Spec work is work done for free with the hope of being paid later—in other words, for the client’s speculation. It's easy to see the disadvantages of spec work from the designer's point of view. What may not be so obvious is that spec work can also lead to less than optimal results for associations. Here's why:
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Spec work encourages a shallow understanding of the association's needs. The design process is a collaborative effort between client and designer. When multiple designers are involved in a spec assignment, the client is rarely available to engage with them in a way that produces high-quality results."Design becomes an end product, devoid of the process that yields the best work," says Jeff Dever of Dever Designs. "Design is essentially reduced to a commodity. When this happens, design is purchased on the basis of price over creativity and quality."
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Spec work engenders distrust between designer and association. Designers need associations to engage fully with them and be forthcoming with all their requirements, ideas, and goals. Associations need designers who are fully committed and bring their best resources and abilities to the table. Typical spec arrangements don't leave room for the relationship to flourish in this way.
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Spec work lowers the overall quality of design work. In spec work, designers can't count on their work being chosen by the association. The work requires the designer to invest time and resources with no guarantee of payment. To make up for the potential income loss they take on more work, which dilutes their focus and attention. A business arrangement that allows for appropriate compensation means the designer can focus fully on the association’s needs and produce excellent work.
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Spec work may pose a legal risk for associations. Spec agreements are seldom as carefully crafted as a regular contract. With less skin in the game, designers may not be as careful about trademark and trade-dress issues. Infringements can end up putting the association in legal hot water. One might also wonder if the association has legal right to use the work.
Stacey L. Bell of Bell Communications is editor in chief and publisher of several trade association publications. She summarizes the issue this way: "I have never engaged in the practice of spec work. I've always operated under the auspices of The Golden Rule—I treat others the way I would like to be treated. I believe that the best work results when an atmosphere of integrity, respect and mutual regard is created.
"Spec work simply isn't a good foundation for strong relationship building," she continues. "As an editor, I would not edit articles for a publication for free in the hopes that they would hire me."
When searching for a graphic designer, do your homework—ask your association colleagues for referrals; check out the designer’s online portfolio; set up a face-to-face meeting with your prospect(s)—then actually hire one and work together to create your vision. The end result will be well worth it.
What do you think? We would love to hear from associations who have an opinion on spec work.
