Go for fair design, it’s worth it.

How designers and their clients value sustainable Swiss graphic design.

Swiss graphic designers inherit decades of renowned design tradition. They guide their clients through the design process and offer custom solutions. You can rely on their professional know-how earned in apprenticeship or Art University.

Clients look for a designer

Clients visit some websites, ask for contacts among their friends and then look at prices. They can choose between agencies, freelance designers, little studios or international communication offices. Often, clients hesitate between those structures. They also ignore who exactly will execute the work for them inside the structure.

Ordinary traps leading to unfair competition

Clients choosing an agency, expect only qualified designers to work on their projects. But this isn’t always the case.

Some agencies present almost finished designs for free to win pitches. When they don’t win the project, their other clients will have to pay for the costs vicariously.

To compete in a call for tenders, agencies set overly optimistic cost estimations. This can later generate more extra charges. Fallowing projects tend to cost more to compensate the previously underestimated costs.

Swiss companies do give their graphic production in neighbour countries. This harmful mechanism leads to near-disappearance of the print industry in our country.

Designers often get asked to make cheaper prices for cultural or non-profit projects. They are invited to take part to design competitions where only the winner will get paid. Young graduates are tempted to work for free so they get references for their portfolio. Some designers accept, which weakens the credibility of the design branch.

Such behaviours generate an unfair competition. Designers and agencies who honour an ethical code of conduct compete with those who do not. This system discourages fair businesses and depreciates design, harming the whole branch.

Designers say they despair not getting rewarded for the high standard they meet. It is especially hard for them in the beginning, while building up their customer base. They usually do not advertise a lot for the precious work they do.

Confidence as an added value

Some clients told me it was super hard to find someone they can rely on. A partner who cares and is happy to help. Also when the task overlaps another field than design. Someone who gives a call if there is something wrong with the briefing and pays attention.

Clients can’t always explain the difference, but feel and value it. If you work with designers, you know how important an organised helper is. Of course, it is also a lot about personal affinity. But most of us value a solid partnership. This cooperation takes a little time and confidence but soon pays out. That is what we stand for.

Incentive for fairness

I want to bring clients that ask a lot and committed graphic designers together. We can reward sustainable behaviours and set an example together. I offer to use a label for Swiss fair produced graphic design on print products. This incentive will allow us to proudly display designs created in Switzerland. It will rally firms that care and create an added value.

I am organising a working group consisting of firms using design, designers and agencies. We will discuss our expectations and set a few basic rules so we can quickly field-test this idea.

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