One of the things that the Graphic Design industry is facing right now is a plummeting on the perceived value of what we provide, mainly due to the availability of software to the general public, and to offshore outsourcing. This isn’t just effecting Designers, but also other parallel industries such as photography. Anyone can go to Best Buy and purchase a nice camera for under 1500.00, and snap a good shot. I did – anyone who follows my posts know I love taking pics of my kids, and other random things. I’ve been told on several occasions that I should become a photographer professionally, based on what I post.
However, I always have the same reply to this. I’m a good amateur, and that is vastly different than a trained professional. As a good amateur photographer, I can use the equipment I have an make something look great under the right circumstances. In other words, I get lucky. A trained professional though, can not only do it consistently, but has the training and experience to know when to use what tools in the right situation.
As an example, a new company needs a logo, print ads, a website plus photography to sell themselves to the world. They can go two routes. There are several pieces to this that only a trained professional will know to consider:
Design (the three design specialties may overlap into one person [shameless plug for me BTW
], but I’m breaking it down for the example)
The Identity designer will know that the logo must be appropriate to the audience, and boil down the key thoughts into an easily remembered graphic, that will produce will at any size ranging from business card to bill board, from print to web
The print designer will consider the ad size, whether it’s black and white, again, who will be looking at it, and even the paper it will be printed on.
The web designer will consider Browser compatibility, accessibility for disabled persons, and the appropriate technology
Photography:
The photographer will consider the audience (yes this is a reoccurring theme lol), lighting source of the photo location, how it will be displayed (print, web, etc), and photo composition, etc. Finally be experience in potentially working with the designer/art director to ensure it flows with the design.
Finally:
In any of the above cases, they will know the right people to bring in if needed. Writers, programmers, marketing specialists, project managers, etc. They will also know how to establish schedules and take your ideas and turn them into requirements.
So why am I posting this? A friend of mine (at least I like to call him that
) Jeff Fisher who is a legend in the identity industry, posted about the Department of Interior crowd sourcing their new logo. Crowd sourcing is when you post a project, give it a budget, and invite anyone – literally anyone to submit an idea. The winning entry gets 1000. What this means, is random submissions. No requirements gathered. No consideration to the message. How it will be used. No context. It won’t be tested in different situations.
In other words, a major government division is sidestepping an acknowledged industry for their brand development for a budget that would pay – literally - pennies per hour for the work required to do this right.
The creative industry has something very big working against it. We develop soft products, whichis not a tangible thing that you can hold. This makes it easy to think its not worth as much. So here is another why to think about it:
If your car breaks, do you hire a kid who just bought a tool kit?
When your pipes burst, will you rip open the walls yourself right after going to Lowes even though you have never plumb’d?
Would you cater a wedding with a boxed cake?
I’d hope not in any of the examples here
So anyway, there is a petition going around right now that will be presented to the Department of Interior. I would invite my design peeps to sign it. You can find it here:
http://www.change.org/petitions/us-department-of-the-interior-stop-the-us-department-of-interior-from-crowdsourcing-a-logo
And, for my non-design friends, there is a great website that has been put together that discusses a lot of this. Great source of information. It’s at http://www.no-spec.com/
Thanks for indulging my little soap box