Creative Thinking
Dental Focus design web sites for dental practices. To design, we think ‘creatively’, not ‘subjectively’. Thinking creatively is not “thinking outside he box”, but instead “thinking from firmly within the box”. We need to know the objectives, the relevant imagery, your treatments, the practice’s “Point of Difference” etc, before starting to design. Designers (many assume), can be tortured, cynical, self-conscious souls. But we are not really.
Nevertheless, here for some light relief, are the top ten common mistakes supposedly made by designers (I can relate to these, being the ex-Creative Director of a Design consultancy). These points can be worth applying to any thought process that you are about to undertake.
1. Flogging a dead horse
Sometimes when a client rejects an idea we go back one too many times trying to persuade them otherwise. Learning to tear up your own ideas and come back again with a better one is a right of passage for any great designer. And trust me, I’ve learned this the hard way.
2. Killing a great idea too early
Of course, it works the other way too. If it’s a good thought, let others know and don’t be afraid to fight your corner. Sometimes tweaking, rather than binning, works wonders. We’d have lost so many design classics to the wastepaper basket had it not been for the bravery and tenacity of good designers with a bee in their bonnet.
3. Underestimating yourself
Designers are an insecure breed. This can lead to a lack of confidence when starting a new brief, presenting work or even when selling yourself to a potential employer. But the trick is to learn to love the fear – after all, if it wasn’t so scary, would it be so rewarding? It’s worth embracing your anxieties and the adrenaline rush that creativity provides. Turn nerves into pure nerve and you’ll be surprised at the effect.
4. Bad spelling
A letterform is a beautiful thing to a creative. We don’t write letters, we draw them. So often we’re so focused on the way they look that we neglect to make sure that they’re in the right order, at the despair of every copywriter we work with (not to mention the eagle-eyed client). Just don’t forget that good design can be completely demolished by poor spelling. Get friendly with your dictionary, or failing that find a decent proof-reader.
5. Using a favourite typeface too often
Isn’t it better when a typeface is used because it’s right for a particular brief, not just because we like it?
6. Being precious about awards
Ah, the glory of standing up there, award in hand, eyes ablaze at the prospect of an evening spent drunkenly dancing whilst grinning from ear to ear. But for every victor, there’s a grumpy designer at the back of the auditorium lamenting his loss to anyone who’ll listen. Design awards aren’t the be-all and end-all. There will always be an element of subjectivity in judging design work. The fact is, if a project is the best that you could have made it then you should feel proud to have it in your portfolio – silverware or no. And you’d only leave the award in the taxi on the way home anyway.
7. Missing talent
I’ve interviewed graduates in the past and offered them a placement only to see them get snapped up by another consultancy in a permanent role. When you wholeheartedly believe in someone, you will never regret employing them. (And always, always hire people better than yourself).
8. Getting overly emotionally involved in a pitch
When we win, it’s sheer joy. When we lose – deepest despair. If only we could pitch without exposing ourselves to potential agony. But then would that take the fun out of pitching?
9. Shelf-stacking
OK – so this is one for the packaging designers. We often find ourselves standing in supermarkets, rearranging shelves or displays, making our designs look neat and tidy – drawing confused glances from our fellow shoppers. Some would call this a mistake, I call it good marketing practice.
10. Trying to ‘Apple-Z’ real life
This keyboard shortcut is now so ingrained in our brains that when we accidentally knock over a glass of water we try to ‘undo’ real life. Note to self: keep the keyboard shortcuts to the keyboard, and always have some kitchen-paper handy.
11. Designing inappropriate leaving/birthday cards
When a brief isn’t real, it’s all too tempting to cross the line. Rumour has it that designers have lost their jobs over such things. Leading to more leaving cards, and yet more opportunities for offence. Be careful, and get yourself to the nearest Paperchase if needs be.
12. Poor numeracy skills
Hmm, yes, you’ll have noticed the deliberate mistake here. Ten design mistakes? Well, I’ve never been able to restrain myself from throwing more ideas into the mix. Which leads me onto number 13… no, sorry, I’ll stop there. But in all seriousness, mistakes are what make us human, perhaps even what makes us creative. So maybe we should be less self-deprecating, and a little more accepting of our foibles – after all, don’t we creatives take enough of a beating? So my advice is this; go forth, make mistakes, fail, come back the next day, learn. But whatever you do, do use spell-check along the way.
Adrian Adler is “the Wizard” at Dental Focus Web Design.
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