“Don’t think. Thinking is the enemy of creativity. It’s self-conscious, and anything self-conscious is lousy. You can’t try to do things. You simply must do things.”
– Ray Bradbury
Let’s be honest – you wonder about the true value of design, right? And as long as we’re speaking confidentially, every designer heavily wonders this exact question too.
The benefit of working with so many talented companies is that we’ve had a chance to watch brilliant minds at play. And over the years one can see a downright unsettling pattern among the experts of brand. It isn’t confined to giant budgets, or worldwide teams, but it does span the globe to reach every company with hopes to differentiate itself from the masses.
The secret is: People don’t consciously process design.
Marketing’s job is to cultivate trust and design breaks through barriers to speak to an individual on a personal and emotional level before they are even aware they are having a conversation. It works because in order to see how effective it is you have to really pay attention. Most people don’t take that time.
But what don’t believe us…we’re designers!
- Have you ever judged a business from their website?
- Does a mangled PowerPoint presentation reflect on the presenter?
- Is there a product you won’t buy at the Grocery Store because of the way it’s packaged?
Design works because we don’t believe it does. Simple as that.