Strategy+Design

In marketing, opinions can be dangerous for both client and agency, especially those that are centered around personal taste. It’s a double edged sword. Going on gut feel rather than facts and real insight can get you into all sorts of trouble because making assumptions usually leads to tactical solutions that feel right in the short-term. Unfortunately, way down the line where everything is supposed to connect, those tactical ideas that seemed so cool at the time don’t hold up because they are often not based on anything remotely strategic. And that’s where things can get ugly and fingers get pointed, unless you follow three simple ground rules.

Rule #1: Establish clear objectives and stay focused on strategy

I can’t tell you how many times I’ve seen great ideas railroaded by opposing opinions over colour, fonts, pixels, software effects, etc. As soon as “creative” tactics overshadow strategy, the project is almost always doomed. When faced with this situation, always ask, “Is this solution getting us closer to or further from the project’s objectives?” The key to this question is “objectives”. As long as both client and agency have already agreed to clearly defined strategic goals for the engagement (who it is for, what is being communicated, where and how it will be communicated), then answering this question and getting the project back on track should take less than a few seconds. However, if answering this important question is difficult and takes more than a few seconds, then both client and agency need to go back to setting some objectives.

Rule #2: Understand the difference between art and graphic design

In his book, Website’s That Work, renowned creative guru Roger Black wrote, “Design shouldn’t be mere decoration; it must convey information.” Black wrote that book in 1997, a lifetime ago, yet the principle still rings true today. That’s because graphic design is all about communication, not art. Yes, there is an “art” and a “science” to crafting messages that are relevant and meaningful to a target market. But let’s be clear, art is something we admire in an art gallery. In our homes, we use art to decorate. It’s personal. What it means to me may not mean the same to you. In marketing, graphic design is only good design when it communicates a strategic objective (usually to sell something). If it doesn’t do that, it will not matter how cool it looks, it will not resonate. In other words, no sales. Just mere decoration.

Rule #3: Don’t debate, educate

In the 20+ years I’ve worked in this fascinating industry, the most rewarding experiences I’ve witnessed are when both client and agency work together to understand and share. It’s amazing what happens when both parties respect each other and work in unison to accomplish a common goal. Everyone wins when the goal is to educate rather than debate. The Creative Taste Debate will usually rear its ugly head during the creative design phase. It is at this point that the strategic objectives should be reviewed and clarified before pushing any pixels. Helping each other understand creative expectations based on real market insight and solid strategic goals will certainly mitigate any chance for client or agency to debate how many pixels to push or what colour to use.

Let’s face it, getting into a taste debate is a no-win situation. It would be like saying blue is better than red. It is true for both client and agency as I have seen designers (including yours truly) and clients argue over the most ridiculous of “artistic” opinions. In the end, the best way to avoid a fight is to simply not participate. I recommend adhering to Stephen Covey’s wise words, “Keep the end in mind,” and using the three rules described above to keep creative projects and relationships intact.

What are your experiences? We’d love to hear them.