Let’s just say it, creatives work and communicate differently.
Because everything you see, purchase or nest with has been touched by a designer, they are vital to our lives. But It’s not always a straightforward task to communicate with those designing our world. To make it easier, here are some insights to the workings and considerations of a designer. Embracing these may help you think more like a designer, and will improve your communication with them.
Begin at the End
When you are requesting the aid of a creative, lead the conversation with the desired result of the project. This context will inform the designer or design team how to view the project as a whole, and solve problems as the conversations progress. Establishing the big picture is essential. Data and key information critical to the project will follow.
What Your Designer is Considering
Your First Impression
A tenth of a second is all the time it takes for a human to form an opinion, according to the research of Princeton psychologists Janine Willis and Alexander Todorov (“First Impressions,” Psychological Science). Think of your designer’s work as your first impression to your audience, and not only the first, but the second, third, and so on. The designer is concerned about this, focused on giving everyone the best experience possible.
Your First Impression
A tenth of a second is all the time it takes for a human to form an opinion, according to the research of Princeton psychologists Janine Willis and Alexander Todorov (“First Impressions,” Psychological Science). Think of your designer’s work as your first impression to your audience, and not only the first, but the second, third, and so on. The designer is concerned about this, focused on giving everyone the best experience possible.
Your Audience Feelings
It is universally known that any project must keep in mind its target audience. This might be surprising to some, but the consideration of psychology in design is significant. A seasoned designer will take into consideration the end user or viewer and tailor the experience to a desired feeling. Many things effect the end result: color theory, message, images, texture, even delivery method can affect how your audience interacts with your product, advertisement, video, or post.
Your Audience Feelings
It is universally known that any project must keep in mind its target audience. This might be surprising to some, but the consideration of psychology in design is significant. A seasoned designer will take into consideration the end user or viewer and tailor the experience to a desired feeling. Many things effect the end result: color theory, message, images, texture, even delivery method can affect how your audience interacts with your product, advertisement, video, or post.
A Practical Example
“When red is dominant, it is often overwhelming for the viewer. Red can be uncomfortable, because it often notes passion, violence, or alarm. But when wielded properly, red might also embody bold confidence that should not be ignored.“
A Practical Example
“When red is dominant, it is often overwhelming for the viewer. Red can be uncomfortable, because it often notes passion, violence, or alarm. But when wielded properly, red might also embody bold confidence that should not be ignored.“
Audience Participation
You might be concerned about reaching as many people as possible, and that the logo is as big as possible. But a designer will be more concerned with the interaction between the creative and your audience. Where is the best place to retain the information? How will this product feel when held? What colors, imagery, message will instill trust in this product or campaign? What needs to happen after the interaction? Listen to your designer, they will help inform you in what direction to go, depending on your target audience, goals, and budget. How you go to market is extremely important to not only your success, but to your audience.
Audience Participation
You might be concerned about reaching as many people as possible, and that the logo is as big as possible. But a designer will be more concerned with the interaction between the creative and your audience. Where is the best place to retain the information? How will this product feel when held? What colors, imagery, message will instill trust in this product or campaign? What needs to happen after the interaction? Listen to your designer, they will help inform you in what direction to go, depending on your target audience, goals, and budget. How you go to market is extremely important to not only your success, but to your audience.
Your Future
Veteran designers try to see the future. For example, a designer creates a campaign introducing a new product. The overall goal of the project is to improve site traffic, conversions, and product sales. Those things are important, but a designer will be considering the task at hand, but also how this one experience will affect the brand/products image 5-10 years from now. The user experience and time is the most important, this will affect all things going forward.
Your Future
Veteran designers try to see the future. For example, a designer creates a campaign introducing a new product. The overall goal of the project is to improve site traffic, conversions, and product sales. Those things are important, but a designer will be considering the task at hand, but also how this one experience will affect the brand/products image 5-10 years from now. The user experience and time is the most important, this will affect all things going forward.
Revisions and Feedback
Gathering feedback is the most important step in delivering great creative that is authentic to the brand and the audience experience. Giving feedback to a creative can be a little tricky and may seem tedious at times, your patience will lead to great results. Here are some tips for providing critique in a constructive and helpful way.
SIDEBAR...
For the love of everything good in the world do not tell a designer to “be creative”, or “jazz it up”. Expect their blood pressure to spike and a saxophone to be incorporated in your design.
Keep in mind that most creative minds are empathic or introverted. They prefer to work behind the scenes, solving problems and creating beautiful solutions. That means they desire to please the end user, the seller, and the client. The most helpful feedback doesn’t begin with “I like” or “I don’t like.” Remember, the designer isn’t making this design for your aesthetic enjoyment, but to perform in the wild, with the audience you’ve named. Will the design work for that audience? Is the emotional context clear? The responses to these questions will be critical to success.
It is almost impossible to separate the designer from their work. If you have ever been handed a crumpled-up paper with scribbles on it by a small child, you know they are beaming, eager to show you what they created. That eagerness never goes way for a designer. Be kind, aiming for remarks that might begin with “this design choice is really strong! I know my audience will respond to it…”
Constructive Criticism
Designers want to solve problems. Knowing this, thoughtful critique and challenge of their work is welcomed! Ask thoughtful questions while thinking about your target audience and or campaign goal, rather than your own personal preferences. And as you provide edits, gather from the full group reviewing, offering all of the feedback at once.
Remember too, there is a difference between statements beginning with “what if we” and statements that describe the desired outcome.
This works well:
“I have concerns that the call to action is lost here. Let’s increase its visibility.”
This doesn’t:
“What if we don’t get clicks?”
This process might bring up more opportunities for refinement, collaboration, and understanding, all of which lead to the best ideas.
While the creative process is exciting and full of possibilities, it can be exhausting as well. Invite your designers to be involved at the ground level, give them time to process information, set realistic boundaries and timelines, and trust their experience and decision making. With these tips, your communication with those responsible for the look of your creatives will cultivate understanding and a shared vision.
Contributed by Josh Schimke, Creative Strategist
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