The Price of Creativity: How Designers are Being Cheapened By the Internet
There is a bit of a conundrum going on in the creative professional community. The problem? The Internet is seemingly cheapening the efforts of high-profile designers, programmers, and other similar jobs on the Web. It’s a global issue, and it is likely only to get worse!
What really sparked this controversy is another recent controversy that surrounded the historic and memorable GAP logo. The company had decided to change its brand and identity with a refresh of its logo. But it was a disaster and nothing more. The logo failed to impress anyone, and even I was shocked at how poorly it was executed. But I wasn’t the only one that noticed.
The whole Internet seemingly took notice, and even people who would not typically be interested in this type of discussion jumped in to voice their opinion about the disgust of the change. Clearly, Gap had made a huge mistake, which the company acknowledged.
Rightfully, Gap had intended to go back to the drawing board, and they did. So the crisis was averted, right? No… not quite.
Things got even more chaotic after Gap stated that they would hold a contest on their Facebook account, where they asked users to submit logo ideas and designs. This is a task normally handled by a professional in brand identity, who would do the necessary research and brainstorming with the company to design a brand identity that would be suited for the company. These designers take pride in their work, and they expect to be compensated for it as well. But the route that Gap was taking would avoid them altogether — the creative community took notice.
There was an immediate uproar from the design community about Gap’s attempt to forego the traditional process from which developing a brand identity is usually done. This is actually quite common on some websites, where people bid or simply submit logo designs for a client and then the client chooses the winner and pays for the rights to the logo. Admittedly, this might be great for a small business who simply can’t invest the time and resources into hiring a designer to do the job, but that alone still creates controversy from the design community.
Regardless, Gap is not a small or even medium sized business. Gap is a huge corporation with stores around the globe. Surely they can afford to hire a professional to do the work. But they didn’t. And it appears that the design community took that as a slap in the face. Not only because it seemingly discredits the efforts of professional designers, but that could have set a trend where other large companies opt to forego the design process altogether.
Worldwide Competition (aka Outsourcing)
There is no beating around the bush on this issue: the whole design contest thing seems to stem from those attempting to capitalize on outsourcing. Many designers, who are great in their own right, originate from countries like India, Singapore, and other developing countries. They are willing to do design work for much cheaper than what you might expect in other countries in the Americas and Europe. So many companies opt to go that route. And I’m sure they will continue to do so in greater amounts. So how will designers cope with these trends? Will designers be forced to lower rates and work for less because of the increase in global competition? Will they, too, be forced to compete for work without necessarily being compensated for their efforts in design competitions? Will they simply forge ahead and continue the grind? I can’t answer these questions, because I am not a designer. I am merely one who appreciates good design and enjoys it as a hobby. But I can’t even begin to imagine what thoughts would be going through my mind if freelance design was my career choice. It seems like things are bound to get tougher, as competition increases and access to that competition becomes more apparent through Internet services.
But this is a potential issue for all creative professionals. Web designers must compete with open source platforms that continue to grow more powerful and easier to install with increasing options in themes and designs being distributed for free. Visual effects and motion graphic artists must compete with the worldwide interest in the arts, where those without college education and with plenty of time on their hands can create work comparable to those with the best education money can buy. Music production studios can be created for a few hundred dollars, instead of the thousands it used to require a decade ago. Skills can be acquired, as long as the determination and drive is there.
So those who have been in the creative industry for years might need to accept that things are changing. And it is mostly in part because now everyone is facing worldwide competition; the Internet is the largest contributing factor to these developments. The playing field continues to level out. And while I have faith that many will be able to adjust, I’m sure that there will be many who won’t.
Have you got a story about how the design industry is being cheapened by the internet? Share it with everyone in our comments section.
This is an interesting article. I can see how some designers may get taken for granted.
This is a great read and it’s a shame that designers are being taken for granted like this. Here in South Africa tends to take web designer even more cheaper than any other industry and because the web is booming, guys like ope a company and charge company rates.
This is a real shame because it is design that runs the world.
I’m not threatened by contests. I’ll even go as far as to say they’ve enhanced the value of my services. Yes, someone can go the cheap route, end up with junk (be it a website, a logo, etc). But some of them see the light. They then come to me to do it right and with a renewed respect for what an experienced “born and raised in USA” branding expert can really do for their company. I’ve fixed a lot of these crowd source/outsourcing disasters.
But they are a lot of crappy, unprofessional, unresponsive American designers too. I’ve had to fix some pretty shockingly bad work, that the client grossly overpaid for, and the designer was just a pain in the ass to deal with to boot.
Truth be told, a lot of American designers cannot match the quality and professionalism of a $150 crowd sourced identity package from some 21 year old kid in Pakistan.
Personally I hope this ultimately wipes out the wannabe locals. If you cannot provide graphic design services that are at least on par with India, Pakistan or South America designers, and with all your advantages of being born and raised in the largest economy(with the most hyperactive and competitive consumer culture on the planet) you cannot provide superior marketing and branding insight, then you don’t deserve any clients.
Seriously. if you cannot craft a better brand for an American business than a $150 crowd sourced solution, you have more problems than dealing with price pressure from outsourcing.
Only designers who view their work as a commodity have anything to fear because commodities SHOULD by sourced as cheaply as possible. No one pays a premium for a commodity.
True, no one pays a premium for a commodity.
what a great read!
What you said is a real concern to design agencies who charge a rediculace amounts of money. Looks like these days of lavish life will come to an end soon. As a designer I am one of those who is really taking advantage of this social media and most of my clients reach me through my facebook profile or my blog also I have a great stable job as an art director in a huge firm. What you said are facts and designers must take sides in this battle. We designers need branding awareness to make people appreciate what we do more.
Nice article James.
I agree with tydunitz, while I certainly see ‘design’ contests’ as a bane, I never participate in them, and I rarely feel them to be a threat to my freelance business. I have routinely had clients try and pit me and my services against ‘free’ or ‘craigslist’ services, more often than not, they are approaching these projects from an position of ignorance. I do not mean this in a derogatory manner, it is up to us as designers, developers, and in general creative types to educate to a certain extent the potential client base. There is an overall lack of what value a professionally designed logo or website has. To the client, we’ve already got the software and the computer, so we have NO current costs. Whenever given the opportunity, I go out of my way to explain to my potential clients exactly why what I do doesn’t come from a contest.
All of that said, I “acquired” a cost breakdown from one of those firms that J. Jeffryes mentioned. $500k for a logo, that was merely a text ‘treatment’ that, at best was a stretch for it to have taken anymore than 30min on Illustrator, and a font library. It was grossly offensive, regardless of what potential revenue the company could make with the brand.