Refreshed Practice Notes by the DIA for all Designers
Over the years, the Design Institute of Australia’s (DIA) Practice Notes have been a helpful resource allowing designers to gain access to vital professional design information. As part of the recent refresh of all DIA resources planned around the launch of the new website and branding, the members' Practice Notes series has had its first major overhaul in over a decade.
The improved and refreshed series, with over seventy items, provides more relevant guidance for contemporary workplaces and is available for all designers who are members of the DIA. The Practice Notes cover topics such as conditions of engagement, confidentiality agreements, preparing for staff reviews, understanding intellectual property and how to set fees for design services.
Giving designers the fundamentals to take control of their careers and flourish at work, the updated titles in the series has identified new topics covering issues designers face at different stages of their careers. There is also a set of notes as guidance for clients on topics such as selecting a designer, writing a good brief and resolving disputes, as well as a range of resources about designers in Australia that incorporates data from the DIA's long-running fees and salary surveys.
The topics and themes organise the different issues in each series:
Designers in Australia
Working as a Designer
Working with Clients
Running an Office (just released)
Buying Design Services
Members can access the Practice Notes free by logging into their account and going to Resources/Practice Notes
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Non-members can purchase the Practice Notes via the Store
Excerpt from the DIA’s Practice Note titled Free Pitching and Design Competitions
Introduction
Anyone working in a creative role will be familiar with the paradox of having skills simultaneously in demand and undervalued. Free pitching is a common practice used to win work in some creative fields, such as advertising, but it has not traditionally been routinely used in the design sector. In sectors such as advertising, the costs of free pitching are built into subsequent invoices.
Design competitions are usually used as part of marketing and engagement strategies to build interest in and support for a major project before its completion. They are often used for significant, high-profile building works or launching new products.
What is Free Pitching?
Free pitching refers to a process where a designer is asked to compete for work by submitting a design concept without receiving remuneration. The invitation to bid can come from a client selecting a designer for their project or from a corporate organisation or government body running a design competition.
In any form, free pitching undervalues design.
Why It's a Bad Idea
Free pitching is undesirable for several reasons.
Firstly, it assigns no value to the most critical stage of the design process. A project's conceptual or early development stages are usually the most complex, requiring the highest level of design expertise. With free pitching, the highest value stage in the design process is being provided without remuneration.
Secondly, it discourages design excellence. The best design outcome starts with a good brief of the work. Free pitching doesn't allow the designer to engage with the client meaningfully to understand the project's parameters, shaping the desired outcome.
A design business typically only places its full professional support and resources behind economically viable projects. Therefore, free pitches will likely be subject to a less-than-desirable level of research and development. Clients will likely receive a high percentage of 'best guess' solutions, sure to have a lower success rate in production and the marketplace than properly researched and carefully developed design solutions.
Thirdly, it discriminates in favour of large practices. Due to the ability of larger design practices to allocate staff and resources to execute projects quickly, free pitches tend to work better for large studios rather than smaller ones.
Smaller firms are less able to absorb the costs of unpaid pitch preparation, so they are less able to compete with larger outfits. This disproportionately affects women who are more likely to be running or employed in micro-design businesses.
Free pitching can also lead to unethical practices, such as copying concepts or content from unsuccessful bidders into project documentation.
How Should Designers Be Selected?
A good procurement process starts with a good brief. Extra care at the outset saves clients and designers from wasting time and money. Instead of a free pitch, the DIA recommends that selecting a designer should be similar to choosing any professional and based on the following:
qualifications
experience
recommendation/industry recognition
This information can be contained in a general presentation on the company profile and designer credentials. Qualifications and experience should be appropriate for the scope of the project. Membership in a relevant professional body such as the DIA ensures a commitment to accountability and ongoing professional development. Industry recognition, such as through the DIA Accredited Designer program, signals that their peers recognise the expertise and professionalism of a designer and that they are held to a high standard.