RSS FeedWhy Spec Work is Wrong
Filed under: In Design, Kevin — Kevin Hemsworth @ 12:46 pm
Since the debate on spec work at the SXSW Conference, there has been a lot of blogging/commenting online on the topic. We thought we’d offer up our two cents (free of charge, but not on spec).
Spec work, in the design community, happens when a client wants to “test out” a designer before committing to purchase their finished product. They often solicit this work innocently, with the claim that they simply can’t afford to get it wrong, and need to know before committing whether or not the design is right for them.
This is similar to shopping for clothes, in that people rarely buy something without trying it on first. The difference is that the shirt you end up buying is not a one of a kind, and you are quite likely to see someone else wearing the exact same one before you leave the mall! Design is more like a custom suit. You get measured, discuss styles and colours with the tailor, and typically PAY A DEPOSIT before they begin work on it. Then,once it has been fabricated, alterations can be made to get it to fit just right, at which time you settle up your bill and move on. Imagine calling 3 different tailors, asking each of them to make you a suit (with no fitting, very little discussion, and no initial investment on your part), and then picking the one you like at the end of the process.
Spec work costs everyone time and money. Businesses need to recover the cost of soliciting new clients. If we were to engage in spec work (which we don’t), we’d be essentially asking our clients to pay for our pitches to other clients. If you deal with an agency that does work on spec, you’re paying for that every time you sign their cheque.
Design is by nature informed and collaborative. If it isn’t, it’s art. No brief can substitute for the knowledge gained by working closely with a client at the beginning of a project to understand their business goals in order to develop relevant brand messaging. Failing to identify the objectives of a design project and understand the bigger picture leads to poor design that fails to deliver. That is why most often spec work, even when it is selected, ends up in the garbage, or at the very least is heavily revised once the agency is engaged.
Many online communities have sprung up that facilitate spec work, for both designers and for the businesses seeking their services. These sites are the Napsters of design, connecting a need with a resource. The music industry is still reeling from their inability to compete with online file sharing, however the design community is positioned much better to withstand this assault. The music industry has realized that they must offer more value than just the 13 tracks on a CD to maintain relevant to a consumer that can get it elsewhere, cheaper, and faster, and are just now beginning to recover. Designers have long understood, as have those who use their services, that the value in good design is a product of strategic thinking, collaboration, and a partnership that is passionate about producing quality work. Let’s hope that never changes.
Burger Time in Barrie
Filed under: Environmental Design, Kevin — Kevin Hemsworth @ 3:41 pm
South St. Burger Co. has opened their 8th location in Barrie, Ontario, at Mapleview Drive W. and the 400. We couldn’t be more proud of the success of this great burger restaurant, and look forward to stopping in whenever we make our way north of Toronto.
This 2,500 square foot quick service restaurant seats 67 people and is located at 421 Bryne Ave. Other South St. locations include North York, Mississauga, Toronto, Newmarket, Etobicoke, Aurora and
Burlington.
If you haven’t checked out South St. yet, give it a try. You won’t be disappointed.
Gatorade Redesign, Pepsi’s new product
Filed under: Jason, Packaging Design — Jason Hemsworth @ 8:43 am
I found these new products on The Dieline. I couldn’t find out much about them on the internet.
Love to hear your thoughts.
Leverage Your Equity
Filed under: Packaging Design — Kevin Hemsworth @ 11:37 am
As any real estate investor knows, you’ve got to use the equity you’ve worked so hard to build up to your advantage. It’s a lesson that applies to branding as well, as the folks at Tropicana (PepsiCo) found out last month.
- Comparison of the old (left) and new (right) Tropicana packaging. The new packaging has been pulled and the old design restored as a result of consumer backlash
PepsiCo has announced that they’re pulling the packaging redesign of Tropicana orange juice, less than a month after it’s launch in January of this year. Negative customer feedback has prompted the return to the old packaging design, as customers called the new packaging “ugly”, “stupid, and “generic”. More troubling is that customers complained about not being able to as easily distinguish between varieties (pulp, no pulp, etc.) or from their competition.
First, hats off to Tropicana for innovating. It is always a risky proposition to introduce a revolutionary packaging design for a beloved brand. It’s far easier to make minor changes year-in, year-out to keep the packaging current and either hold steady or gain incremental market share, but sometimes a radical redesign can make a big impact on the numbers – in a positive way.
However, there are some valuable lessons to be learned here.
One of the things that Tropicana has spent years building equity in is the idea of the straw tapping the orange. This speaks volumes about the freshness and real quality of the Tropicana offering, and is one of the things conspicuously absent from the new design. It is also one of things that disgruntled Tropicana fans missed in the new packaging. Neil Campbell, president at Tropicana North America, admits that they had underestimated the emotional attachment of consumers to the straw and orange. One would think that some diligent market research could have avoided that mistake, and given cause to rethink their redesign strategy.
One of the most notable differentiators for the Tropicana product line is the way in which it distinguishes between varieties; I can pick out the “no pulp” version from three aisles away. Dropping such a strong design element that customers relied on to find their OJ was a major no-no. Again, research into the key identifiers of their product on shelf could have discovered this valuable information.
At the end of the day, credit should be given to PepsiCo for listening to their core customers and reverting back to their old packaging, although that does open a whole new debate about the value of the court of public opinion when trying to innovate. Historically, innovative ideas have been met with public opposition and outcry from the vocal minority: resisting the urge to appease the masses has led to some incredible discoveries over the years. In the modern era, feedback is all too available, and comes in many forms, almost instantly. Time will tell if the Facebook-ification of focus groups will help or hinder the progress of design. For now, I’m just happy that I can find my OJ.
Earth Hour on March 28.
Filed under: Corporate Identity, Jason — Jason Hemsworth @ 5:23 pm
Earth Hour is fast approaching. Turn your lights off on Saturday March 28 from 8:30pm- 9:30pm.
WWF says “Millions of Canadians will turn off their lights on March 28th for Earth Hour in support of action on climate change. We hope to make Earth Hour even bigger this year but we need your help! Earth Hour 2008 in Toronto. Turn off your lights on Saturday March 28, 2009 at 8:30 pm. Millions of Canadians will turn off their lights on March 28th for Earth Hour in support of action on climate change. We hope to make Earth Hour even bigger this year but we need your help! Encourage your friends and family to participate. Get your business or workplace involved. And don’t stop at turning off the lights. Think about what else can be done to reduce your footprint like taking transit, unplugging unused electrical appliances and washing your clothes in cold water. The list is endless and your action will make a big difference.”
Carey Toane of Strategy Magazine says “Unless you’ve been living under a rock, there’s no need to explain that the poster to the left is the work of street artist Shepard Fairey. The “Vote Earth” concept designed for Earth Hour ‘09 is easily linked to the artist’s “Hope” portrait of Barack Obama.
Commissioned by Leo Burnett and WWF, the poster will appear in Canada in a PSA, wild posting and online as part of the first global marketing effort since Earth Hour was born in Australia three years ago, says WWF-Canada president Gerald Butts. “This is the one opportunity that citizens all over the world have to come together and say ‘We’re concerned about climate change,’” he says, adding that the goal is to get one billion participants this year. “Shepard very cleverly picked up on the ‘light switch and vote’ concept and indicated that [this] is your way of voicing your vote on climate change.”
The hope is that Fairey fans will literally steal the poster – although it’s also available for download from Wwf.ca/earthhour – and get the message to turn off their lights for one hour at 8:30 p.m. on March 28. “It’s a quintessential viral campaign,” says Butts, adding that 10 million Canadians spent an hour in the dark last year – more than any other country. â€