There’s a perception out there among creatives that being told what you can and can’t do is a very bad, unspeakable thing.
This couldn’t be further from the truth. And frankly, it’s a reality all people who create work for clients have to accept.
Imagine a client coming up to you and saying, “I want a big idea.” Would you then retreat to your creative cave, brainstorm and concept out idea upon idea, and then emerge with the perfect solution in hand?
Hell no! Every ounce of effort you put into finding that vague “big idea” would be torture. And I’d guarantee with 100% certainty that the idea wouldn’t work for the client at all.
What if the client said “I want a concept for my website that’ll be viral, and seamlessly push consumers to buy my products?”
Heavens! How dare they constrain your creative ability! They’ve just restricted you to thinking up something that’s a website, viral, allows for ecommerce and “Gasp!” It all has to be about their products?!?
They’re really painting you into a corner, aren’t they?
Sarcasm aside, project requirements are key to coming up with a solution that’s not only creative, but that actually works. The more we know about the problems we face and the realities we deal with, the better we are able to come up with a creative solution for those problems.
If you embrace constraints and make them work in your favor, you will find yourself coming up with some pretty innovative solutions.
I am a Graphic Production Specialist with a printing devices manufacturer. In the field of graphic arts I am still considered a novice, as I have much to learn. However, I know how difficult it is to try and create a solution to a project without knowing what the defined goal is. I’ve been telling my managers and fellow marketing staff members this for some time. Of course, the designers all agree with me. As much as we love being creative and having the freedom to sell our ideas, we still require some guidelines. From concept, through to approval and production, we need to know the direction of the project. Having a particular goal in mind will help the process, in the long run, to be successful, productive and profitable. Nothing kills your spirit, drive and creative enthusiasm more than spending any time on a project, only to be told it’s not what they want. If they expect results, we require constraints.
Left by Shawn on February 8th, 2007