People seeking divorce think they want many things: money and retribution, to name only two. However, in most cases, what they really want is harmony restored to their lives.
Smaller organizations and clients think they want a website, brochure, or a logo. However, they often lose sight of what they really want: success. The paths they choose to facilitate their success go nowhere when they look only at what everyone else seems to be doing.
That’s why we look at the bigger picture.
A marketing person, looking at the bigger picture might notice that a client’s product is poorly positioned in marketplace. Manufacturing-wise, it might be more suitable to produce an entirely different product at a clear competitive advantage.
Success comes from efficiency, not effort. Throwing money at ill-founded concepts, no matter how popular, will still fail.
As designers, marketers, business people, or clients, we tend to lose our view of the big picture. We get bogged down halfway into the forest, looking at far too many trees…usually other people’s.
Both Web and print designers tend to forget that the primary reason people visit a website or look at printed material is to get information. If the information is obscured by too much glamour, or things vying for the viewers attention, even attractively designed pages will fail at their key purpose.
Sometimes it pays to simply step back far enough to see the big picture, then ask: “What do I really want to achieve?”
What do you think?
C.
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