The "Cheap, Fast, Good" Design Dilemma
In the world of design (and many other industries), clients and creators often face a dilemma called the “Cheap, Fast, Good” Triangle. This simple principle says you can only have two of these qualities in any project—and trying to get all three is likely to lead to disappointment. Here’s why:
If it’s Cheap and Fast, it’s probably not Good.
If it’s Fast and Good, it’s probably not Cheap.
If it’s Good and Cheap, it’s probably not Fast.
This rule isn’t just a guideline—it’s a practical reality that helps set expectations for both clients and designers. Let’s break down each combination to see what this looks like in action and why choosing two qualities often leads to the best outcome.
Combination 1: Cheap and Fast (But Probably Not Good)
If you’re looking for something done quickly and on a budget, then quality often takes a back seat. This approach might use templates, quick fixes, or shortcuts to deliver a result without spending a lot of time or money. While this approach can be practical for very short-term needs, it’s usually not the right choice for projects where quality matters.
Example: Imagine a small business needs a flyer designed by tomorrow for a pop-up event, but they don’t want to spend more than a few dollars on it. The designer might use a pre-made template, with limited customization, to deliver it quickly within budget. It gets the job done, but the flyer might look generic and won’t make a lasting impression.
When to Use It: Cheap and fast projects work best for temporary solutions, internal documents, or quick announcements where design quality isn’t a priority.
Trade-Off: With cheap and fast projects, the result is often just “good enough.” It will serve the purpose, but it may lack originality, brand alignment, or the polish that quality-focused design would bring.
Combination 2: Fast and Good (But Probably Not Cheap)
When quality and speed are the top priorities, expect to pay a premium. High-quality design work done quickly requires extra effort, resources, or an experienced designer who knows how to deliver quality under pressure. This approach is ideal for projects that are both high-stakes and time-sensitive, like an event launch or branding for a new product. However, this approach usually involves overtime, rush fees, or the allocation of additional resources to meet the deadline.
Example: A tech startup preparing for a major product launch realizes it needs branded materials, including a logo, website, and social media content, within a week. They hire an experienced designer willing to work extended hours to get the job done quickly and to a high standard. The result is a polished, professional brand identity delivered in record time—but at a premium cost.
When to Use It: Fast and good is a great approach for projects that can’t afford to compromise on quality and have a tight deadline, like last-minute pitches, events, or high-profile launches.
Trade-Off: This combination comes at a cost. Fast and good work often means paying for the expertise, experience, and quick turnaround needed to deliver quality without delays.
Combination 3: Good and Cheap (But Probably Not Fast)
For clients who want quality but are working with a limited budget, choosing “Good and Cheap” is often the best path. However, this means the project will need a longer timeline, as the designer might fit it in around other, higher-priority work. With ample time, the designer can produce something meaningful, unique, and tailored to the brand—but without the rush, and at a price that aligns with a limited budget.
Example: A nonprofit wants a full rebranding but has a limited budget and a flexible timeline. The designer takes on the project as a side commitment, working on it over several months, refining the details with thoughtful iterations. The result is a high-quality brand that represents the nonprofit’s mission and values beautifully—but it took time to develop.
When to Use It: Good and cheap is ideal for long-term projects that don’t need a quick turnaround and can wait for a more affordable, quality outcome. It’s also a good approach for clients looking to invest in a lasting brand identity without a rush.
Trade-Off: The main trade-off here is time. When a project is good and cheap, clients need to accept that it won’t be delivered overnight. It requires patience and trust in the process.
Why the “Pick Two” Rule Matters in Design
The Cheap, Fast, Good triangle is more than just a limitation—it’s a roadmap for setting realistic expectations. Here’s how this rule helps:
Clarifies Priorities: When clients pick two qualities, it brings focus to what they value most, whether that’s budget, speed, or quality.
Manages Expectations: This framework creates a shared understanding between the client and designer, reducing the chances of misunderstandings and frustration.
Ensures Satisfactory Results: Projects often turn out best when the client and designer are clear on which qualities matter most. By setting realistic goals, the project aligns more closely with everyone’s expectations.
Final Thoughts: Choosing What Matters Most
In any design project, Cheap, Fast, and Good can’t all happen at once. By choosing two, you’re able to work within realistic boundaries that guide the project toward success. Next time you’re planning a design project, remember:
Cheap and Fast: Works for quick, temporary needs, but expect limitations on quality.
Fast and Good: Perfect for high-stakes projects, but be prepared to pay for speed and expertise.
Good and Cheap: Ideal for quality-focused, long-term projects where there’s flexibility on timing.
In the end, the Cheap, Fast, Good triangle isn’t a restriction—it’s a powerful tool for making design projects more manageable, focused, and ultimately more successful. By knowing what to prioritize, you can make informed choices that lead to the best possible outcome for both you and the designer.
