Freshly Squeezed Droplets
Answers Against Contests and Spec Work: By requesting speculative work from a designer or agency, a company is basically asking for designs to be created blind. Because there is no commitment to a relationship with the designer, the company is denying the essential tools necessary to develop the best solution.
Specifically, the tools I’m talking about are the direct interaction, the benefit of examining previous works, and the ability to research the company, its industry, and its needs. Working with these tools requires the resources (read as: time and expertise) of the designer.
That’s not to say that a talented designer can’t come up with a solid creative concept in a speculative situation. The question is whether or not it will be the ‘right’ creative concept, or whether it will contain valuable substance. Speculative work doesn’t always fail, but it does lower the odds by reducing design to an uninformed gamble …
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