The subject of using contests (like 99 Designs) for making e-book covers has created huge controversy in the graphic design world, including complaints of driving down prices, etc.
My own feeling is that not every designer works the same way, and e-book contest covers can be a compelling way to get a decent cover at an affordable price.
Below is a comment I submitted to this post on Joel Friedlander’s blog, The Book Designer, about using contests for e-book covers.
I’m a writer who has, in the past, done graphic design for a living—everything from layout to burning plates and occasionally minding the paper folder. Catch is, that was the 80s, and it’s a huge technology shift that I haven’t kept current on. In the 80s, I joined a consultancy that had a mix of software engineering and graphic design clients, though we also did some music-related stuff for a gaming company.
At one point, my partner and I decided that we were too unfocused and we should concentrate on one thing, so however we earned the most money in the next six months would narrow our focus. We made more money in software engineering, thus gave up the design part of our business. In retrospect, I think that was a mistake.
In between software gigs, I did still work in graphic design on occasion, though not through the partnership. After the company folded, I went back to graphic design for several months before heading off to Ireland. I was burned out and fried, and working on setting travel agency ad copy and laying out restaurant menus was far less stressful. I was the first to use the new typeface Lithos for Mexican restaurant menu design (for El Torito), and every time I see another Mexican restaurant using the face, I smile. It may be a super-small trend I set, but it was a move away from more stereotypical ethnic typefaces.
I’ve done cover designs on 99designs. Never won a gig, but I’ve been in the final round several times (mostly for hidden contests). I get asked to submit designs every now and again.
There are good and bad things about it, so I’m going to be frank with what I feel works and doesn’t work about 99 designs—and why I bother to do it at all.
First, I’m not an illustrator in any sense of the word. I’d love to have that skill, but not so much that I take the thousands of hours it’d need to really develop it. I’m really, truly at the “daisies like a six-year-old draws” stage of illustration skill. After I get my current book done, it’s actually part of my commitment to myself that I’m going to learn how to draw better as well as finally learn Illustrator.
I view the contests as “Photoshop homework where I have a risk of making some money.” That’s it. I’m looking for a challenge as an artist: what do I feel I have to say about this topic? And what can I challenge myself to learn? Also, do I have a photo that I think works for this?
Especially where there are photo-based covers, sometimes 99designs can feel like a race to find the killer stock art. For Tim Rymel’s forthcoming book Going Gay, when I saw the artist submit the winning cover, I inwardly folded. What I’d found was nowhere near as good. Tim obviously agreed, as he ended the contest early. Could he have gotten a better cover? Possibly. But I think it does an awesome job. In that contest, only a handful of designs were submitted.
The other extreme I’ve seen is where the client just keeps chewing up designer time. This contest had a mind-boggling 1265 entries. But, because they were paying $450 (rather than the more typical $200 or $290), people kept on submitting. I don’t want $450 that badly; I’m so glad I was eliminated early. I’m guessing the winning designer probably earned around $2 an hour.
Another problem is the person who’s self-published a book with an awful cover, then comes back to get a better one when their book isn’t selling. Catch is, if their taste was that appalling to begin with, it isn’t much (or any) better now. They’ve only decided it’s worth spending (more) money for. For you great designers out there, these people were likely never your customers. They’ll often reject good design. The beauty of 99designs for these kinds of situations is that you can look elsewhere for how you make your money. There are plenty of people willing to be awful for the client.
Look, I get that those of you who are real designers for your day job feel that these contests are a threat. And those of us who design a cover every now and again when we have the time aren’t really in your business at all. I’m far more interested in the one-off client where there’s no future implied obligation because I’m a writer first and designer second. You generally would prefer to have repeat business or at least referral business.
For those of us who find this kind of thing a bizarre form of entertainment, one of the reasons I do it is to hone my sense of design. To play with my font library. To try to figure out how someone else did something and have a go at it myself (not to knock off the design, but just to learn). To see what I like (and don’t like) about other people’s entries, and try to articulate why it does or doesn’t work for me. For me, that’s what the real benefit is: not the money, but the education.
One of the things I’ve had to spend a lot of time on is documenting the rights I have. Do I have rights to use this in a commercial project?
Speaking of fonts, I’ve learned how much of a font freak I really am. When some unexpected money came my way, I decided to go to TypeCon in July. Their program and workshops sound fabulous. So that’s a direct result of 99designs contests.
Almost every penny I’ve earned this year is as a designer. (I’ll have books out later this year, and I expect that, at year’s end, design will only be a minor part of my income. One hopes.) Did I design my own covers? Yes I did. Ultimately, that’s why I’m doing this: so I can do a better job for myself. Even if I get to where I think hiring someone else is a better choice, I will be better working with a designer because of my experience.
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