Some of our designers have been drawing ever since they were kids. They would copy logo designs of sports teams and even create their own. Some of them studied arts, design and other careers that implied an aesthetic taste and the development of various techniques.
These guys are amazing on their craft, but there’s one tiny little problem:
Due to the volume of work and the constant nagging of other departments, these guys cannot afford to spend more than an hour discussing a project with a customer.
That’s almost like driving a F1 car blindfolded.
When good ideas are bad news
I want to shake hands with the genius that came out with the idea of baptizing an energy drink with this name: COCAINE. I’m not being sarcastic at all here. I think this idea is pure genius.
Take a look at this: An energy drink marketed as something illegal, making use of street slang to promote it. Design wise, I just LOVE the shade of red they chose for the can.
Now… the font they chose for the logotype. Personally, I find substance abuse reprehensible and I cannot condone it, but the texture of the font is just perversely cheeky. The red and white image of it makes you think of a completely different kind of Coke. See? Perversely clever.
That’s the problem: A great idea, an outstanding execution, ironic design…
… a poor knowledge of the market, the customer and desperate reliance on gimmicky campaigns.
More than just a pretty face
Not knowing your customer or your market can really destroy your marketing campaign (and render your designs as null). That’s why you have to know more than just the skills of your trade. Talk with other people (yes, I know that designers tend to have rather reclusive lives but, hey, that’s what social networks and instant messengers are for), do some research and design logos based on what people NEED.
It’s tougher than coming up with something pretty, I know, but you can have your cake and eat it too, right?
Why keeping in touch with your customer?
- Faster feedback on every project.
- Accurate approach and materialization of concepts.
- Better sources to work with.
- Better chances of stretching deadlines (not recommended but it can save your tender loins…)
- Bigger, better, faster, meaner chances of coming up with something memorable
So, you see… everybody wins. Research and exchange are two tools that anyone in the creative business must learn how to use.
Drawing pretty pictures won’t cut it anymore.
