By Spencer Harrison
Recently in my coworking space at
Hub Melbourne
I have witnessed more and more small businesses looking to 99designs
and crowdsourcing sites for their design needs. Time and time again I
have explained to people that this is not the best way to get effective
design and so thought it was time to finally write up in a blog post why
crowdsourcing is bad for you and how you can find and work with a REAL
designer. With many of my current clients that have used 99designs in
the past I have to spend a lot of time redoing or fixing their logos and
designs as there are many problems with what they received. This leads
to greater costs for them as they have to effectively pay twice for the
logo, once to design and once to fix or redesign it. All these problems
could have been avoided in the first place if they found a local
designer and worked one on one with them on their design.
Below are some of the reasons that crowdsourcing is not an effective option and some of the problems that are often encountered:
Effort and time spent:
In order for a designer to make a living on a platform like 99
designs they have to be able to do many many logos for many competitions
as the odds of them ‘winning’ are low. Because of this they pump out
designs and spend as little time as possible on entries submitted as
there is no guarantee that they will be paid. For you, yes you get many
options, but the effort, research and attention to detail in those logos
will not be there. The best designs come from strong original ideas
which require research (e.g into competitors, the market, the target
audience etc), time and thought in order to come up with that suits your
business.
Copyright infringement:
Time and time again I have seen people get logos 99designs they were
happy with only to find that ideas and parts of the logo are direct
copies of other peoples logos (rendering them unusable). Once again with
designers on 99 designs spending as little time as possible on the
logos they go looking at other people work and copying part of logos and
designs they find online. Working with a reputable local designer you
will avoid the risk of this happening and ensure you get an original
design that is not plagarised.
Quality and attention to detail:
I have seen many crowdsourced logos that are poorly drawn with poor
attention to the fine details of the logo. This might be fine when the
logo is small or on a website but when you go to use it in other mediums
or blown up bigger (e.g on a banner) it can cause problems as these
rough details become apparent.
Different cultural context:
In many cases design works best when designed by someone familiar
with the cultural context and business environment in which it will be
used and displayed. Many designers on 99design and other crowdsourced
sites are based in countries with lower cost of living (due to the low
pay rates!) which means there may be language and cultural barriers
involved. Of course there is argument that design should be universal
but there will always be cultural factors and influences involved that
impact the design outcome.
Experience:
Anyone can participate in 99designs no matter their training, level
of experience or knowledge of design. This means that a Highschool
student or anyone with a copy of photoshop could potentially be
designing your logo. These people lack skills and experience in areas
such as typography (e.g vertical type, squishing letters together, bad
legibility), print production (e.g incorrect specification of colors,
wrong file formats) and general knowledge of the proper design process.
Cost:
You may think you are saving money using a crowdsourcing platform but
in the long run it can end up costing you more. From what I have seen
around the Hub and through my clients they pay on average $300-500 for
their crowdsourced logo. Later on when that logo needs to be fixed or
they find it does not work as they wished they have to pay more to
people like me to fix it or redesign it which costs them even more! For
more around the $500-1000 mark you can find a young local designer or
freelancer to work one on one with you and develop a bespoke, well
thought out, high quality logo for you. If you consider the value added
to your business from a well thought out design that speaks to YOUR
customers the small additional cost will come back many times in
additional income for your business.
So if moving away from crowdsourcing as an option where does this leave you?
Here is a bit of info on how to find a good designer and the process in working with them:
1) Find a freelancer/small studio locally if possible. Ask around,
get referrals from people who have worked with them before. You can find
their folios of work online or email them to send a PDF of their work.
Additional things to consider might be; Do they deliver on time? Do they
reply promptly to emails? Were they nice to deal with?…These things can
make your like a whole lot easier and mean you can focus on running
your business.
2) Put together a design brief to send to the designer for a quote.
Here is a great list of the type of info you can put in a brief:
http://justcreative.com/2008/09/26/how-to-write-an-effective-design-brief/
As with anything you can shop around and get a couple quotes from a
couple designers. Just remember sometimes it can be better to pay a
little more if you know (through referrals) that they are good to deal
with and produce good quality work.
3) Normally once a quote is approved the designer will ask for a
deposit up front (30-50%) to ensure that both parties are committed.
This also assists in the cashflow for both parties which can be a killer
for small businesses! If you are worried about your own cash flow ask
if you can break the payments up into milestone payments (e.g on
delivery of first concepts) to reduce the total lump sum payment
required.
4) The designer will then work on your design and normally present
several concepts to you (on which they would generally spend a decent
amount of time, thought and care developing) and then work with you to
determine if these designs match your objectives and how they can be
improved.
5) The designer will then take that feedback and further finesse the
design, working with you to develop something you are happy with and is
appropriate for your business and target audience.
6) Finally they will deliver to you a logo/design in high quality
formats (normally EPS, PDF, JPEG and PNG) and in CMYK color (for print),
RGB color (for online) and B&W that you can use on any application
needed. They will then send you an invoice for any outstanding payment
(Which we LOVE love love if you pay promptly as cashflow can be tough
for a freelancer!) and hopefully everyone is happy!
Design really is an iterative, conversational process involving a
close trusting relationship between the designer and the client with the
back and forth of ideas and input leading to design that is effective
for your business.
Ask yourself is it worth skimping a couple hundred dollars now for a
design that might not be as effective as an original well thought out
one and which you may have to pay more for to fix in the future. Working
one on one with a designer ensure that both parties get more value and
are able to work effectively together. Forming a closer relationship
with a designer also means that they will get to understand you and your
business better so the more you work with them the better the design
work will get!
If you still aren’t convinced here are a few more viewpoints on why
99designs and crowdsourced design is bad for the designer and bad for
the client:
http://headspacedesign.ca/index.php/blog/entry/99designs-hacks-and-cheapskates-unite/
http://thedeependdesign.com/why-crowdsourcing-is-bad-for-design/
http://fortyagency.com/insights/crowdsourcing-your-brand
http://spyrestudios.com/6-reasons-crowdsourcing-and-spec-work-sucks/