Marketing
Issue No. 36 - August/September 2007
Why free design is bad design
by Pamela Brombal
Graphic designers are moving to stamp out the practice of providing free artwork when tendering for new business.
‘Free pitching’, as it’s known in the industry, not only erodes good design but is also bad for clients.
Companies that use the practice operate under the notion that it’s the best way judge graphic design companies.
Asking several firms to produce a fresh corporate identity for your business, develop a newsletter template or design a new logo may sound like a sensible selection approach: the firm that comes up with the best design wins the work.
A survey of large UK companies found a significant proportion nominated free pitching as their preferred method of appointing designers. But the same group also agreed that knowledge of the business was the most important criterion for consultant selection.
Evidence from AGDA members shows Australian companies share the same attitude – which demonstrates a lack of understanding of the design process.
Good design is about supporting a client’s communication and marketing program and requires an in-depth understanding of the company’s business and market. It’s not possible to achieve this level of knowledge simply by responding to a tender brief.
The superficial solution is invariably a waste of time and money. The most likely outcome of ‘garbage in’ is ‘garbage out’, and there is a domino effect on downstream processes suc...
