“Good Creative”? Says who?

January 20, 2015 / By

The What & Who of Design

January 20, 2015 / By

The What & Who of Design

What is excellent creative or design? There are an infinite number of responses to this question out there, yet no definitive answer. Design is its own microcosm. If you were to ask Google, it could take you a week just to count the O’s. Our answer is pretty simple: An excellent design is one that sells.

In the professional design world, there are three perspectives at play: The designer, the client and the user or consumer. For simplicity’s sake, let’s say that to the designer, excellent design is beautiful design. The end product must be attractive. To the client, excellent design is effective. It must bring customers to action and satisfy the objectives defined in the original brief. And to the user, excellent design is useable. It’s easy to read, easy to experience and makes good on its promise. So to achieve excellent design (or one that sells), it must strike a harmonious balance of beauty, efficacy and utility. It’s ridiculously hard and we are annoyingly good at it.

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