Even Better Than The Real Thang…
OK so we know each season we are sold a trend, a colour, a mood. And as if clutching at straws, brands relay the inspiration for their seasonal offerings, and the big brands have their marketing and Ad agencies weave a story that is; ‘On Trend”. “Colour Specific” ‘True To Brand Heritage”
All buzz words that are meant to get retail buyers and the end consumers “buy in”
"Buy In” is something I hear a lot of from clients.
We need to get so and so’s buy in…”
Make sure so and so’s on the same page…”
What does marketing think…”
My answer is always what do you think? As designers we know how we feel and what we think about the design we create, and good designers know good design. We feel it in the pit of our bellies and when we see good design from another we can’t help saying to ourselves damn I wish I had done that!
The end consumer also knows good design – it really doesn’t matter what buy-in a brand gets from its many internal divisions or external focus groups. Good design is good design and will speak to the end consumer, bad design is bad and won’t strike a cord with them, and design by consensus, a Hodge Podge of ideas is both bad and confusing…
So to the brands out there practicing design by consensus, get out of your own way and be