The DL on Design: Fast. Good. Cheap.
8 April 2021
Bianca Sawyer
Lead Designer, Identity Marketing
Fast, good or cheap? You can only pick two. In the design industry, there is no rule of thumb as to what two options you should choose as every project has its own restraints, timeline and budget. If you want it cheap and fast you will end up with a sub-par design. If the deadline is coming up quick and you want it to blow your socks off, be prepared to open your wallet. If you are on a tight budget and want a quality finish, expect it to be finished…well who knows when. Although I’d like to provide the hot tips on how to hack the system to have all three, however it’s just not possible. So, allow me to walk you through your options.
Fast & Good
Picture this, you have a product launching in a month and you realise you need a visually striking campaign. Fast and good quality design is possible however it comes with a catch: the designer executing your magically quick, brilliant masterpiece is likely to have years of experience and this is what you will be paying for. Not only that, you’ll likely be paying a premium to have your project skip the queue over other creative projects that the designer is already working on.
Good & Cheap
A creative genius that won’t break the bank? This is possibly the most desirable combo if your project has a flexible timeline and you’re on a budget. Tread carefully as this scenario often leads to one of two outcomes. The first, you find an inexperienced designer who doesn’t have the credentials to charge large figures, the outcome is graphic design that is subpar. The second scenario is finding innovative, creative and ingenious designers but your project gets pushed to the back of the “to-do” pile to make way for projects that are bringing in dollars worth the designers time.
Cheap & Fast
As a Senior Designer who won’t settle for anything less than the best, this combination makes my skin crawl. We live in a society where food and fashion is often cheap, fast and readily available, so it’s little surprise that businesses and brands want their graphic design done yesterday at a slashed price.
The downside of working with fast and cheap designers is undeniably the quality. It is often tempting to fall into the trap of websites offering incredibly cheap, cap price graphic design works that captivate but most of the time it’s an empty promise. Producing quality, timeless and unique design takes consideration and experience which cannot be achieved under a high-volume and quick turnaround environment. If you’re still not convinced that going for the cheapest and fastest route isn’t the best option, remember that not prioritising quality is not prioritising your consumers experience and how they perceive you in the industry – so continue at your own risk.
Before making a decision on which approach to take, assess your project’s circumstance and restraints. In most cases, good quality is a given as good design is an investment. My advice is to know where you can scrimp and know when to pay up and prioritise.
