We always know best right? Our gut never misleads us? Not always! In fact sometimes when you are so engrossed with something or so close to it you will have a hard time standing back far enough to see it through another’s perspective…and that other person could be your customer or prospect! You can’t afford to lose their attention…can you?
Most times creative vision and creative design plays an integral role in whether a marketing campaign succeeds or fails. It’s not so much the actual creation either, it’s the conceptual vision that encompasses the whole identity of the project. Educated designers know that before they even begin “creating” something they must know the purpose, desired outcome and the audience they are speaking to. These factors are extremely important in determining the end product. A good designer will ask you a list of questions so that they can adequately determine what will work best for your brand, image, personality and the audience that you are trying to attract. If they don’t offer this then you need to look elsewhere. Now remember, all designers are not created equal…(ours rocks by the way)!
Next time you find yourself working along side a creative person try experimenting and just let them have the creative license to create what they believe to be the best approach and allow yourself some time to stand back, ponder and collect feedback from an impartial group. You may just find that where you would have steered the ship is nowhere near where you ended up….and that is not always a bad thing. In today’s over saturated communication world you need to stand out and playing it safe with your creative design all the time may not be the best long term strategy.
When working with a creative person and you find yourself wanting to guide the project to your vision try thinking of it in this way…
-would you conduct open heart surgery on yourself while the doctor watches giving you pointers?
-would you hire a plumber and then replace the pipe yourself as the plumber stands behind you and watches?
No, of course not, that would be silly. That is what you are paying them for. It’s the same with marketing communications, there is much to be gained by capitalizing on the talent, training and creativity of a well trained graphic designer and those with a passion to create positive results for you.
Give it a try! or better yet….think of Holmes for your creative design needs!