No one really knows who to trust or what is going to happen, do they? All we DO know is that by the time we find out it will be too late to go back. And anyone remotely interested in the debate will be thinking about what the ‘right’ thing to do is – and what the concept of ‘risk’ means to them.
As a designer, risk is embedded at the heart of everything we do – and we should be totally committed to our belief that the decisions we make, guided by an informed briefing process, will be absolutely the right thing to do on behalf of our clients. Otherwise we wouldn’t be doing our jobs properly, right?
Designers look at the world through different eyes. We absorb and process trends, ideas, messages and information every day so that we can generate innovative, engaging communication in a world which is becoming increasingly message-heavy and challenging.
We instinctively know what is working and why. Maybe it’s our OCD but whether adjusting a font size up by 0.5pt or nudging an image 1mm to the left, we are 100 per cent confident that it looks – and feels – just right. And by the time we deliver a solution to our clients risk is no longer a factor; it’s been processed right out of the equation.
So be challenged by your creative agencies and allow them to show you something new. We’re always thinking ahead and the right creative partner should take you on a journey that pushes the boundaries of their thinking and communication – and, best of all, yours too.
