A creative purpose
Design and creativity come at us in many different guises.
Interior, graphic, product, industrial, fashion…the list is long and varied.
You can bet your bottom dollar that just about every man-made item you see day-to-day has involved some element of design application within its generation.
Often, we take design for granted, particularly good design, yet on the whole we are quick to critique or criticise particulars that we don’t agree on or have poor experience with.
Design in certain contexts, products or structures for example, is critical in terms of safety and functionality. If results are not as desired, the design cannot be considered that good.
For instance, you really want your new vacuum to suck, don’t you? There’s an inherit requirement of being fit for purpose.
Such requirements are difficult to stray from when services or a physical purpose is required. If not up to scratch, a poor reputation comes quickly.
In terms of presentation, the approach is arguably quite different and can be far more opinionated.
For example, in world of marketing and advertising, creative application is an area where the lines of purpose and imagination can become construed, as they are often guided and applied by the opinions of those that are involved in the curation of any particular project, rather than a specific task or physical function.
An old adage about cracking eggs springs to mind.
A splendid looking piece of advertising creative may gather many plaudits, particularly amongst peers for its approach, ingenuity or application of technique. It may be considered a good design, but if it gains limited success when observed by those that matter – customers – has it done its job? Is it actually a good application of creativity?
Failure of an advert that is too clever to generate broader interest could very well be considered poor in its conception, likewise if the attention a particular creative receives is negative.
On the flip side, a more generic and informative application, that may not exude creative juice, could garner record breaking responses and offer resounding success for stakeholders, simply due to its more generic appeal to a wider audience.
‘Buy One Get One Free’ emblazoned on a poster corner, always appears to work wonders in attracting attention – a tried and trusted method of drawing the eye, but is it good design?
Some may argue not, believing such an application to be crass, or lacking style.
When you consider how such a rudimentary addition can have such a profound effect on success, surely it has to be appreciated as a good piece of design, does it not?
The point is that design and creative should be purposeful and applied accordingly within parameters and context of any particular brief to achieve a result.
As creatives we often try to push those boundaries, and elaborate around them, citing this and that as reasoning, but isn’t the main aim of any creative application to provide a positive result?
Many creative sorts bemoan the dulling down of ideas to suit a purpose or budget; but if an idea is applied and performs successfully, while satisfying those parameters – that’s a prime example of good, nay ideal application, is it not?
As creatives, our role is to utilise our skill and vision to solve problems presented to us by customers and clients, delivering solutions that communicate effectively.
As creatives, that should always be our modus operandi in the environment we work in.