Creative Observations
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![Page 1: Creative Observations](https://reader033.fdocuments.us/reader033/viewer/2022051400/5538721555034680358b4777/html5/thumbnails/1.jpg)
Some creative observations
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Have an opinion. If a client is at all savvy they appreciate it. If a client is naive they need it.
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The state of the art is a moving target and the “best of breed” is only relevant until it’s bested.
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Copy is not always about the most economic means of saying a thing. Most sentences should not begin with bullet points.
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Type is a design element and not merely a collection of fonts resident on your hard drive.
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Photography can be commissioned and not just recovered from royalty free on-line scrapbooks.
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The Internet should stop being a silent movie.
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The Internet should stop being a brochure.
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People with more opinions than ideas should speak less and listen more.
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Avoid the flavor of the month, it’s what you eat when you don’t know what you want.
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People who wear suits aren’t all stupid and people who wear all black aren’t necessarily hip.
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Brainstorming sessions require that all participants actually speak. Nodding and looking intrigued doesn’t help much.
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Being creative sometimes doesn’t involve a computer at all. Discover the magic hidden in most cocktail napkins.
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Cynicism isn’t bad; petulance is.
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Don’t trust your first idea, it’s likely to be knee-jerk or something you saw on this morning’s cereal box.
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Never discard your first idea, it could be a stroke of genius, and cereal boxes can sometimes provide more than dubious nutrition.
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Believe in this medium, but don’t lord it over anyone.
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Aspire to be clever. Aspiring to be a creative genius usually makes one seem like a pompous twit.
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On the other hand, if you really are a creative genius please disregard the above.
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Keeping people in the dark is the result of not being very bright.
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Every presentation is a piece of theatre. Creatives take enough crap for being theatrical we might as well use it to our advantage.
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Think outside the box. Better yet, never get in one to begin with.
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If you think you’re the center of the universe remember, in space nobody can hear you scream.
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We’re often asked to be passionate in a way that doesn’t disturb anyone. That’s like making an X-rated film in which nobody takes off his or her clothes. Be passionate.
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Committees are the result of poor planning. Consensus amongst too many people results in things like Wonder Bread or the Ford Taurus.
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Politics are the last refuge of the feeble-minded and are only glamorous on TV.
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A little PowerPoint is a dangerous thing, and there is rarely little of it.
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The web is not fully grown; it’s in its adolescence. As a result it’s awkward, has an enormous sex drive, and bad skin. Be patient.
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If you discover that you work for a really great client work very hard because if you work for a lousy one you’ll work even harder.
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Good creative is like music; in less than one minute you have to convey a great melody line and an infectious hook. Doesn’t hurt if it has a good beat and you can dance to it.
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Unless you have strange sexual proclivities, never kiss anyone’s ass.
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When someone says ‘don’t bring me problems, bring me solutions’ remind them it’s okay to yell ‘fire’ if you see a burning house regardless of whether you know how to put it out or not.
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Learn how to put out fires.
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A blank white piece of paper gives birth to a lot of good creative; a lot of white paper covered in thick business prose often buries it.
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Taking yourself too seriously is usually a solitary pursuit.
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Believing you are defined by any company title you are ever given is like believing that a man’s shoe size indicates anything other than the length of his foot.
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Thinking you can do everything is more the result of self-importance than accomplishment.
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Lavish window-dressing means nothing if the store is empty. A lot of comps do not mean a lot of ideas.
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If you find yourself at the top of the heap make sure you know what it’s made of.