I hear a lot about creatives getting outrageous requests for free labour. To the point that someone coined the term “exposurebucks,” i.e. that magical currency I can’t seem to exchange for food and shelter. The expectation of free labour makes creatives mildly hysterical. And if you’re just starting out, you’ll get these requests a lot.
Is it all bad? When should a graphic designer, or any creative, work for free?
Short answer: When it suits them. Because once in a while, it does.
Obviously free labour is never ideal. You should be compensated for all your work all the time. But like in any industry, there are moments when donating your talent is a positive thing. Following are some checklists to see if it’s a sacrifice worth making:
Practical reasons to work for free
(this stuff has some worth!):
– to expand your portfolio with real-world projects that give you credibility and could get you more work in the future. Especially if you’re a green designer with not a lot of work under your belt; it’s a practical strategy if you’re really stuck. Also applies to seasoned designers who are trying to break in to a new industry or medium.
– access to weird and wonderful projects that are pretty rare and would be cool to experience. Whatever that is to you: artwork for a board game, a hilarious logo for an unusual business, a skateboard deck, etc.
– it gives you life. Maybe this project is just plain fun. Or supports a person or cause you believe in. Or continues the existence of something you enjoy. Be honest with yourself; if it doesn’t resonate, don’t feel obligated, even if it’s for a good cause.
– it passes the gut-check. Make sure: boundaries are not being crossed, you feel valued and respected rather than used…or disgusted. Per my favourite quote from the movie Inside Out: “This is Disgust. She basically keeps [you] from being poisoned, physically and socially.”
Bad reasons to work for free
(this stuff has hypothetical worth only, and you are being paid in optimism):
– exposure! Ironically, the people offering you exposure as payment are most often starting their business from scratch with no audience or customers. Depending on the size of your own following, showcasing the work on your socials probably helps them more than they can help you. Lol. Sigh.
– more exposure! What if they do have a large following? I argue it’s still not beneficial, at least in the graphic design industry. Most people look for graphic designers the moment they are needed. Like with plumbers. I’d love if anyone who liked my work sought me out and filed my info under “artists to hire”. But no — if I’ve done my job they should be inspired to engage with my client, not me.
As for referrals? A little better. But there’s still no guarantee the person hearing your praises actually needs you right now. Or likes your work. Or that the project goes so well that the client is happy to refer you. Referrals are a fantastic bonus! But not substantial enough on their own to count as payment. Plus, I find the most timely and genuine referrals come from people I’ve known a while.
– the promise of more work as the client’s business grows! Sadly, there’s no guarantee their business will succeed. I mean, we hope it does! And our diligent work for them would help give their business the best possible shot at success. But neither of you know when they’ll be able to afford paying you. The promise of more work should be regarded as hopes and dreams — but is not a substantial reason for you to work for free.
– you smell entitlement. The client is trying to pass off their request as a favour to you. Or they want a “free sample” so you can “prove yourself” (nope, your portfolio is the sample). Run for the hills. You’re looking for transparency, flexibility, and respect.
Working for free is not always a bad thing — sometimes it leads to great things! But always make it a calculated choice. Do it on your own terms.