Why you (and your creative team) need to understand your personal taste

If you have decided to get the help of a creative team for the branding and design needs of your business, there are a few things that would help you get the best possible results in the shortest time possible.

First off is that creatives work better with people who are trusting and positive. We can take criticism. In fact, we eat feedback for breakfast, lunch, and dinner. Midnight snacks too. Honesty is more helpful than harmful in every step of the creative process when we’re working on any aspect of your branding.

However, being honest would also require you to be more open, enthusiastic, and engaging when your creative team presents something to you and asks for your feedback.

It would be much easier for you to give feedback if you let us in on one thing: what is your personal taste like?

To get in touch with your personal taste, here are some exercises you can do:

  • As you go about your day, start paying attention to what you do and do not like. Take a mental note of it or write it down.
  • Look everywhere. It doesn’t have to be something related to your brand.
  • Don’t think about why you like something. Just identify the things you like.
  • Take note of the things that delight you.This includes cute features and easter eggs that define user experience.
  • When reading a magazine (your personal copy, of course), clip out and keep a scrapbook of ads or page layouts that compel you.

Once you have an idea of the things that appeal to you visually, change perspectives.

Look at things that you feel are a successful representations of a brand. These are the things that successfully marry images and words together. By success, it means that they encourage consumer participation and engagement. These brands’ combinations of visuals and images foster a sense of trust and affinity between them and the consumer, you.

Finally, study your competition. What is it with their branding works, and what doesn’t? Identify the things about their brand that you also want for yours. How are these are related to the project you are working on with your creative team? And, how would you react if these ideas were presented to you instead of them?

By being in touch with your personal taste, you can also understand if you are letting your biases cloud your reactions and decisions to creative work presented to you. It would make it easier for you to step back and view things from a more objective point of view. When your creative team understands this, they would know why you respond to their choices a certain way.

Finally, with this in mind, you and your creative team can both work on what’s most important:  creating a successful representation of your brand, made by the right combination of visuals and messaging, not swayed by their personal taste or yours.

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