A ‘lil Personality

This is the part where people usually get really pretentious and Put Forth A Manifesto. I don’t do manifestos. They’re silly, and usually not worth the paper they’re written on. (Also, I look terrible in a beret.) I do, however, have a set of principles that I steer the Good Ship Design by.

Safe Usually Sucks

Safe design is great – for getting through a meeting. The logo is prominent. The suits are smiling. The word “consistent” gets tossed around a lot. No wonder – the work is easygoing. It’s inoffensive. It’s safe. And it generates all the excitement of a heaping bowl of unflavored non-fat lactose free ice milk. If an idea isn’t a little scary, it probably isn’t any good. And it certainly won’t get noticed.

Nobody Cares

Unless you manufacture alarm clocks, your audience didn’t wake up this morning thinking about you. They don’t particularly care about whatever it is you make or sell or do, even if it’s Now With Powerful Scrubbing Action. Consumers care deeply, however, about what they can make, or sell, or do.

Honesty Matters

I often have strong opinions. But I’am also completely candid about where I’m heading and what processes and procedures I’ll use to get there. I’ll tell you when I think you’re right, and at times I’ll probably disagree. I’m also big enough to admit my mistakes. Would you really want it any other way?

People Aren’t Stupid

Audiences don’t want to be sold. They want to be entertained, engaged, rewarded. And get this – they want to like you. Repeat: They. Want. To. Like. You. Once people like you, buying stuff from you becomes an act of self-expression. Advertising doesn’t have to be any more complicated than that.