Working for Free

Spec Work
Most designers are eventually asked to enter a contest, or send some ideas before the contract is awarded. This is called spec work. Don’t do it. What other professional is asked to work for free? Can you imagine if you asked 3 lawyers to draw up contracts, and you will pay for only the one you like best? Inexperienced and hungry designers will work without assurance of compensation, and if you are one of them, you have little to lose. But professionals are aware that their skill has value and do not give it away. When you are bidding for a project, you should show samples of work you have already done that show your capabilities.

Volunteer Work
Volunteer work is different from spec work—no monetary compensation is expected. My pro bono projects have been some of the most rewarding. Usually you can ask for more creative freedom with the understanding that that is worth something to you. Your clients will be very appreciative, which feels good. Choose organizations that you believe in, so that you know your contribution makes a positive impact.

Working for Friends and Family
Your friends and family will be excited about knowing a designer and want to send work your way. You will be asked to design wedding invitations, logos for startups, websites, and more. There are two approaches you can take.

1. You can do it for free or as a gift. In this respect it is a lot like volunteer work. If you know the person well and are sure she will communicate with you, this option is good. Some folks do not understand what a designer does, and will have unrealistic expectations. They will have no idea how much time goes into even a simple logo. Or they will want something that can be more easily mass produced, like a traditional wedding invitation. Talk about the process, what you intend to do, and how much time it might take. If there are better options, offer them.
   
2. You can be completely businesslike. Prepare an estimate or proposal and keep the business dealings separate from any personal contact. This is the only way to go if the person is himself in business and wants to establish an ongoing relationship. If both people behave professionally, this can be mutually beneficial. The trust and comfort level of working with someone you know is worth a lot.
   

I have another idea which I have not yet had the chance to use. The premise is you ask for $500 (or whatever) as a deposit. If the person uses your design, you refund the money. If they don’t use it, you keep the deposit for your trouble. A few times I have spun my wheels for a friend or family member who never used my design! This reinforces the premise that people do not value what they do not pay for.

Descriptive Words

Use these words in your proposals, estimates, and meetings to identify your design objectives before the visuals take form. Also encourage your clients to use adjectives to define the project rather than images. Once you start to settle on visuals, you can get locked in and become blind to other, potentially better, alternatives. These words are listed in pairs of opposites.

• cool — warm
• conservative — progressive
• stable — dynamic
• traditional — innovative
• calm — energetic
• sophisticated — rough
  
• timeless — trendy
• serious — playful
• formal — casual
• masculine — feminine
• classic — contemporary
• enduring — fresh
  
• subdued — aggressive
• simple — complex
• hard — soft
• geometric — organic
• muted — bright
• sweet — spicy
• dependable — unpredictable
• secure — rebellious
• spiritual — scientific
• enlightened — primitive
• natural — engineered
• majestic — humble
• pure — wise
• delicate — robust
• relaxing — exciting
• passionate — clinical
• credible — mysterious
• crisp — lush
• hot — cold
  

Proposals

A proposal is more extensive than an estimate. Most of the time your proposal will be competing with others. Like your estimate, you will want to have a basic proposal written so you only have to fill in the details for a specific project.

If you are responding to a Request for Proposal (RFP), be sure to read it thoroughly and follow every step carefully. In addition to the specific information requested, include the following:

• Cover Letter: Address it to a person, and state why you are interested in the project. Briefly summarize why you are the best candidate. Thank them for the opportunity to submit your proposal.
• Copyright Statement: Protect your ideas by putting a copyright statement on at least one page. Something like “This document and all its contents is copyrighted by [your name]. This proposal should be considered private and confidential and may not be shared with anyone outside the decision-makers in your office.”
• Project Description: Write down the parameters of the project as you understand them. If the physical format has been determined, record that.
• Target Audience: Describe as clearly as possible the audience for your piece. Be wary of a client who cannot narrow down their audience and wants to appeal to “everyone.”
• Design Objectives: Use adjectives to describe the mood or tone of the piece. (See “Descriptive Words.”)
  
• Project Goals: If measurable goals are desired state them here. If not, be as specific as possible as to what your client hopes to accomplish with this piece. What action do you want the recipient to carry out?
• Schedule: List the key dates which will include: copy due, photos due, design presentation, first layout, revisions due, revised proof due, (additional rounds of revisions?), final approval, due to press, delivery.
• Estimates: List every phase of the project and the corresponding cost. Alternatively, state only the total. See the entry on “estimates” for more details.
• Design Philosophy: Describe your approach to design. Your way of designing is as unique as you are. In addition, this is the section where I make a statement about design ethics, as quoted from the AIGA website: “Capable and professional designers do not work for free. Requesting work for free reflects a lack of understanding and respect for the value of effective design as well as the time of the professionals who are asked to provide it. A more effective and ethical approach to requesting work is to ask designers to submit examples of their work from previous assignments as well as a statement of how they would approach your project.” (See “Spec Work.”)
  
• About You and Your Business: You might simply have your resume here, or a narrative of your career, or a description of your business. The point is to emphasize your experience as it applies to the project at hand.
• Samples: Include samples of your work that show your ability to handle the type of project you are bidding on. The format can be digital or hard copies, depending on how you will submit the proposal.

Your proposal package should be well designed. Shouldn’t that go without saying? It should reflect the best you are capable of.

Estimates

You should have a standard design for your estimates. I keep mine to a single page when possible. It will include:

• your letterhead info
  
• date
• to (contact person)
• organization
• “Estimate for Graphic Services” or something like that
  
• name of project
• brief description of project
  
• detail of services, which might include:

1. design
2. layout
3. illustration
4. photographs
5. meetings or consultation
6. proofs
7. print management
8. web programming
9. web hosting
10. revisions (number of rounds)
11. deliverables

• A price for each item, or a total for all
• A price range is also acceptable when there are many variables, or you don't know how many revisions will be needed. Clients should know that revisions will cost them $$$.
  
• Schedule of critical due dates
  
• Disclaimers or “fine print”
  

I have developed some fine print that I put on each estimate to avoid some of the worst misunderstandings. This is sufficient for clients that I have a good relationship with. For first time clients without references, something more detailed is recommended. The AIGA has lots of good advice to protect you.

Here is what I use as a minimum:

• Additions or changes to the parameters or scope of the project once work has begun may result in additional charges.
• All text will be provided by the client in Word as an email attachment.
• Photos should be provided in JPG or TIF format at a resolution of 300 pixels per inch. Images downloaded from the World Wide Web are not high enough in resolution for print.
• It is your responsibility to check all proofs for accuracy.
• We will correct our own errors at no charge, limited to correcting digital file. We do not assume liability for reprinting.
• Final art will be provided on disk with proofs that represent the designer’s intentions. The printing process involves many variables and there is no guarantee the final product will match the proofs exactly.
• A 33% deposit or purchase order is required to commence work. Another 33% is due when proofs are approved, and the balance upon completion.
  
• Print management includes: writing printing specifications, obtaining quotes, checking proof, press check if needed, and acting as an advocate on the client’s behalf should a dispute arise with the printer.

Basic Bookkeeping

Keeping good records is essential to a successful business. A simple system is easy to maintain. Most computers have a built in address book for your client list. A spreadsheet or even a text document will work for your project list. For your checkbook, I recommend Quickbooks. You can also do most of these with a pencil and ledger paper!

You must have a separate checking account for your business. Do not mingle personal and business expenses and expect to sort them out at the end of the year. You will find it handy to have a credit card that you use only for business expenses.

1. Client List: name of company, name of contact(s), street address, billing address, phone number, email address, website
2. Project List: project number, project name, contact person, date received, date due, estimate, date billed, amount, invoice number.
3. Income: this will probably be part of your checkbook. Every time you deposit payment for a project it is recorded as income.
4. Expenses: this will also be part of your checkbook. Every time you write a check or charge a credit card, record the expense and the category it falls into. Look at IRS Schedule C to see the categories of business deductions.
5. Project Tracking Form: you will have one of these forms for each project to track everything associated with it. Suggestions for what this form should include: name of project, project number, name of client, contact person, phone, email, P.O. number, estimate, description, audience, goal, specifications, and schedule. Include a grid on this form for recording the date, description, time or materials, and amount to bill for each entry. Check off each item as you transfer it to an invoice.
   
6. Invoice and Accounts Receivable: a professional invoice says you mean business. Quickbooks allows you to customize an invoice and automatically enter the amount into accounts receivable. If you don't use Quickbooks and design your own invoices, you can make a list of invoices sent and check them off as they are paid.
   
7. Statement: If an invoice is unpaid after 30 days, you will send a statement. This will not be as detailed as the invoice—it will state the date, invoice number, and amount past due. Quickbooks also does these automatically.
   
8. Accounts Payable: I don't even use this. I put bills in a pile and pay them weekly.

Because you are a graphic designer, you will have fun designing your forms. They will likely evolve as your business grows and you learn from experience what information is essential on each form.

Got Talent?

I wasn’t the most talented graphic designer in my graduating class, and I’m not the most talented designer in my community today. The qualities that have contributed to my long-term success are:

• manage time well
• manage money well
• conscientious
• invest and re-invest in the business
• responsive to client's objectives
• trustworthy
• provide value
• easy to work with—not a prima donna

With some innate talent, an excellent education, and old-fashioned work ethic, I’ve been able to stay in business for more than 20 years, most of those years as a single mother raising two kids. Raw talent is a gift, but does not itself guaranty success.

Should You Start Your Own Business?

The answer is yes if:

• you work best independently
• you are good at a lot of different subjects
• you don't need the approval of others
• you thrive on stress
• you love a challenge
• you don't give up easily
• you believe in yourself
• you are adaptable
• you don't have all the answers, but you know how to find them
• you communicate well--and listen well
• you are comfortable with a fluctuating income
• you take responsibility for your actions
• you want unlimited opportunity to develop your potential
  

If this sounds like you, you have a good chance at success.