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February 17, 2012 / maloney90

Why businesses decide to use crowdsourcing

It’s easy to see why a business would choose to crowdsource it’s new logo. Crowdsourcing is cheap and easy to do and it appears to be good value for money, £195 (Launch a contest. n.d.) for a selection of one hundred logos to choose from? It sounds like an offer to good to refuse. It’s nothing new either, clients have always asked designers to produce some work for free or for cheap so that the could get an idea of our style or our thought process, now with crowdsourcing they can do this but can use a much larger crowd.

For small businesses you can see the appeal of crowdsourcing, where as in the past the may have gone to a sign maker or print shop and asked a logo and some business cards they can now go online and ask for the same thing and get a bigger and better choice. It should be considered that these small businesses most likely don’t have the budget to pay a design agency to create a solution for them and crowdsourcing gives them the opportunity to get a well designed logo for their business. There is also the fact that design agencies probably wouldn’t even take on these clients as they’re deemed low-level and that by them crowdsourcing a logo is not preventing design agencies getting work but “simply replacing the quick-print guy and the executive assistants.” (Mooth, B. 2010)

Figure 7: Would a design agency really want to design a cleaner’s business card?

Some businesses believe that crowdsourcing is a way for them to connect with their customers, setting up crowdsourcing competitions for customers to enter where they will then take the best design and use it for an advert or turn it into a logo. This is what Peperami did for an advert back in October 2010 they posted a brief online asking for ideas for a T.V spot with the winner receiving £6,000 and Peperami getting a new advert. Everyone’s a winner it seems although Peperami by crowdsourcing the advert managed to save around “60-70% on the cost of using a traditional agency.” (Comstock, G. 2010:89)

Figure 8: Peperami’s crowdsourced advert

Although it doesn’t always work this well for businesses in the same month GAP redesigned it’s logo, which caused an outcry from its customers and many design blogs and publications. To try and save the situation GAP announced that it had been listening to its customers and now “we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowdsourcing project.” (Challand, S. 2010) The crowdsourcing project never happened and GAP realizing they had misjudged the whole situation reverted back to their old logo.


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