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2
Jul
A Site called "All Free Logos."
If you’re a designer, you very well know how difficult it is competing with Photoshoppers offering their services so cheap that they’re almost free.
Yesterday, I read a post by Malcolm Gladwell arguing with some ideas Chris Anderson pointed out in his new book, Free. Basically, Chris is telling us that information wants to be free. Newspapers and other sources of information that used to work are quickly dying because faster technological mediums like the internet are becoming cheaper(or free) and more convenient. “The digital age is exerting an inexorable downward pressure on the prices of all things “made of ideas.”
He goes on pointing out that “Musicians who believe that their music is being pirated…should stop complaining, and capitalize on the added exposure that piracy provides by making money through touring, merchandise sales, and “yes, the sale of some of [their] music to people who still want CDs or prefer to buy their music online.”
Malcolm counter-argues; however, that Free is not the way to go. He gives a detailed and compelling case explaining how Youtube has been finding extreme difficulty in sustaining itself and making money because of the Free business model. He tells us about how iPhone apps (ideas), which aren’t free, are outselling the actual units of Iphones (stuff) themselves. He tells the story of Myozyme, a drug that cost 500 million dollars to develop, and how it sells for $300,000 a year, which is far from free. Simply put, he’s saying that information and ideas aren’t supposed to be free and that iron laws dictating that these things should be are all compromised by the digital technology that we all have access to. (If you want to read more, also check out Seth Godin’s reaction.)
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We’re living in exponential and transitional times where things are quickly changing. Both arguments by Chris Anderson and Malcolm Gladwell are right. There are industries where free will effectively work and change the way business is done; but there will be some where it will sound absolutely absurd.
Too bad for designers, we’re in an industry where free is quickly taking over the place.
The Free culture has created a halo effect that has been hitting the design industry for years. Free blogs have been easily educating designers of all sorts. Free (or pirated) copies of software like Photoshop, Illustrator and Indesign have made it easy for anyone to learn design. Tools for design such as computers are quickly becoming cheaper and cheaper and are approaching free. Transportation and dissemination of information through email and other media is free. Starting up a random design firm (not including governement taxes) is basically free!
The result is what we’re all experiencing right now. More and more people are unwilling to pay for design (think Spec work) because if they don’t have relatives or friends who are products of this Free culture who know how to make a logo with drop shadows and outer glows in Photoshop, they’ll have it made by “design professionals” who can afford to charge 5$ for a logo because they have almost no capital—it’s free!
Now, unless you’re Milton Glaser, Hoefler & Frere Jones, Stefan Sagmeister or some other big shot who’s already established brand equity in the design industry, you’re doomed. Newbies who believe that people should pay for design will get mauled by free competition. Others who might have relative success today will not have it tomorrow.
Imagine the world ten years from now when it’ll only take a second to download Photoshop. Imagine the institutionalization of self-educating online programs where people don’t even need to go to school to learn design. Imagine a world where practically everyone is a designer because it’s free to be one! (You’re already seeing this happening!) What will then happen to the design industry?
Because free will not die anytime soon, the value of design will continually degrade over time.
As designers, what do we have to do then? Battle the horde of monsters called Free and continue doing design the way we’re doing it right now? Or should we innovate and find a way to ride this free wave and change the way people do and see design?
Before I end, here’s a hint: Musicians have had zero success in killing off free music over the internet for years. I’m safely assuming that designers will be met with the same fate against the Free culture if we try to do the same.
Read All Designers Should Read this Post (Part 2).
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What do you think? Comments are welcome and much appreciated. 
- Published by Dwight in: Inspiration Thought-Provoking Ideas
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10 Responses to “All Designers should read this Post”
Quite damning sentiments about the design industry there, Dwight. As with anything, there are pros and cons, and the negativity surrounding “free design” can be countered by the positive force pushing the passionate designers towards becoming better.
Comparisons to any other industry or profession will never be exact, and you can pick holes in the difference between musicians and designers (musicians create for all, designers creates for one), though ultimately I believe the more we’re exposed to ineffective design, the more the talent will rise to the top.
On a related note, are you following @SpecWatch on Twitter? Now there are some damning reports about the value of “free”.
@David In your current state, you’re already untouchable by these “free designers.” The David Airey brand has been around long enough providing continuous value to those seeking excellent design. In your case, the positivity is expected as the chasm between you and these free designers is clearly defined. In short, you’re already up there.
The difficult situation I’m seeing is that for the newer and younger designers who are trying to penetrate the market and battling the Free design culture, things are getting increasingly difficult each day. Perhaps I’m seeing things in a different light in our country’s context where people are evidently not used to paying for design. (A 50$ logo is already considered expensive here.)
And yes, I’m following SpecWatch. The stats are just insane.
A very articulate position against the “Freemium” way of doing business. The analogy with musicians is one that I see being used quite often and I think we need to fully define the differences between using/offering samples vs paying for services rendered.
I absolutely refuse to accept that after dedicating myself to a creative career that I should be expected to lower my prices or work on spec. I apply this same mindset to individuals/companies that I hire for business and personal purposes.
Bottom line: EVERYONE DESERVES TO BE PAID FOR GOODS/SERVICES RENDERED.
It’s really about what the purchaser is willing to pay!
I think there will always be businesses who know the value of design. Nike, Coca-Cola and Disney will never hire the dime a dozen Photoshoppers. And there are plenty of smaller businesses and entrepreneurs who think the same way.
I go back and forth being mad about these cheaper alternatives, but then I remember that if I am a person who pays more for things because I value the expertise and experience of a professional (in whatever field) then there are certainly others like me who are seeking designers—I just have to find them!
Dwight, it sounds like you are coming against a lot of businesses who are not valuing you as a designer. I think it takes experience marketing yourself and persuading people of the value of design before you’ll overcome this opposition. Get away from the price war. Talk about value because that is what matters. The question I always like to ask is, “What is the value of a new customer/client to you? Is it worth this price?”
Did you read Seth Godin’s response to Malcolm Gladwell’s review?
http://sethgodin.typepad.com/seths_blog/2009/06/malcolm-is-wrong.html
@Joann EVERYONE DESERVES TO BE PAID FOR GOODS/SERVICES RENDERED. – I couldn’t agree more. And I like what you said about how you’re applying it to situations even outside design. Specialists who invested time and effort in mastering their skills need to be paid a premium as compared to those who simply keep on cutting price tags.
@Lauren Honestly, I do have personal apprehensions against less expensive design alternatives who keep on competing with price rather than value, and it is not without reason. Try to see it for a while in the perspective of a designer working in a 3rd world country where people and businesses have less cash, and are less willing to pay— it really is a totally different ball game. Realistically, people here don’t think of design as an investment; it’s a luxury. But on the brighter side, I do agree with you that people who value design are still out there, and we have to find where they’re hiding.
I really appreciate the comment!
@Lester yep, that’s why I was inspired to write about it!
i’m a designer too, and nowadays its hard to offer my services to people who are already convinced that i should be doing this for free. now, its hard to establish myself in the scene, much more to establish the value of my works. I haven’t been in the business for a long time, but I am appalled by low-grade design jobs people publish on the streets just to avoid paying the necessary costs of quality graphic design. peace out!
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