Great design equates with understanding and love. Sounds like marriage I know. And in a way it is.
Take a look at the iconic Nike logo, the Apple campaign for Mac or the print ads for Mastercard.
You get the brand when you see the ads.
You understand the values being communicated.
Better yet, you can look at them over and over again without tiring because they are spectacular in their design.
See what I mean about love and understanding.
I bet if we asked the marketing or communications managers at these companies about the design process, they’d say they have a great working relationship with their agencies. How many us can really say that and herein lies the real issue as why some organisations have amazing appeal and get great results from their agency’s design efforts, while others rest in the grave of mediocrity.
When you speak to artists and those of the creative ilk, their litany of woes is as long as Rumpunzel’s hair. At the base of it all is that corporate needs to be clear up front about what they want.
Here are the things your design team wishes you would know:
Come to the table with a solid brief. This may sound easy but many of the briefs are very muddled. Designers can get very justifiably irate at this since it means valuable time has to be spent trying to navigate their way through a vacuous document that speaks nothing of the target market and their needs.
Be clear. Tell your designers what you want the work to accomplish. Are you looking for average? Something that’ll shock? Something above reproach? Something just like your competitors? Be honest because if you do know it'll save everyone a lot of time.
Tell them your budget. Yes, really.
Have you seen a great design that you like. Sure you have. So go ahead point it out to the design team. If you want a Tv spot to be like three others (in feel only, and not treatment) then point it out.
Oh don’t forget the design is not meant for you but for the target audience. Walk a mile in their shoes before giving comment. A good design team always does that , so please don't backseat drive them through the process.
Oh and finally, how about a thank-you.
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I have been thinking a lot lately about how suppliers and clients can improve their working relationship and intend to devote a series of posts to the topic.
Lately our firm has been getting a lot of proposals for marketing communications plans from clients all of them within a 5 day time frame. I started saying no to some of the requests, not because I don't want the new business but because the process of writing such a plan takes more time than that and clients needed to realise it.
I am sure they too have issues on the supply side and I am hoping my series of posts gets us talking to each other in some kind of depth about ways we can improve the supplier /client relationship.
Here's another something I thought of, a great campaign rooted in a terrific design idea allows a company to compete on the basis of feeling and fantasy and emotion and imagination. That's design in a nutshell, isn't it?
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