Comments on: The need for speed

By: B. Baggins

B. Baggins — Tue, 04 Jul 2006 21:13:41 +0000

(We call this “polishing a turd.”) - hardly an original term.

By: Dan Joslyn

Dan Joslyn — Sun, 04 Jun 2006 15:58:26 +0000

Speed is relative to something. In my work speed as a process is relative to getting information. I love loads dumped quickly then I love sorting slowly and then moving fatser to project options. It is a rhythem.

I try to speed-up review getting feedback, encouraging not holding back that slows down the possibilities which can be reviewed more slowly but creating options sooner for better decisions faster.

Dan

By: Eric Karjaluoto

Eric Karjaluoto — Tue, 18 Apr 2006 18:55:27 +0000

Hi DK,

Good question.

In my mind, working intelligently is paramount to working effectively (and in turn quickly). In no way do I mean to imply that skipping key steps in the process can result in successful work.

You need to spend an adequate length of time learning, researching, and working to understand the challenge at hand, prior to creating useful design. Otherwise, the client (or in your case employer), is left with a shell of a solution--perhaps visually appealing, but likely ineffective.

When I reference working rapidly, I make the assumption that solid process is relied upon. This seems the only way to actually ensure that we deliver as we promise. Our first directive is to solve the problem. Our second is to complete the work efficiently. Seasoned designers can generally do both, but even that statement must be tempered by common sense.

I am reluctant to speak for others; however, I believe that 6 hours for a logo and identity is not a sufficient amount of time to truly design a solution. Instead, it feels a bit like a fantasy. I would love to have my lawn mowed in 7.8 seconds, but realistically, some things do take time.

Fast doesn't mean sloppy, incomplete, or foolish. My suggestion is to bring up your situation with your employer, and explore what their goals are. Do they wish to be a production house or a strategy driven operation? If they are solely interested in the mechanics of the work, and not the effectiveness of their efforts, you likely won't sway them; however, if they are really interested in delivering good work, they may take your points into consideration.

If you work for an operation that is not design focused, you will have to make an effort to articulate why a more deliberate and thoughtful process may be necessary. In working with our clients, we make a business case for the time requirement and processes in our work. If they can remain dispassionate and practical about what they need, we generally find success with this approach.

Ask your employer questions. Why are we doing this? What is the end goal? Will it actually work? I am hard pressed to believe that this kind of reasoning wouldn't be successful. For example, if your employer explained that a new brochure was intended to create brand loyalty, and you could explain that it was not possible given the direction, you may steer them in a more appropriate direction with more realistic time allowances.

Most people are logical if presented with a clear case and salient argument. As much as we shirk away from doing it, this is a part of what we are required to do in order to bring sound work to life.

Good luck!

Eric

By: DK

DK — Tue, 18 Apr 2006 14:51:21 +0000

Interesting post.
The speed process is something I am all too familiar with at the place I work. But here is my question to you; when is fast too fast? You see, I am thee entire "design team" at the place I work. Which is cool sometimes and crappy others. This is also the first and only design job I have had out of school. Unfortunately we only work with low budget clients for the most part, and the powers that be know absoultely nothing about design, so they think, hey, if your that creative, you should be able to come up with brilliance on the spot. Research!?! Your just wasting time.

Anyhow, rants aside, I am curious to hear what you would consider "too fast" for typical prijects. Am I just being a baby, or is 6 hours to design a logo and entire ID package just insane??

I would say I am alotted 12 hours tops to take a logo from concept to final deliverables around here. Is it just me or is that still insane?
10 hours to design web site comps?

I do it cause I have to, and most of the time I pull off something pretty decent. I am sick of only pulling off decent however. Do I just need to shut up, stop complaining and continue to bite my tongue, or do any other designers that have been in this game a while think that these are weak time allotments?

At what point do projects become hack rush jobs?
I am curious to hear some thoughts.