The dangers of misdirected creativity
Creativity is a wonderful thing, but it can be dangerous if deployed in the wrong way. Suffice to say that the intention behind creativity is absolutely paramount.
Over the last 15 years of creating visual communication media for commerce and industry I have seen a lot of 'misplaced creativity' that was far more about designers imposing themselves onto the work than about communicating a message to the consumer...
The result? That content didn't connect with the intended audience: it may have appeared in front of them, but it didn't deliver the intended message, let alone generate a positive response.
Instead of being crafted to speak to a specific demographic or consumer archetype, the designer 'gets in their own way' in one of the following ways:
- The designer feels the need to declare their significance, to justify their existence, elevate their position amongst their agency peers, etc.
Eventually, they may realise (or be told) that this ego-driven approach comes at the expense of the media's effectiveness at communicating the intended message to the targeted consumer.
- The designer isn't inclined or simply hasn't spent the time to really understand the target customer, the kind of media that he/she consumes on a regular basis, the type of content they respond to, the kind of people and concepts they are influenced by.
So whoever you choose to create your marketing content, be aware that the best communicators of your products / services will probably already be inside your organisation.