SCENARIO: You have hired Company X to create your brand. The project is underway and you are shown a palette and typeface options for feedback. But Houston, we have a problem - you are frustrated because the colors and fonts don’t resonate with you.And guess what? That doesn’t matter.
We sometimes find it difficult to understand that our preference is just that – our own. We want to shout from the rooftops that a certain Matcha Green Tea Gelato is the bees knees. Except the other guy is turning his nose up and sniffing for the Double Fudge Soft Serve
When it comes to creating a brand, or any design project, you are not always (sometimes, but rarely) your ideal client. So basing your look and feel on what you like doesn’t work. Your customers have their own lens through which they see and understand the world. It’s your job (and any agency’s) to resonate within that lens by making purposeful decisions that support their needs.
A Note on Target: These are the folks you should aim to know as intimately as possible. They are your decision-makers. And not to worry, they don’t find it a burden. Design decisions should be made from standing in the shoes of the consumer. What speaks to them? What do they find appealing? What will help them solve their problem.
There’s no denying that you should love your brand. It’s your baby, you’re with it day in and day out and you’ve earned the right to dress it the way you want to, right? The answer is: Almost.
As a business owner, you know that in order to make money, you need to appeal to an audience – you want to appeal to an audience. Without a customer base, you won’t gain sales. It’s a basic concept. So, it’s safe to say that consumers are your number one priority. Trust us, money in your pocket will make you feel much better than which shade of blue “spoke to you”.
So it is about you…but for that to happen, it must be about them.
Here are four ways to stay unbiased:
Truthfully, these are easier said than done and a struggle for most people. We all have our preferences. Creating the intention is the first step. It’s all downhill from there.
People don’t know what they don’t know. Perhaps you know very little about design or a lot about branding. Then again, perhaps you don’t. Either way, one of the most effective ways of doing your part to create killer design work or a successful brand is to understand where the professionals are coming from. When you understand why they do what they do, you can more easily put personal likes and dislikes aside and look at any project more objectively.
Learn what you don’t know. Learn why it matters. In any situation, never stop learning.
As a final note, please do designers everywhere a favor – please do not make us your tug of war rope.
More often than not, designers become caught between client’s preference and the client’s audience needs. You can imagine how much fun that is. It adds stress and frustration, ultimately strangling a bit of our buzz. We like our buzz, please don’t kill it. It is our job, and why you hired us, to take into consideration all aspects of your business. That includes you, your client and your goals to formulate the best possible outcome. After all, as we said, you want to appeal to those people who want to give you money, right? Right.
Thanks, we feel better now.
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