So you’ve got it. Your fantastic design/advertising/marketing idea. Now how do you explain it to the person who is supposed to execute?
First of all, we get it.
Not everybody went to art school. Designers and advertisers should understand that you won’t have design industry specific vocabulary. What’s your job? Try your hardest not to use what you think might be the correct “design speak.” Why? For the same reason that you wouldn’t tell a mechanic where you think the problem with your car lies. For example, if you told him that the problem is your transmission, but it’s really your alternator, he might spend a large amount of time (charging you a large amount of money) on a problem that doesn’t really exist.
The best example of the chaos this confusion might cause is the word “modern.” Colloquially, the word is interchangeable with the word “contemporary.” However, in terms of art movements, the word “modern” actually applies to a specific time period in the late 1800s and early 1900s. Do a quick google search on the word “modernism” and you’ll see what kind of art and design was created during that time. Chances are that’s not what you want your new logo to look like.
How Can I Explain Myself Most Effectively?
The true purpose of design and advertising is to sell the result or benefit. Theodore Levitt is credited with the analogy that no one really wants to buy a quater inch drill bit, they want to buy quarter inch holes in the wall. Using terms that effectively describe the result you want your idea to portray is actually the best way to communicate with your designer. Don’t be afraid to use common words like: simple, classy, clean, reliable. These are actually much more effective. Here’s a worksheet I give to my clients to help them explain to me what exactly it is that they want to convey.
What Do I Need to Focus On?
• Key Facts: How would you describe your product, service, or business? How do you want consumers to feel about it?
• Objective: What is the item being created and what do you want it to accomplish?
• Target Audience: Who are you marketing towards? What kind of customer are you trying to attract?
• Placement: Where is the design or element going to be used or displayed?
• Primary Message: What is the main benefit a customer receives from doing business with you or using your product? What is the main selling point?
• Tone and Style: What stylistic characteristics and tone should be present in the design? What do you want the design to convey? For example: elegance, stability, balance, trustworthiness. Remember to use normal language here, and try to avoid “design speak.”
• Mandatory Elements: What must be included in the design? For example: year of establishment, web address, phone number etc.
When All Else Fails
Don’t be afraid to reference designs or campaigns that you feel portray similar values to the ones you want yours to express. Like anything else, the more practice you have explaining what your company represents, the easier it will become.
Did I Miss Anything?
Post any questions in the comments section, or email me directly. I answer every single question.