Crowdsourcing your graphic design work. It's bad for you. I have proof.

I was inspired by Marco Echevarria's article "Crowdsourcing your graphic design work. Is it a good idea?" No, it's a horrible idea. And I'll tell you why.

Written May 21, 2011, read 10328 times since then.

I was inspired by Marco Echevarria's article "Crowdsourcing your graphic design work. Is it a good idea?" No, it's a horrible idea. And I'll tell you why. I have to. I saw a few people actually defending the practice and while "crowdsourcing" is not up there with "seal-clubbing" we need to expose crowdsourcing for what it is. Legalized slave labor. Okay, maybe not that bad, but still… it's definitely not a good idea.

The argument has been made that many of the designers that participate in crowdsourcing are not in fact true designers. Possibly. But let's face it, the new economy has made life extremely difficult for most of the American population so I imagine there are at least 20 to 30% of those crowdsourced designers are in fact highly disillusioned and spiteful graphic designers that are working three jobs to make ends meet. The rest are the typical pile of hacks and wannabes. Many are designers that have little or no regard for "copyright infringement." More on that in a second.

Now look at this from the designer's perspective. You see someone wanting a specific kind of logo and willing to pay $100 for the best one. Considering the 100 to 1 odds you might actually get paid, do you think that person is actually going to spend any real time on the psychology behind your logo design? My guess is, they have a stockpile of logos that their "real" clients rejected somewhere tucked away in their hard drive. In ten minutes they change the name, save it as a PDF and that's what you get, recycled garbage. And that's if you're lucky. The designer is not spending any real time gaining an understanding about your business. Essentially you're getting a design that will more than likely be pretty, but ineffectual.

Then there is the worst case scenario. There is the possibility that your logo was designed by someone in another country. They do not know anything about your business, much less your industry or culture. Regardless, nobody is checking to see if your logo is in fact breaking any copyright laws. And I can imagine there might be a few designers trying to sabotage you by intentionally creating a logo that could get you in trouble. Why wouldn't they? Crowdsourcing is killing off a lot of the lesser designers. There is a lot of spite amongst struggling graphic designers.

And granted, there are times when someone gets lucky and gets a nice logo that works out very well for them. Hey, a broken clock is correct twice a day. If you got lucky, good for you! Have a cigar! (If you don't smoke and you are a health-nut, have a carrot stick instead. Actually, we should all have carrot sticks, forget the cigar.)

When I design a logo I spend time researching, a LOT of time conducting research. When a client hires my skills I intend on providing the best possible service I can offer. I ask plenty of deep questions, about your company, your personality, your clients, everything I need to know. A lot of designers can make something look nice. My work connects emotionally. Using the elements and principles of design I can easily make a logo that in a mere five seconds explains to your potential clients exactly what kind of company you are. And since I'll be working on all of your future promotions and your website, I can apply all of the information I gathered to those future assignments. Small design elements used in the process of creating your logo will echo in the rest of your promotional campaign. It's consistency on a meta level. And considering I've only had one client go under in the last ten years, including the great recession, my track record speaks for itself. And I haven't even talked about your social media campaign or the upcoming gameification craze. I bet you don't even know what gameification is… much less that outsourced designer.

This is a people business. All of the greatest business deals are done over hand-shakes and coffee, with personal human connection. You need to look your designer in the eye and see if they are worth a damn. And your designer is more than likely a very proficient networker. I have generated leads for many of my clients just because it is damn good business practice. I have generated thousands of dollars for my clients just by telling the right person about what they do. And they have done the same for me. Without good people, there is no business, always remember this.

And I was reminded the other day of just how important it is to meet face-to-face when conducting business. I had a delightful conversation with an individual that not only might generate a lead, but it made my day. I sincerely doubt your crowdsourced designer will do that for you. Your crowdsourced designer more than likely hates you. (Actually, Kevin O' Conner suggested this came across too snarky. Yeah, I agree. In reality your crowdsourced designer doesn't even care about you. Which might be worse than feeling any emotion at all, positive or negative.)

Then there is the concern of costs. We are still recovering from the recession after all. But the argument is always illustrated by extreme examples of design firm fees. "Did you know GlemCo paid $8,000,000 for their logo? And the CEO had to chop off one of his toes? That's crazy!" This is a lazy blanket argument. Even if I charged 300% more than what you'd be willing to pay a crowdsourced designer, that calculates to $300 as opposed to $100, which is a drop in the bucket. If you aren't willing to invest in yourself, get out the game and leave it to the professionals. Besides, investing in yourself and your livelihood is one of the most gratifying experiences one could have. And the laws of positive attraction, trust me it works. I'm still in business. And you don't have to take out a load to get good design, there a plenty of designers that will work for reasonable rates. Another reason why I'm still in business.

And I am far from perfect, despite what this apparently manic ego-centric article might indicate. I cannot say when one of my designs might fail (some already have) or "gasp" accidentally stumble upon another trademark… it can and will happen. But at least I put the hours and the effort in. And I know of plenty of hack and slash design firms that have no business staying in business, which in turn generates a bad name for the industry. In the end, it is all about the effort you are willing to put into your company. The more effort the better the chances of your success. Crowdsourcing is up there with always expecting the easy free "el cheapo" deal. You'll lose a lot of fans and potential clients in the process. I've seen a lot of obsessive penny pinchers go out of business before the paint dries in their office. Remember, don't be penny-wise and dollar foolish.

That's my rant, now I got to get back to my book. All of you get back to work. Feel free to post argumentative and angry comments below.

Learn more about the author, Michael Foster.

Posted by Michael Foster, Seattle, Washington | May 21, 2011

Dude, this article sucks. 0 points. It's obvious the guy is totally into himself. Look at his profile pic for crying out loud, looking slightly to the right all suave and sophisticated. Yeah, he spends lots of time in front of the mirror looking at himself. "Aren't I suave and sophisticated," he says to himself. I bet the mirror responds back, "you'd look even more suave and sophisticated if you gazed slightly to the right."

And he's writing a book? It just goes to show you anybody can write a book these days. Thanks to wikipedia, my cat could write a book about the density of catnip in various parts of Indonesia. This guy sounds like a whiner that doesn't like crowdsourcing because it hurts the community and the economy and makes businesses weaker and it's depersonalizing an industry that functions at it peak when its all about connection and being personal. Dude, it's simple economics. Why have meaningful connections with your clients when all that matters is the bottom line? And clients are never happy anyways, always complaining that the burger is too cold or that you misspelled the word "public library" and now it says "pubic library" or they get mad when you fall asleep on the phone, I want a business that doesn't need customers. That would be the ultimate.

What was this article about? Crowdsourcing? Outsourcing? Whatever, I got a Nickelback concert to get to. Later alligator.
Posted by Laura Dodson, CPA, Seattle, Washington | May 23, 2011

Great! I see the same arguments by people who want to outsource their accounting for $6.00 an hour. My theory is if you aren't paying enough for a professional to make a living on, you aren't receiving professional help. :)

Tax Preparation and QuickBooks Training
Posted by Marco Echevarria, Carlisle, Pennsylvania | May 23, 2011

I agree 100%.
Posted by Kevin O'Conner, Issaquah, Washington | May 23, 2011

Now this article makes much more sense than the other recently posted article on the subject.

Instead of making blanket statements about crowdsourcing "devaluing" graphic design, you actually take the time to explain what makes your services valuable--why someone would want to employ a grapbic designer in the first place.

AND you haven't left out the human dimension--i.e., that these are people we're talking about.

The only sour notes are the comment about designers who simply recycle stockpiled logos, and the snarky observation that "[y]our crowdsourced designer more than likely hates you."

(Apologies for the double hyphens; I typed this comment on my iPod, which doesn't, as far as I know, provide for proper em- or en-dashes.)
Posted by Michael Foster, Seattle, Washington | May 23, 2011

Thanks for the positive feedback guys! And Kevin, I made a change to the article based on your observations...

And remember, a little snarkiness can be a healthy thing when used as directed by your doctor.
Posted by Russell Smith, Seattle, Washington | May 23, 2011

A rant disguised as an article masquerading as a rant, full of popcorn kernels of truth throughout.

While this new fad of crowdsourcing on the InterWeb might work for some things, for intense, thoughtful, powerful, creative work, it's a no-brainer. It just won't work out in the beginning, middle, or end. Hire a pro and get the real deal.
Posted by Jeff High, Minneapolis, Minnesota | May 23, 2011

I responded to Marco's article as well, and I agree with most of your points (as I did Marco's). But I've experienced both ends of it - as an artist/designer and as a producer working with stifling budgets. From many years of experience, I can say crowdsourcing can't be simply dismissed as having no good qualities.

I see crowdsourcing as a B2B tool, and I think it should stay that way. It needs to be managed. Clients who have gone directly to crowdsourcing sites inevitably come to me for help, and it costs them more in the long run. Clients also rarely understand issue of infringement, and that's another valid rant. It's NOT an ad hoc solution by any means, and no business owner should walk into it blindly.

And Laura makes a very critical point. It is NOT a "professional" choice. I will admit I would NEVER do the same with an accountant. Or a doctor. Or a babysitter. But with design, most clients need to be proselytized before they can be sold. You will generally pay money you don't have to take your kid to the doctor. That is generally not the case with the cover design of your company's collateral folders.

Your comment regarding the personal factor is a major issue too. I WANT to be able to sit down with my designers over coffee, even those who aren't in-house. I want them to be able to chat with my clients. And when necessary I want them to be able to defend their designs.

Not every project has the budget to spend on research and meetings. When someone comes to me with $450 and asks for a website I don't immediately see a skinflint who refuses to pay full price, I see a struggling entrepreneur who doesn't have cash and can't afford a to kick things off in debt. I can't treat them the same as I would a corporate client. I can't even treat them the same way I would the struggling, independent gas station on the corner that has been in business 10 years. But I'm not going to turn them away either just because they don't measure up to my standards, and I'm going to try to give them the best dang $450 website I can.

I can't always do that with my internal designers, any more than you could and remain profitable.

Crowdsourcing is likely not going away, at least not soon. The market has to deal with it. Instead of balking, we've tried to bridle the chaos. With a skilled art director interfacing with it, and by choosing sites that do not make you pay for junk submissions, it's pretty low-risk all things considered. I might also note that you run into similar risks when vetting a new designer. There are more than a few "professionals" out there who are not much more than "wannabes."

Nearly all of our clients who are above the no-capital-startup level use our in-house or associate designers. I highly approve of that. I would love it if I could sign dedicated career artists and designers for every project. I'd love it if every project were a portfolio piece (especially lately), and it would be great if I could submit every project for industry awards.

The fact is there is a market below that point, and there are projects that, as a designer, you would refuse at the prices these business owners are willing to pay. These are people whose alternative is to ask their friend's brother's kid who lives in the basement and used to doodle on his homework (which makes him an artist) to design their brochures. I PROMISE you'll find a better solution from a crowdsourcing site than that. Probably cheaper too.

I DO very much like your article, as well as Marco's, and I appreciate the position you're both coming from. And I agree with the fundamental premise and can fully back up your comments regarding the risks. It isn't for everyone, and certainly not for the average business owner.
Posted by Chris Haviaris, Pearl River, New York | May 24, 2011

Great article, Michael! I didn't even know what crowdsourcing was until I read it (yep, it's true, I don't get out much). Now that I do, I can really understand why you feel so strongly about it.

As a small business owner who's just about to hire a graphic designer, I really appreciate what you say about the personal relationship aspect. YES! I want a designer who will spend the time to get to know me and what I'm about so that he can translate that into a look and feel that will attract the clients I really want to work with and who really want to work with me. YES!!!!

I also know that as a business owner, not to mention a single mom, I need to find that without breaking the bank.

Love to hear more on that!
Posted by Kristin Hovde, Bemidji, Minnesota | May 24, 2011

I couldn't agree more! While crowdsourcing may be cheaper, how can someone in a different country design your logo without knowing anything about you or your business? I work for a trade show display company and we offer graphic design services to our clients, but we ask a series of questions to understand their needs for the display graphics. Thanks for the great article!
Posted by Mark MacKay, Seattle, Washington | May 24, 2011

What seems to be missing here is a wider discussion about labor. In the very old days we had workers guilds for craftspeople. Over the years graphic design has shifted its identity from craft to profession. You can get and MFA in graphic design now. Is a PhD far off? People with terminal degrees want to be considered professionals, not craftspeople or workers. They spent a lot of money on their degree and they expect to be paid well. And some are. And some will continue to be well paid. But not everyone will get the best paying assignments and things like crowdsourcing will arise and challenge our definition of our profession/craft - graphic design. Facing trends like crowdsourcing makes me wonder what was lost when designers jettisoned the blue collar for the white colllar. Bargaining power? Self-determination? A living wage?
Posted by Banu Sekendur, Seattle, Washington | May 26, 2011

Michael, your writing is very entertaining. I think you would make a great teacher. You kind of remind me of the hot-shot internet marketer Frank Kern, minus the frequent use of the F-word. :)

I understand now (thanks to your article) why crowdsourcing may not be a great choice. I can see both sides of it from various comments but I hear you! When one spends years to study and master their skills, it can suck when people pay someone 1/4 the fee (or less) to get the "same" thing done. (Notice that the word same is in quotations).

I like your rant. A message without passion is useless...
Posted by Patrick Carr, Seattle, Washington | May 26, 2011

Crowdsourcing? forget it. It's rediculous to participate in. Crowdsourcing SUCKS.

As one person said above, do lawyers or doctors "crowdsource"?

Can i go to Safeway, QFC and Fred Meyer, try out their food, and only pay the one i like the best? Can i try out 5 dentists and only pay the one that i think does the best job?

So why in the world would we designers allow this in our industry. It's already bad enough that people think this work is cheap and easy. Doing work for free? I already get a lot of requests for this. After 9 years of being self employed, there's no way I would ever consider this.

This definitely devalues our industry and our businesses. I will not participate in such a harmful activity.
Posted by Jessica Bogard-Krogstadt, Polson, Montana | May 26, 2011

I have to admit the article is good but as a business that has used it in the past I agree that it works when you are a small design firm that sometimes cannot have the brain power to handle 5 designs at once, with that said I have managed some fabulous project using crowd sourcing by writing the design specs and acting as the go between.

It has it's uses and can be very powerful and there are some very talented designers out there. BTW you can also have private contests and invite certain designers to it that have performed well in the past.

I suppose that if it was all that bad then companies like Heinz 57, LG, Starbucks and Amazon would not be using the service.

Something to think about.
Posted by Eli Poblitz, Pacifica, California | May 26, 2011

Great article - thanks!
Posted by Brian Willoughby, Bellevue, Washington | May 26, 2011

There is one industry where crowdsourced logos make perfect sense: Open-source software and open-source hardware. If your product design is open to the world, and free to use, then how do you pay for a logo anyway?

I recently participated in voting on the best logo for an open-hardware project. Actually, what they really wanted was a logo to represent the overall concept of open-hardware - kinda like the Milk Processor Board "Got Milk?" campaign, who advertises for an entire industry rather than a specific client. When the whole industry is basically non-profit, who pays for the logo? Should such an industry stick to boring and ineffective logo designs just because they have no budget? I say the answer is that crowdsourcing makes sense for some, even though it's not right for all.

One interesting side-effect, though, is that public voting ended up selecting the "wrong" logo. The contest ended up being almost a toss-up between the two most popular designs, with hundreds of also-rans barely rating. Strangely, the better logo was leading during most of the voting, but suddenly at the end there was a reversal - and even a hint of ballot-stuffing. Thankfully, though, there was no single client, and thus open-hardware designers around the world are free to use the "second place" logo instead of the "winner."

Not only is crowdsourcing appropriate for the world of open design, there is also room for more than one winner.
Posted by Jay Eskenazi, Seattle, Washington | May 26, 2011

It's not really clear if your beef is w/the CONCEPT of crowdsourcing design or with the idea of a low cost crowdsourced design - which is it? If logo design competitions were $5000 apiece would you have the same objections? Personally I see tons and tons of value in being able to have a diversity of perspectives and feedback vs. relying on one person. Much of the crowdsourced designs may be of low quality - and a fair amount of your criticism is legit - but it feels like you are throwing the baby (concept) out with the bathwater (notion of low cost crowdsourcing) instead of pointing out any positives...certainly see tons of value in diversity of opinions, faster responsiveness to feedback, rapid concept generation.
Posted by Alex Milojkovic, Surrey, British Columbia Canada | May 26, 2011

Well, you sound like you might be a graphics designer yourself? Do I agree with you that "*sourcing" jobs to some place that doesn't matter to you is a bad, sure. Well, talk to Walmart, HP, IBM, Dell, Cisco first.
Posted by Trisha Cupra, Tarneit, Victoria Australia | May 26, 2011

The reason why design is looked upon as 'just a pretty picture' or 'something anyone who knows how to open Photoshop can do' is because there isn't enough talk about the true value of professional design.

If you found out you had a brain tumor, you wouldn't go to your nephew's neighbor's teenage cousin, because you've heard he happens to be pretty good with knives.

Yet, someone is willing to gamble like that with a business logo, which should last at least 5 - 10 years, if not the lifetime of the business (think Coke).

If you're a start-up and you're not sure if your business will last, or change names, then get a very simple text logo done by a professional.

But if your business is established, why the heck wouldn't you pay for a professional logo? People pay $20,000+ for a car that depreciates rapidly, and costs heaps to run, register and maintain. But they won't consider paying $200 let alone $2,000 for a logo that will make them money by attracting the right customers as the 'face' of the business?

Stupid. (And yes, I'm a designer. With a chip on my shoulder.)

Stupid.
Posted by Zheng Wang, Bellevue, Washington | May 26, 2011

I definitely disagree. This article makes blanket statements based on flawed reasonings and speculations. Crowdsourcing logo design doesn't make sense for some situations, and works well for some other situations. If I spend a lot of money and hire a highly experienced designer, does that mean I will get a great logo? Not necessarily. And the risk is higher in a way because the expense is higher. Crowdsourcing is all about accessing a large pool of creative talents and creating more options without invoking prohibitive cost.

I used crowdsourcing to design my logo and loved the result. I had several designers who happily responded to my requests and reworked their designs multiple times. At the end I had several worthwhile designs to choose from, and I crowdsourced again - doing a survey among my friends to help me choose a winner. So there, I have proof too.
Posted by Michael Katindig, Pasig, Manila Philippines | May 26, 2011

Indeed 100% And I'm a designer from Manila, Philippines. I've been outsourced here and there online but good thing I'm done with those types of clients. Oh and they have me design their own "PORTFOLIO" site and this dude doesn't even know how to use fireworks or photoshop. A local company hires me but gives me a contract that I can't post their projects on my own folio that I've conceptualized and designed.. says they'll sue me and have me pay $25,000 for damages -- and i'm just a freelancer. I get it. It's their name on the line if I did that. But for $250 a month? (one of my sideline clients) Stupid really.

Another NY company hires me to design their website.. some may be my negligence on the agreement but they just pay you $100 for a site that will bring them clients and get their wallets fat.

A UK client says that after designing and developing their site for them, their sales went up 20% just because of what i did for them for the price of $300... (oh i asked for $500) maybe it's me or my 3rd world country that we manila freelance designers get abused that much. i don't know.

We designers should get royalties from all of our clients!!!
Posted by Trisha Cupra, Tarneit, Victoria Australia | May 26, 2011

"...I had several designers who happily responded to my requests and reworked their designs multiple times. At the end I had several worthwhile designs to choose from..."

So, the other several designers who did worthwhile designs for absolutely no pay are just thrilled to have done that free work for you?

Sad.
Posted by J B, London, England United Kingdom | May 26, 2011

Designers have been paid far too much for far too long and this just appears to be a long whinge about the fact that thanks to outsourcing (not crowd-sourcing) they're earning less for colouring in these days. As for the comments about do you see this happening to lawyers and doctors, of course you do! Heard of WebMD or NoLo free contracts? The web is affecting every industry and business. You can rant against it all you like, but you're going to have to adapt to survive in a globalised market place.

Working face-to-face with a designer is obviously the best way to do things, but even if you work in the same office as designers you generally have to write everything down for them step-by-step in an email. Once you've done that for about a decade, sending your design work overseas doesn't feel any different from working with Ted upstairs. Whilst I think a lot of the comments about using a professional designer who understands your industry and can actually design are very valid, I'm all out of sympathy for designers. Probably because I work in content and we've been hit much worse by everyone suddenly thinking they can write because they can use a keyboard!
Posted by Laura Foley, Hubbardston, Massachusetts | May 26, 2011

The great Red Adair put it best: "You think hiring a professional is expensive? Wait until you hire an amateur."
Posted by Daryl Stevens, Thompson'S Station, Tennessee | May 26, 2011

I agree, if a business undervalues hiring a pro designer to brand them, it will seriously affect their success. Thanks for speaking up!
Posted by Marc Gordon, Toronto, Ontario Canada | May 26, 2011

A great subject and a great article. As the owner of a marketing company, I have always believed that crowd sourcing is not about quality, but rather value – the value that a client places in your work. The fact is that design is all labor. And that labor is based on skill, experience, talent, and education. Crowd sourcing downplays those assets and brings the whole process to the same level as a 5 year old with crayons and paper.

As for those readers like Zheng Wang and Patricia Cupra who condone crowd sourcing, I have to wonder if you would be willing to work for free on the basis that you MIGHT get paid, and if so, far below your real worth.

Professional Speaker and Marketing Expert
Posted by Paul Wright, Sawbridgeworth, Herts United Kingdom | May 26, 2011

great article! I think the comments on the article are the most refreshing part of the whole article though. It's good to hear that so many people disagree with crowd sourcing, its great for the future of design and of course great for business!
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

I think it works, if done correctly. Obviously crowdsourcing graphic design doesn't work for "western" designers. But the economics work if you live in India, Indonesia, or any number of other countries. When the average salary is $1 an hour, a $100 design contest is a significant thing.

Of course "western" designers aren't going to like the process. It removes work from their mini-economy, sends it overseas, much like an American textile worker has nothing but venom and bile for companies who make their t-shirts in China.

Another reason to do crowdsourcing jobs, even for a "western" designer, is portfolio building. When one is in the infancy stages of a career, it is wise to do work anywhere you can, even if it is for free, if only so you can show that work to a prospective client and say "check this out!". A portfolio full of cool designs doesn't in my mind have as much impact as a portfolio full of cool designs companies are actually using.
Posted by Bonnie Beddall, Seattle, Washington | May 26, 2011

Crowdsourcing should be treated as simply another business model. In my industry, we too face "discount" competition. The discount model works well for certain types of clients, not so well for others. If you can articulate the benefits of your particular business model, and why face to face is so important, you may get some people that will self select out of working with you. The people that remain are your ideal client. Nurture them and turn them into raving fans of your service.
Posted by Sheila Hoffman, Seattle, Washington | May 26, 2011

Great discussion. This 37 sec. video on Spec work seems relevant... http://www.no-spec.com/archives/students-create-nospec-video/
Posted by Catherine Azzarello, Tualatin, Oregon | May 26, 2011

I've vowed to not get embroiled in the crowdsourcing controversy again–too much of a black hole time sucking vortex.

But...haven't seen it played out in Biznik before.

Sure, I'm a designer and I'm 100% against the concept. Won't do it. Won't consider it.

However, as a 'consumer', why should YOU not consider crowdsourcing?

Because it's all a con game. Ask yourself some questions:

1) is your logo/design free of copyright infringement (can you be sure you won't be sued to cease & desist AFTER the truck fleet is painted)? 2) was it created by an adult? 3) will the designer be available for follow-up work?

Don't listen to me. I defer to David Airey and Steven Douglas, both well-respected pros. Read any/all of the following articles:

http://www.logodesignlove.com/99designs-kiddie-designers http://www.logodesignlove.com/spec-watch

http://www.thelogofactory.com/logo_blog/index.php/dirty-little-design-contest-secret/

http://www.thelogofactory.com/logo_blog/index.php/the-grim-realities-of-spec-work-and-crowdsourcing/

http://www.thelogofactory.com/logo_blog/index.php/design-crowdsourcing-overhyped/
Posted by Steve Naegele, Fremont, California | May 26, 2011

Visual design is about creating visual tension and resolving it in a specific space. If you have an eye for design, i.e. if your eye has the ability to experience what is happening visually you can judge a design. Most people do not have it, and those that do often begin with some natural ability and then go through exercises ( training) which develop and train the eye.

In this sense a design can be judged on a “independent design standard.”

Graphic design is different. It begins with a specific objective and an strategy to realize that objective and the design creates a visual tension and resolves it in away which enables the strategy to realize the objective. To judge a graphic design is first to know the objective and the strategy and then to have an eye to experience whether the design actually does this work. The objective and strategy are part of the standard to judge the design.

Like music, if you have not educated your ear, you cannot hear Miles, or Mozart and think pop music which is superficially (lack of depth) exciting is the highest level of audio experience and Bach or Coltrain doesn’t make any sense. Its what you like.

In the same way, people know what they visually like, but most do not have an eye to experience design and what they like is something that superficially excites their eye. In crowd sourcing the idea is that if only you see enough designs you can pick and choose.

In successful graphic design the designer and client beginning with a defined objective( even as simple as “Why are we doing this”) and a strategy (“Why s this going to work”) and work together in a process work flow to develop a successful design. Often in the process the objective and strategy are further developed.

Graphic design is the ability of the client to express objective and strategy, and the ability of the designer to understand the client—and often the designer has to have the ability to help the client express this— and then the ability of the designer to create visual design which implement that strategy as design .

NOTE: A visually exciting design may not implement a strategy to realize an objective, i.e. it looks and feels goo but it does not do the work. Graphic design cannot be judged on the basis of whether it looks and feels good, i.e. a standard independent of the objective and strategy.

As you can see crowd sourcing has ˜none of this. It is only about a client with no ability to visually evaluate design looking at a bunch of designs until they find one that feels good.

MSWord and PPT have exacerbated this as many marketing people use these program to create pages that look and feel good them and have come to see design as a simple matter of picking colors and choosing fonts. And they have come to see marketing projects , not as clearly defining objectives and strategies which is very difficult, but rather as picking colors and choosing fonts.

So even when you look at crowd sourcing and see designs which are visually exciting, there has been none of the necessary interaction between the designer and client that goes into developing successful design.
Posted by Emily Sapp, Portland, Oregon | May 26, 2011

Great article and discussion. It is ultimately spec work and that, from the dawn of time, has been a big no-no. You pay people for the work they do, period.

However, these discount options are a reality that probably won't go away. I agree with Bonnie Beddall about people self-selecting out. I have had clients who come to me wanting a logo for $100 and honestly, much of the time I don't even bother trying to educate them on the importance of the design process. There is a business down the street from me that has a big obnoxious sandwich board outside their door that reads "$20 websites" -- which is almost more appalling to me than crowdsourcing.

Everyone is a photographer, or a designer, or a writer now. I think it's important that we don't get caught up in how it's not fair and instead try to stay in integrity and make sure we're continuing to bring superior value to our clients.
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

Steve, I understand what you are saying. When I use crowdsourcing, it is as an intermediary between the customer and the crowd. I use my understanding of design and business to get the customer what they want, at a steep discount. Sure, it takes a lot of my time providing the art direction, but it would take me a lot more time to do the design myself, if it is even within my somewhat limited abilities.
Posted by Kristy Ewing, Port Orchard, Washington | May 26, 2011

Michael, thanks for putting into words what many of us (designers) know, but haven't taken the time to write.

I picked up a project after the client had already paid for an inferior logo design through a popular crowdsource. It didn't take long for them to appreciate how mediocre the crowdsourced solution was, especially when they started to see strong similarities between that design and logos for other large companies. The upside of this story is that by the time they came to me they were ready to pay for value.
Posted by Joy Alford, Kent, Washington | May 26, 2011

Great article, provides clarity....Thanks!
Posted by Grant Cummings, Bellevue, Washington | May 26, 2011

Zheng... "so then I showed the design to friends, took a survey and decided on the best design".... enough said.. good luck with that... I'm sure it hit the mark for telling the right story, communicating the right message and providing longevity for your business. hmmm
Posted by James Hance, St Petersburg, Florida | May 26, 2011

This subject definitely touches a nerve for all of us who have put in our time learning our craft. We are being devalued by those who would auction off our work to the lowest bid.

Some people (even business professionals) will never understand and appreciate our work. I had a financial planner tell me I had better find another line of work because there is software out there that will put me out of business. He uses marketing materials produced by a professional designer (paid for by his company), but since he has never been involved in producing or sourcing marketing materials himself, I guess he just doesn't get it. If I had spent more time with him, I would have asked if QuickBooks and TurboTax had put him out of business yet.

Graphic communicators are needed to differentiate our clients' businesses from the herd. Crowdsourcing will just not get that done.
Posted by Michelle Berg, Calgary, Alberta Canada | May 26, 2011

Hey there -- So I have two sides to this story:

First - I went the traditional route. Had to pay a down payment and for $700 for my logo, I could only choose between 3. I hated all three but felt forced to choose.

This time, and now only 6 months later when the logo just drove me nuts, I used 99designs.com. I paid $295.00 and only had to pay if I liked something. Part of me thought I'd never find anything and then I did. You're right - the guy was from Pakistan. I'm a small business, with a small budget and not a lot of room for mistakes. I'm happy now with my logo design, I feel like he got it (despite a language barrier) and I had 104 designs to choose from by the end. I did also launch the contest, because after 50 designs I liked a few but didn't know which one to choose. Then, number 84 happened and I fell in love - like a wedding dress.

I agree - the quality wasn't always there - but I think it is a great way for students etc. to start adding to their portfolio. In addition to that, it allows me to have a design that I'm happy with, without hurting my pocket book.

I get that it is a huge hit to your industry. But it is a solution for small business owners that A.) They do need to research first but B.) It is a great alternative!
Posted by Kimberly Gauthier, Marysville, Washington | May 26, 2011

I recently learned that it's better for me to pay for the services that I want from one designer who gets what I'm trying to do.

Piece mealing my projects makes my marketing materials look disconnected.
Posted by Grant Cummings, Bellevue, Washington | May 26, 2011

Michelle,

Another alternative would be to contact your local college or design school and see if there are students who are doing cost effective freelance work or " adding to their portfolio " The student gets exp. a little cash and you get a one on one designer to understand your business.
Posted by Lesa Townsend, Kent, Washington | May 26, 2011

Crowdsourcing isn't going away. For many businesses, it will remain an affordable way to get acceptable graphics created. Instead of vilifying this part of the industry, accept that your competition is now worldwide, not just in your local community, and adjust your business accordlingly.

One of the things I stress with my clients is that you have to teach your customers how to be good customers. No matter what industry you are in, your customers don't know enough to truly appreciate what you bring to the table, or how to make your job easier. Educate them so that they have the knowledge to make better choices and they will not need to be "sold" on you... PLUS they will be easier to work with as well.
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

It is a bit like someone who makes horse whips complaining about someone inventing the car.
Posted by Brad Miller, Chicago, Illinois | May 26, 2011

As a graphic designer, I'm not too worried about crowdsourcing. Is a guy looking to pay $100 for a logo really my potential client? Someone mentioned repainting a fleet of trucks...that's not who's using these services. I would rather see companies use the power of the Internet to get a half assed logo than no logo at all.

The mistake I usually make to my clients is providing too many comps To choose from. They say "you're the expert. Which one should go with?"

If a client only has a few bucks and can't afford a real design process I don't want that job. I think it's nice they don't have to go without a logo.

I've eaten at Charlie Trotter's restarant here in Chicago. He charges about $200 a person for the best food you will ever eat. I doubt he's sitting around worrying about MacDonalds.
Posted by Michael Foster, Seattle, Washington | May 26, 2011

Wow. I seriously cannot believe the response. Thank you all for such passion and interest.

I agree Brad, I really don't see any competition from Crowdsourciing. I do not compete with those that would seek it. I create very personal relationships with my clients. However, I believe a much more in-depth article on the dynamics of technology and design is in order. If everyone will allow a couple of days I would love to answer some of these questions that have arisen.

And I'd love to convince some of you nay-sayers that my point is valid.
Posted by Catherine Azzarello, Tualatin, Oregon | May 26, 2011

Further reading with some lovely examples of bargain logo design: /blog/print-design/logo-design-brick-and-mortar-reality

(article is on my website. B won't allow the full URL)
Posted by jo-el hibian, portland , Oregon | May 26, 2011

WHOA..what is with the nasty comments on Michael's looks? or urbanity? The competition is now global, we have to accept that. It all comes down to choice. So if you are a designer, focus on your network, your customer profile, and MAKING YOUR CUSTOMERS RAVING FANS--which means giving them more than 3 choices, going above and beyond their expectations, not just calling it in because you're bored. And for those of you purchasing design work--you never, never never have to pay a designer for poor work, if you set up the contract correctly. and you have to have the guts to say not good enough.
Posted by Rick Wargo, Tigard, Oregon | May 26, 2011

Welcome to the global economy and world wide connectivity! It's Wiki everything! Including Doctors and Lawyers to highlight an earlier point considering WebMd and Legal Zoom.com as examples.

I get that this phenomena can be frustrating and frightening. And is it possible that it's creating massive opportunity?

Is it possible that the increase in competition raises the quality of work you produce?

Is it possible that accessibility brings more people to the branding "sandbox" for you to play with?

Is it possible that this is just the perfect catalyst to increase the breadth and/or depth of your craft?

Am I ridiculous?

Two things I'm certain of:

It ain't going backwards.

And

It's your choice.

Michael, Thanks for your candor, perspective and and sense of humor! I love your work! Keep on Keeping on!
Posted by Michael Foster, Seattle, Washington | May 26, 2011

Hey Jo, that was me cutting myself down. (I sent in the first response.) Heh heh. Cutting yourself down is a very Seattle thing to do. And a reminder that no one should take themselves that seriously.

And Rick makes an excellent point. For all of you that are not experiencing the crowdsourcing experience in your industry, don't worry... soon you will too. (Think Yoda in Empire... "I'm not scared" Luke says... creepy Yoda response "Oh you will be... you will be.") My second article is going to touch base on that... I think this subject requires an in-depth analysis. Hopefully I'll do that some justice!

Michael out.
Posted by heather parlato, Los Angeles, California | May 26, 2011

wow, so many great comments.

to the people who say they paid for a "real" designer and were surprised by 3 logos they hated, i hate to break it to you, but simply paying going rates doesn't get you a professional. it's a relationship like any other, you have to find someone who understands your business and whose direction you trust. if you feel better acting as the art director with a crowdsourcing service, so be it, but your bad experience with one designer doesn't describe the design industry. there are those of us who use a process the author described that gets out clients branding that really works for them, and there are those who simply don't.

chuck, i'm a little surprised to hear of a designer using a crowdsourcing service as a vendor. why not go with less-experienced, lower-rated professionals and help mentor them while giving them experience and good work? also, it's not like a whip-maker complaining about the car, it's like a whip-maker pointing out that another whip-maker is giving whips away for free.

as many have said, it's not going away, but it's also not a threat to professional designers who offer thoughtful service. sure, there are those out there who can't pay for professional design services and believe the very success of their business depends on artifact and appearance, and would rather pay for a cheap service upfront than rely on providing excellent service and using simple materials they can afford until their business grows. and there are those who simply don't value design on the level that many of us deliver. it's cool, now there's a design marketplace just for you. is it a good idea? no, but if it's all you got, the author has clearly described the implications of the choice you've made. have at it!

parlato design studio
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

It's just a fact of life. Labor becomes a commodity at some point. First it was agricultural, then industrial. Now knowledge workers are the new commodity. You used to be able to make 6 figures as an Oracle DBA, now you get a guy from Bangalore with a graduate level degree to do it for 35k... and in his country, that's an incredible wage.

You, as a professional, can either participate in the race to the bottom, which nobody really wins, or you can differentiate yourself in the marketplace. Personally, I've chosen to embrace both sides of the equation, and use crowdsourcing as my own personal "mechanical turk".

A consumer looking for a motorcycle can make one out of scraps and chicken wire, buy a Honda, buy a Harley Davidson, or sit for two years on a waiting list to spend $250k on a custom chopper from Jessie James.

Do you think Jessie is threatened by Harley, Honda, or the Chicken Wire Express? Doubtful.
Posted by Sabine Reichert, Hastings On Hudson, New York | May 26, 2011

It used to be that companies could take advantage of outsourcing without obvious difference in our economy. Our economy has taken a hard hit, the unofficial unemployment rate is 20%, the spending is low. A new startup does not have the money for a logo or identity – we hear that over and over again. However, other costs that are less negotiable are gladly paid, while design is easily Cr-outsourced. It is the same business that hopes for our patronage that Cr-outsources their design (and their accounting and their writing…). None of these outsourced services pay our taxes here. Our prices are higher, because local designers pay taxes and living expenses that in return will benefit our community. The penny you save on local services today will cost you your local business tomorrow. To help make this country strong we have to support our own economy.
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

sounds awfully isolationist. do we put 100% tariffs on cars from Japan, Korea and Europe now too?
Posted by Sabine Reichert, Hastings On Hudson, New York | May 26, 2011

Do you think a Japanese or Chinese buys american cars? Guess why our Village has a "shop here first" slogan.
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

I assume so, since GM has plants and brands all over the world. Are we really going to turn this into a conversation on fair trade and protectionism? I hope not.
Posted by heather parlato, Los Angeles, California | May 26, 2011

i don't sell labor, though. design has very little to do with the labor in creating the deliverable and a lot more to do with the expertise offered in finding the right solution. i'm not competing with anyone on that, i offer the service to people who are interested in it. i chose to stop perceiving it as a race, so it's not a race anymore.

i still don't understand why supporting crowdsourcing is better than working with other designers who are priced for your profit margin.

parlato design studio
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

I don't know of anyone domestically who is priced that way. Maybe I just haven't met the right person. I'm open minded about it. I just stumbled on the place I go, I've gone through the process about 20 times, I involve the customer in the process, and I've never had a bad result.
Posted by heather parlato, Los Angeles, California | May 26, 2011

i don't think you'd find a similar pricing model, but that's not to say you couldn't set a limited budget and see who bites.

admittedly i'm a bit confused about the business you're in--and this is genuine curiosity. your site looks like you provide education / consultation for property managers, so my question here is, why would you be choosing between designing logos for them & outsourcing design services? is that also something you do? i only ask this because by a glance at your site, it wasn't obvious to me that this was part of your services.

parlato design studio
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

Oh, I do all sorts of stuff. So what would you charge me to make my site not so ugly? :)
Posted by heather parlato, Los Angeles, California | May 26, 2011

if price is the first question, hands-down, i can't compete with your crowdsourced vendors. do they do sites as well?

parlato design studio
Posted by Marco Echevarria, Carlisle, Pennsylvania | May 26, 2011

As generally insulting as the prize money is that is offered up for these contests, that's really not the real issue with crowdsourcing as far as designers are concerned. It's more about the fact that consumers are expecting designers to work for free and provide completed designs. I think that, above anything else is hurting the design industry and how the value of our work is perceived. I get the requests a lot to do the work first and then get paid if they like the designs. People just think that is how our industry works and unfortunately too many designers are bowing down to those requests. It's not just overseas designers that are participating in crowdsourced work. There are plenty of designers right here in the US that go along with it as well which is fueling the fire...
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

Heather, no, they don't. I do most of my web development by hand. Of course, I did my PM Advantage site about 15 months ago, and I'm getting better. I just like a fresh perspective. I'd be interested in buying a la carte time from an accomplished artist. Guess I need to start looking at portfolios.
Posted by Michael Foster, Seattle, Washington | May 26, 2011

Actually Steve, I'd ask "How much to make my website so effective that when someone picks up the phone to call they are already convinced to go with my services?" I swing for the fences... something tells me you do to.

And I think you'd be surprised that is not as much as you think it would be, from me anyways....

Oh, I heard Japanese gangsters prefer Amercian made Cadillacs... but that might be just a rumor.
Posted by Chuck Williams, Dallas, Texas | May 26, 2011

Marco, that is becoming more and more prevalent. I was listening to Marketing Over Coffee the other day, and more and more Fortune 500 companies are bringing in ad firms to bid on campaigns, but the price of admission is that if they want to bid, the company gets to keep your ideas. And people are doing it, because it's a buyers market right now.
Posted by Rick Vidallon, Virginia Beach, Virginia | May 26, 2011

A fair amount of our clients find us after wasting a few thousand dollars or a few months (whichever comes first) with a virtual web designer, logo farm or free lancer that has left them angry and frustrated.

Many of these clients initially hired designers or programmers offering terrific prices that were irresistible. It's a nice way to save a buck, but remember, you get what you pay for. PERIOD.

You may pay a little more to have a web design company or creative group develop your web site logo or database, but in the end a professional company will deliver on what they promise, most often exceeding your expectations.
Posted by Chris Haviaris, Pearl River, New York | May 26, 2011

this is a great discussion, I enjoyed the first dozen or so comments. Appreciate you guys are still hot on it, but anyone know a way to turn off my email updates on every comment?

No offense Michael ;-) be well!
Posted by Maria Wilson, Seattle, Washington | May 26, 2011

This article was quite thought provoking. I think it's important for buyer to beware and for the producer to be aware. You made very good points on these too addages. Common sense should prevail but sometimes it's easy to get sidetracked and forget to be wise. Thanks for the great reminder and education.
Posted by Maria Wilson, Seattle, Washington | May 26, 2011

Hey, Chris, I think you can just make another small comment and then uncheck that box that says receive an email when someone posts....smiles.
Posted by Michael Foster, Seattle, Washington | May 26, 2011

I think you have to click a box or something, Biznik isn't the easiest interface to use....

ATTENTION EVERYONE! I invite everyone to feel free and re-post this article and discussion on their blogs, Facebook, whatever... even if you're against my position and want to say rude and nasty things that's all good too. I grew up in Chicago so a tough skin is required. I was once told I draw like a high school girl. Heh heh. More on that later...

Oh, and I'd like to point out that this article and all of the passionate responses thus far was in fact... 100% non-crowdsourced material. Just a thought.
Posted by Lesa Townsend, Kent, Washington | May 26, 2011

Here's how to stop getting those emails when someone else posts a comment (from the Biznik FAQs): "To stop receiving these notifications, go to the original article, event or Biz Talk post, and one of the options on the left will be "Stop following topic". Click this button and the system will stop notifying you when people post followup comments."

The button is at the top of the article, under the author's picture.
Posted by Chris Haviaris, Pearl River, New York | May 26, 2011

Thanks Michael....agreed about the interface :-) - but I like the articles (nod) and the community.

Although, I think you Seattle-ites out number us New Yorkers about 82 to 1. Working on that. Hell, maybe it'll just be easier to move to out there. My kids and I did love our vacation there last year. And a pyschic did tell me right about that time that I would "soon find it important to be near some people in the pacific north west."

Funny thing to say to a girl from Jersey, no?
Posted by Rick Wargo, Tigard, Oregon | May 26, 2011

The responses aren't. What about the conversation? Crowdsourcing or community? Another thought for another day.
Posted by Grant Cummings, Bellevue, Washington | May 26, 2011

Chuck,

If any firms are going in with the " price of admission " being that the hosting fortune 500 company get's to keep their concepts is insane. I've never heard of that and why would anyone give away their intellectual thoughts and ideas for free? ( crowdsourcing ) I've been in pitches where they pay multiple firms to come up with concepts, you get paid a fee and even if they don't choose you, you got paid for your time, but they still don't get your concept.
Posted by Marco Echevarria, Carlisle, Pennsylvania | May 26, 2011

Chuck,

Yeah, I'll keep passing on speculative work. Large agencies are often asked to pitch work but they are not pitching against 100 other agencies. It's usually a select few and the reward is for a large account not a few hundred bucks. They usually also get paid for their time as well so it;s not really completely free work as is the case with crowdsourcing.

So, what are the consequences of this to the industry? Everyone is asking for free work, as standard practice. Ultimately, in this working situation the short end of the stick goes to the designers. The people running the crowdsourcing sited get paid. The clients that post projects get something for cheap, and the designers are dancing like monkeys, pumping out completely finished work in hopes of wining a few bucks.

In any case, no matter how much of a buyers market it is, I don't see how providing your services for free, and in competition with dozens and even over 100 other designers is acceptable to anyone. Especially when you consider how time-consuming design work is. I defy anyone who is reading this article that is not a designer to apply this working model to their particular business and industry. I bet it would not seem like such a good deal then.
Posted by Trisha Cupra, Tarneit, Victoria Australia | May 27, 2011

@Marc Gordon: You said I support crowdsourcing but if you'd read my comments on this article and the first article on crowdsourcing, it's extremely clear I'm against it.
Posted by Alana Jelinek, Santa Rosa, California | May 27, 2011

This is obviously a hot-button topic. The question basically boils down to your position on doing spec work. I was a little fascinated with CrowdSpring when it was first launched and submitted some designs for a project that looked interesting. Totally unrewarding time suck.

I agree with all the comments above. The lack of dialogue with the client is very negative. You are basically shooting fish in a barrel. And, for what?

Oh well, clients who would be happy with hack work can get just that.
Posted by Laurel Black, Port Angeles, Washington | May 27, 2011

What a great thread! There's a similar one about crowdsourcing over at the Creative Freelance blog in case you can't get enough of this subject: http://tinyurl.com/3s6ue6v There are some good solutions, a few semi-snarky comments and a great link to the best video about crowdsourcing ever. I particularly recommend it to Mr. Zheng who undoubtedly loves to be asked to provide $50 videos: http://bit.ly/irDmC3.
Posted by Marc Gordon, Toronto, Ontario Canada | May 27, 2011

@ Trisha Cupra: You are right. I stand corrected. I did misread your response.

As for Zheng Wang, would you mind doing a Facebook and Twitter campaign for me that integrates custom video? If I like it, I'll pay you half the market value for your work. If I don't like it, I'll show it to another contractor and use it as a starting point for a new version.

Professional Speaker and Marketing Expert
Posted by Kristy Ewing, Port Orchard, Washington | May 27, 2011

@ Laurel - thanks for the link to the video - it absolutely made my day!
Posted by Kristin Maija Peterson, St Paul, Minnesota | May 27, 2011

Even though the sheer volume of responses equates the population of a Indonesian village, I’ll throw in my .02 cents. Thank you Michael for eloquently stating what my business mantra is: Good Design is in the Relationship ~ the relationship between the client and the designer. It takes time and dedication getting to know your clients and what makes them and their business tick.

This part is off subject, but I had to laugh at your snarky response to your own article: the part about mis-spelling public library. When I was a very young designer working for a university union board, I designed table tents for an upcoming event that read “Free and Open to the Pubic” Nobody caught it until it was out there. An early lesson to pay attention to the details.

Thanks for the fabulous rant. Can’t wait until your book is out!
Posted by Matt Lawrence, Seattle, Washington | May 27, 2011

Public Service Announcement:

If you want to stop receiving email notifications of further updates to this conversation, you may do so by clicking the "Stop following article" link underneath the authors profile picture.

You will, of course have to be logged in to preform this function.

Biznik Director of Community
Posted by Jared M. Kessler, Seattle, Washington | May 30, 2011

OMG... that is awesome!

Spot on. I also love how you were the first one to comment on your own article. That is hilarious. Brilliant! *J
Posted by Dr. Christine King, Winston Salem, North Carolina | May 30, 2011

I feel your pain. It's no fun to be undercut by anyone, especially when the prospective client who got away sees you as on par with individuals who have less education, experience, talent, etc.

While it's not crowdsourcing, a similar thing is happening in the field of animal health. We holistically oriented vets are finding ourselves having to compete with untrained and unlicensed individuals providing all sorts of "healing" services. Of course, they charge far less than we do, which vastly helps their cause.

That, I think, is the real problem here: perceived value. It's not just about how much a service costs, but also about who is providing it. The misperception I am up against is that vets are greedy bastards that are just out to make as much money from you as they can. They don't care about you, and they certainly don't care about your animal.

I suspect graphic designers have comparable misperceptions to confront. How on earth could a logo cost HOW MUCH?! when it's just a drawing?!!

I used to drive myself mad fretting about all the untrained and unlicensed individuals competing with me for clients, and all the stupid people using them instead of me. Until I conceded that those folks are providing a service for a certain sector of the community, and they're not going to go away.

Once I came to terms with all that, I stopped railing against it. It is now a fact of life in my profession, one that is best accepted and manoeuvred around, because it's not going to change. The clients who use me, like me, and enthusiastically recommend me to their friends are the ones I want to keep working with and cultivating, as they already "get" my value. I've proven myself to them. The rest can come find me when what they've already tried hasn't worked :-)

Don't worry about the fish that got away; they're not good eating anyway :-)

-Chris King-
Posted by Dr. Christine King, Winston Salem, North Carolina | May 30, 2011

P.S. I paid a professional graphic designer to redo my logo. I wished I'd had more money to spend, because she was awesome; worth every penny. I have lots more for her to do - if only I could afford her ;-)

Not a lot different from having your dog limp along for months after a cruciate ligament tear because you can't afford the surgery right away...
Posted by Laurel Black, Port Angeles, Washington | May 30, 2011

Hi Dr. Christine - Great post! It's really valuable to get the perspective of another profession. Good for you for hiring a professional to do a professional job on your logo. (FYI, I take my 15-year-old cat to a wholistically oriented vet.)

I agree about perceived value being the key. I consider it part of my client development process to make a clear case for how the value of my work extends far beyond its decorative aspect. If we don't tell them, they aren't going to know.
Posted by Trisha Cupra, Tarneit, Victoria Australia | Jun 06, 2011

As you can tell by the above comment from Emily Lucy (who apparently lives in the same city as me but can't write English properly) it's a bad idea to crowdsource your spam as well. :-D

Editor's note: Spam post by Emily Lucy removed.
Posted by Carolyn Higgins, Fairfield, California | Jun 09, 2011

Thank you for this article! I help small busineses develop effective marketing systems - and part of that is making sure their image reflects and communicates what it's supposed to.

Against my advice, I've had clients do the crowdsourcing thing for logos and it is ALWAYS bad. Sure, it's cheap, but, you get what you pay for... Basically what i've seen is clip-art type images slapped together... really bad stuff.

I agree, a good designer asks questions, interviews the small business owner, researches, studies the competition and the market, etc. to get a holistic view and then sits down to create something truly unique and symbolic of the business and the owner's vision of it.

I hope this article helps people see the true value in hiring a real designer.

-Carolyn Higgins Fortune Marketing Company
Posted by Marco Echevarria, Carlisle, Pennsylvania | Jun 11, 2011

Here is a video of a panel discussion on this subject that pretty much says it all.

http://www.youtube.com/watch?v=Zh5Ii6P1ix0&feature=youtu.be&a
Posted by Lisa Nelson, Bothell, Washington | Jun 14, 2011

http://www.abccopywriting.com/blog/2011/06/13/why-crowdsourcing-is-rubbish/

I enjoyed this article on the topic too. All in all, it's great to see people so fired up over this and pausing to consider the true value of design work. Thanks Michael.
Posted by Matthew B. Olson, Delavan, Wisconsin | Jun 14, 2011

Both the comments and the article are fantastic. I couldn't add anything that hasn't been said more eloquently than I could have.

The amount of time, thought, and discussion that goes into any branding project repeatedly surprises clients. What it does is demonstrates that value can exceed cost, even when the perceived cost is higher than expected. The value of a professional branding is nothing short of priceless.

Learn More About Signalfire's Web Strategy
Posted by Aaron Calzado, Seattle, Washington | Jun 29, 2011

I totally agree with this article. Crowdsourcing design work devalues the standards and market value previous designers set fourth.
Posted by Kevin O'Conner, Issaquah, Washington | Jul 08, 2011

Summary of a roundtable discussion on the topic:

http://www.creativefreelancerblog.com/designers/how-are-you-responding-to-crowdsourcing/?et_mid=510466&rid=3622094
Posted by Laurel Black, Port Angeles, Washington | Jul 08, 2011

Thanks for sharing the CFC link, Kevin! We have had a robust discussion of the crowdsourcing scourge on that blog. I see that there are several other CFC participants on this string. I highly recommend checking it out - it's another high-quality professional resource that complements Biznik.
Posted by prabhu vidya, coimbatore, Tamil Nadu India | Aug 04, 2011

The Article you have written it truly inspiring. One is charged by hope and positive energy when he reads through it and I loved each and every bit of it. STAY POSTIVE and BLESSED! unlock iphone 4
Posted by Laurel Black, Port Angeles, Washington | Aug 04, 2011

I recently had an experience that brought the reality of crowdsourcing home. A client stumbled onto a crowdsourcing site after I had designed a logo for her and she was not happy. I responded by explaining how crowdsourcing works and used an analogy to show how it could affect her business. She totally got it. I think one of the best ways to combat CS is by educating our clients and showing how their professions would be degraded by commoditization. You can read the whole sequence here: http://laurelsdesigndeli.blogspot.com/
Posted by Kevin O'Conner, Issaquah, Washington | Aug 11, 2011

Here's a particularly offensive example: Sony Music's contest to solicit album artwork for a new Miles Davis compilation:

http://www.milesdavis.com/us/news/miles-davis-fan-project-we-need-your-help?cid=lg:92n&utm_medium=post&utm_source=facebook&utm_campaign=ypp%20-%20miles%20davis

Now the idea of a fan-designed cover for an album whose selections are decided upon by fan votes is one thing. $200 (not even in cash) for a major-label album cover in which the designer retains no rights whatsoever is just evil.
Posted by Karen Polis, King Of Prussia, Pennsylvania | Oct 10, 2011

I know I'm jumping in a little late here. I liked this article and wanted to point out the energetic ramifications behind the idea of crowdsourcing (which, by the way, the entire time I was reading this I kept reading as “overcrowding”).

There are probably a handful of the hundreds of people who respond to crowd sourcing who are passionate and enthusiastic in their response. However, for the rest of people, they may be just working for free–scrambling to get anything they can. In this case, they are doing work from a place of lack and not valuing themselves. Likewise, the people putting the request out may also be devaluing themselves by not investing in a professional relationship with a graphic designer.

So, it's possible that crowdsourcing could work in some situations, but the energy has to be right on both sides, otherwise it is a lose/lose proposition.