Often clients ask rather demand for speculative design work while choosing an agency. Some of us might come under pressure to accept the same hoping to please the customer and hence win that business. In future, when faced with such requests, it is important to politely refuse the request. Below are three key points and reasons to support this stand.
1) Speculative work allows for deviation from the objective and compromises on the quality of work – Design’s success is based on a collaborative approach from a clearly defined goal / objective between the designer (agency) and the client. In the absence of both collaboration and clear goals, the process only results in a superficial evaluation leaving both the agency and the client short changed. It is critical to note that “design” is a strategic approach in developing brands and businesses. A hypothetical brief provided for speculative work only results in a myopic and hypothetical solution which cannot be judged against real business scenarios.
2) Fee or Free – Every true spirited professional individual or an organization needs to be compensated for its efforts. Clients demand to be served free only demonstrates a lack of understanding of the value of design in developing businesses and respect for the individuals or an organisation. To add, there is enough perversion in the market where the able and experienced designers are easily put on the same scale as lesser knowledgable individuals who are willing to provide with speculative work to earn-a-keep. This results in the clients’ going through a not-so-friendly or a beneficial experience. And, eventually calling for a competent and well experienced professional at a later stage adding to their investments or crimping the budget available to the designer.
3) What is the effective way of evaluation? – Evaluation of designers or agencies are more effective by referring to recent portfolio examples. This would present the evaluating client an opportunity to probe into real case scenarios and how it was addressed. The client can also request for a note on the issue, the approach and the result. In addition, the clients can also ask the designer or the agency to submit an approach note along with the problem statement as interpreted and redefined by the latter. This will bring about a better sense of judgement by understanding the thought process in which the problem was viewed and approached.
In conclusion, it is important for each one of us to understand this process in serious detail and also to educate customers at every opportunity available. This will not just impress your client, but also helps your client derive real value from design.
