Spec Work, Just Say No

June 2, 2010

Recently I was flipping through the latest issue of Communications Arts when I happened upon an article by DK Holland concerning ethics that scared the bejesus out of me.

It’s Not News.

The article referred to a certain Web site, which shall remain nameless, where any person can upload a “design solution” based on a brief. Now, I know this isn’t a news flash to the design community, but I feel so compelled to let it be known that I do not support spec work and here’s why.

You Love Working for Free, Right?

Spec work is short for speculative work.

Speculative work usually goes something like this: A client asks a designer to provide complete mock ups based on a little information about a project. If the client likes a mock up, the client will pay for that mock up alone, or hire the designer for more work. The designer is gambling that the client will like the work they do and hire them later.

The definition of speculative according to my Mac OS dictionary is:

1. engaged in, expressing, or based on conjecture rather than knowledge.
2. (of an investment) involving a high risk of loss.
   1. (of a business venture) undertaken on the chance of success, without a preexisting contract.

Imagine a world where everyone worked on spec. The carpet guy comes to my house and I say, “Surprise me.” After hours of pulling up the old carpet and laying down new materials, I look down to the purple carpet he thought would look great with my green walls, and I say, “Nope, doesn’t work for me, goodbye.” How long would any business survive that?

Engaging in spec work means a designer works for free. All the time spent contemplating ideas, doing research and creating the mock up will be done without pay. Meanwhile, since there is no contract between the client and the designer, the client can walk away with solutions, and never have to pay a dime.

Design, What Is It Good For?

The idea of spec work implies that a designer doesn’t need to know the details of the client’s business, brand, products, or culture. Spec work implies that there is no value attributed to design itself, the designer, or the relationship fostered between client and designer. Design may or may not persuade customers to use the client’s Web site, buy their products, or be engaged with their brand.

When a designer engages in spec work, they devalue themselves, other designers, and the profession as a whole. They affirm that they are not worth paying for their ideas, creativity or experience. That is why spec work is wrong.

Show and Tell

I avoid spec work by showing what I’ve done in the past. I have a whole portfolio full of solutions. I have 10 years of experience, good word of mouth, and a friendly attitude of service. This should be enough to convince someone to hire me. I deserve to be paid for any and all work I do for a client. If I have listened and done my homework, then I will retain the business. If I suck, then I will loose business.

But I Need to Eat!

I know I’ve heard this before: “But I need to eat! I had to do some spec work for this great client that maybe was going to pay me a lot of money someday.” Resist the temptation. Even students starting out should have enough training and student work to be hirable. Give yourself value and any respectable business will too.

A good way to build a portfolio is to think about doing some pro-bono work for a non-profit organization. The understanding is that the work is donated, and instead of stabbing in the dark for solutions, the designer would engage in a relationship with the non-profit and provide solutions fitted to the problem.

Run, Run Far Away

I value what I do and the design profession as a craft that provides a valuable service to businesses and individuals. I encourage all designers, students, or seasoned professionals to run away as fast as possible from any business that asks a designer to work for free. This includes sites that encourage uploading canned logos, templates, and icons. The designer does not retain the rights to their work, and thus has no control over when and how their work will eventually be used, nor will they be paid the true worth of that work.

If I haven’t been compelling enough, here are some links about spec work from the NO!SPEC campaign.

• What is spec work?
• 10 Reasons to ponder
• Pro Bono work: When does it make sense?