Possibly one of my more controversial tweets recently came when I made the point that creative briefs should always be followed whether you are a designer or “the cretin that cut my hair that day”.
Now the tweet was made in anger. I had just had a haircut and was unimpressed with the work that the guy had done. Not that I’m a bit vain, or anything.
Turned out after I had gone home and played around with it and put some product in that it was a fairly presentable haircut, but the point was that it wasn’t what I’d had in mind.
However, attempting to apply the lesson learned to the design industry caused an instant backlash from other designers, disagreeing with the point, with some saying that artistic liberties should ALWAYS be taken as part of the process in order to improve the end product.
How creative should your creatives be?
Designers are a benevolent and caring group of people who only want to bring success and wealth to their clients while improving the visual appeal of the commercial landscape that defines Western society. They care about how a project turns out and will occasionally take it upon themselves to question the parameters of a brief that they believe would result in detrimental results for the client.
Good designers are also, by the nature of the job, quite competitive. Bad designers just want to get a job done and get paid. Any designer worth working with wants to produce good work and get seen to produce good work. They want the respect of their peers as well as a quality portfolio that will lead to new projects.
So if you want a job done well, you want a designer that is constantly learning, questioning and developing their skills to improve the end result of the project.
However, there can be a conflict of interest in here…