Free pitching or free presentation of a creative solution is any work for which the client expects to receive or see examples of solutions or even the final product before agreeing with the contractor to sign the contract and payment. It means literally working for free. It often appears with the word crowdsourcing (outsourcing), although the terminological meaning of this word is different. Care is therefore needed to ensure that you are not misled by the wrong use of this word.
The difference between free pitching and crowdsourcing
Crowdsourcing
“We invite you to vote and help us choose our new logo, already made, from among the three designs. We will choose the one with the most votes”.
Free pitching
“We invite you to design a logo for our company. We will choose the one we like best.”
The first example shows that the client has asked for the opinion of a wider audience to help it choose the one it likes best among three solutions that have already been made (oops! I'm not saying that this kind of decision-making without a professional basis is OK for the company).
The second example clearly illustrates a way of working where the client asks the designer to present a solution voluntarily before they agree on a fee or sign a collaboration contract.
Examples of free pitching
Free pitching comes in many forms. The most common are:
The client invites several designers or design studios to complete his project. Once the client has received all the solutions, it chooses a winner, assigns them the project and leaves the other participants unpaid for their hard work.
The client invites the designer to participate and conditions the signing of the contract on the basis of a pre-made draft, on the basis of which the designer will decide whether or not to sign the contract.. The contractor will do his best to find a solution, but this does not guarantee him payment for his work or a signed contract.
The client launches a “competition” where different designers and design studios send it several solutions. The client chooses the winner, pays a modest fee, and the other participants are left unpaid for their hard work.
And what's wrong with that?
A working solution is the result of a healthy relationship between client and designer. Both need to understand and know that the competition does not provide an environment for the creative and focused attitude necessary to solve the problem (This means that in the case of a competition, the client is making a decision based on the visual representation of a draft solution (or several of them), which does not give them enough involvement in the development of the solution itself. He or she does not know the path of creation and implementation of the solution that will later lead to a final, working result for the target consumer group. The decision is only made on the basis of what the client personally “likes”.
Even if a client receives a lot of free solutions in a competition, it doesn't mean they are good and work.
So, a working solution is designed and created by the contractor in close collaboration with the client. It is by no means a matter of deciding between the entries in a competition.
Free pitching is bad for the client because
- builds negative attitudes based on mistrust,
- there is a high chance of plagiarism for the solution,
- not protected from abuse
- will receive poorly effective ideas,
- this way of working compromises the quality of the work,
- there is a high probability of receiving an unoriginal solution based on a template (template)
- solutions are not based on market research or are poorly implemented,
- this way of working without audits,
- there is a high probability that the real meaning of the solution will not be understood,
- is an unproductive waste of time,
- is directed only at his visionary decision,
- the client is not a trained design professional,
- this is unethical, immoral or even illegal,
- is not involved in the solution development and design process.
Free pitching is bad for the designer because
- no or no remuneration for the work you do,
- is copyright and legally unprotected,
- puts itself in an inferior position,
- this gives morally suspect clients the opportunity to exploit,
- the client chooses a solution based on personal preferences in an “I like it” way,
- there is (too) little or no interaction with the client,
- this way of working is very time-consuming,
- loses more money than it looks at first glance,
- reduces the value of the design service,
- because it disparages the professionalism and importance of graphic design and the knowledge and hard work of professionals.
But it is only “one draft”
A draft is a visual representation of a certain level of the future final solution, based on an understanding of the broader problem. It is a later level of the project, but by no means a starting point. Also no blind searching and typing, so to make the solution work for the client. It is a necessary stage of development and validation that delivers a working solution. The designer has to invest a lot of work and knowledge to reach the stage of a draft solution, which is then conceptualised.
So, a draft is not something that a designer “shakes out of his sleeve”. It is an important part of building a visual solution that should not be neglected and offered for free or at a low price.
Why is free pitching unethical?
Inexperienced designers are often bombarded with tempting promises by subscribers, which are often false. From delaying payment - “when there's enough money, we'll pay more” - to getting a job or even a co-ownership stake in a company. Inflated promises are tempting, especially for beginners who want to get a project, because “it will be good for my visibility”. Unfortunately, such project collaborations rarely result in a new job or recommendation, as mostly end in conflict, frustration and a bad product.
Often designers have to waive all copyright (other than moral rights, which are inalienable) and transfer them to the Customer at no extra charge (!!!). Don't rely on verbal promises, as they have no value in a copyright court. What is not stated in the contract or included in the written communication (including email notifications) does not exist. An uncopyrighted product is subject to reworking and corruption of a working solution. It is usually done by in-house “computer people” or “played with” by the client, who ends up selling it as their own.
Inexperienced designers with this approach devalue their knowledge and competence in the design profession. Encouraging and practising this way of working encourages bad clients to prey on less informed designers and to are used as a general implementation force rather than as professional staff.
How to avoid free fattening?
Free fattening can be avoided simply by refusing it.
Treat your work like a business, because that is exactly what it is. When you tell the client why you will not do free pitching, do not get emotionally involved. Instead, look for how to link your service to their business or find a way to describe your situation that doesn't sound offensive.
Explain your value as a designer and what you can contribute to their project by signing a cooperation agreement. Tell them that you will cooperation agreement signed provide a collaborative and safe environment so that you can use your knowledge to shape exactly the solution they need. The end product will be efficient, saving you time and probably money too.
If the client really appreciates your work, they will also appreciate the terms of cooperation you state.
So...
The solution is not offered for free. Not even if the designer wants to fill his portfolio with new references, because there are other ways to do that that are charitable and society-friendly. Many established companies understand this and are good clients. But there are individuals who do not. In this case, it is wise to take into account your feelings, personal boundaries and good practice for a fair and long-term cooperation. The customer does not need a free draft solution to decide to participate, because that's why we have designers your website.
In most other post-professional sectors free pitching is absurd and unacceptable. Imagine if you asked chefs to make your lunch for free, but you only paid for the “best”? Or a competition for your will, where 50 lawyers send you solutions, and you choose and pay for just one?
It seemed to me. So it's high time that we also addressed the designers - you know, like all other professionals.
