When clients start dictating design...

OK, most clients will hate me for this but I need to just get it out of my system. Guys, how many of you have faced this problem before? All clients, especially people in marketing team think they know design better than the agency they have hired to do it. I thought of writing my thoughts when I heard many of my colleagues and peers in the industry saying this a lot these days.

Now, I do agree that in this part of the world, quality of design is really not at its best but that doesn’t give any right to these marketing gurus to comment and dictate things on design. I don’t see these people going to the clinic and suggesting doctors on what medicines they should prescribe. I don’t see them going to a lawyer or an architect and give their suggestions. They don’t tell a mechanic how to fix the car, or lecture an electrician how to re-wire the house, so why does everyone think they can dictate agencies on how to design? Why don’t they accept or rather we all accept that design is an also a specialized skill. These people who you have hired to design your website or an app or an ad or packaging or anything else for that matter, are trained to do so. They have done their stint at a design school and/or are experienced to design these solutions for you, just like you have spent years learning marketing.

"This color doesn’t look good, replace it with red!"
or
"The Font is too normal, its boring, Use a funky one.”
or
“Move this button to the left and align it with something”
or
“There is so much empty space here, put my logo there and make it big”
or
Can we “Jazz” it up a little more? (Do they think that there is a ‘Jazz’ filter in programs that we use?)

Now, Don’t get me wrong I have no problem at all taking criticism or suggestions, especially from clients as I will never understand their markets or products as well as they do, so creative collaboration, suggestions, discussions and co-operation is fine in that respect. I also fully appreciate that design is very subjective and as humans we are all creative beings in our own right and each have an individual sense. However I can’t help but think that design as an industry is one that everyone thinks they could dip their toe into if they wished, therefore devaluing the whole industry and effectively the quality of design.

Now, as a marketing/brand manager, you have hired these people to design for you. Why do you want to undermine their design skills? Then why pick them at all? You can save time and money both if you design everything yourselves.

So where’s the problem?

I have used Photoshop and Illustrator

It is very easy for everyone now a day to open up Microsoft paint or Photoshop and play around with it to create some sort of design. Or take a camera and start clicking pretty pictures. This for me doesn’t necessarily make that person a ‘designer’, but having instant access to this kind of software and tools makes people believe that they could hold a design title if they want.

I think the problem starts where many people think that design is just a job that requires an understanding of graphics software alone instead of ideas, understanding of color, and its psychology, navigation, usability, division of space, typography, contrast theory, concepts, and techniques of delivering a message. You should at least look at the experience and background of the designer before you start dictating things and undermining his/her skills.

I am creative

All of us are told by our parents as a child (and sometimes even as an adult) that our pencil/ chalk drawings / creations are fantastic and that we are ‘ever so creative’. So if you are constantly told this by the people who mean the most to you, you are going to think you have a heightened sense of design which may be hard to shrug off even when you go on and not take any formal training or experience in this field.

What is the Solution?

For all you marketing gurus and self proclaimed design experts:

Let people do what they do best

You have hired them, so let them decide because they are the best people to take design calls in the given situation. Make it a collaborative process. Give your inputs in what you know best. You could have a brilliant marketing idea but the design idea is designer’s responsibility. Would you take their word for any marketing decision of yours? I guess no.. right? Then give them the freedom to give their best. They are not in this to please YOU. Their job is to make sure it works for your clients.

Constructive feedback

I don’t like it. It’s not working. It doesn’t look exciting. – This not a feedback. It’s your subjective view. You need to put your views in a very objective and constructive feedback to reach the ultimate result.

Its not you, its users

Most of the times, it’s very easy to become self-centered and dictate designers to follow your aesthetic considerations. You often think what you like is what will work for your users too. Designers with their education and experience are trained to be neutral to think on your user’s behalf. So, it’s better to keep your personal likes and dislikes aside and let them work for your users.

For my fellow designers

We must learn and be able to explain our design to the non-designer. Especially to the client, you must have a reason for every graphic element is affixed on each design, including color, texture, form, layout etc.. This will make your client understand that there is a method in conveying messages visually instead of randomly placed any graphic elements into the design.

Be firm. Even though ‘the client is always, right’ sometimes, you need to stand your ground.

Digital in the Middle East - 2010

Few weeks back I was at “webwednesday.” Event was conducted by our friends in the industry ‘Clique Media’. I must say that the event was a good initiative and most importantly different as compared to other events that I have recently seen in the industry, as was evident after seeing the attendees as well. The discussion was about ‘Digital media in Middle East – 2010”. Now, the topic itself is very interesting. After working in digital media for 15 years (out of which 5 years in the region), I have asked myself this question many times without a clear answer. I think the region is unique in the sense that it is a melting pot for work cultures, expertise, quality parameters, ethics and dynamics of audiences that results in a very contrasting picture. I don’t think we can draw a clear conclusion here. This year the region saw a few brilliant digital campaigns and also a few absolutely rubbish ones. There are certain things few agencies and most clients from the region need to look at and more importantly act upon it. So here are my observation from 2010.

Short-lived microsites without a permanent platform

Tactical microsites are dying, only ‘most’ clients and (traditional above-the-line turned digital) agencies are not accepting this fact yet.

These microsites are usually a part of the silo’d channel marketing that clients (and some agencies) still seem to love. For them the “Big Idea” has to be in a microsite. So what could it be? A game or a competition, if you give them that then they are happy. They seem to think that the agency that can not give you a microsite idea is not creative at all.

So both agencies and clients end up having a big brand campaign, that is to put out a TVC, some print ads, outdoor and yes we have some budget left over, then online. So online is usually the “matching baggage” banner advertising, and the microsite. A place to enter a competition, a place to go to when you’ve clicked on a banner to “find out more.” Sometimes it’s a story that continues on from a TVC. But in most cases, there is not enough story to keep people engaged after all. More often than not, these microsites are forgotten after the campaign is over.

Content hungry visitors: In June 2010, Middle East's internet penetration has crossed the world avg. This means more and more people from the region can now consume content. If you can not offer more than your product information, TVCs, few wallpapers and screensavers and a short lived competition with gift vouchers as prizes, then your visitors will never bother to consume it. They come and register on your microsites for prizes but that’s all. They will not remember anything else from that microsite. Is that what you make these microsites for? So have clear objectives before you suggest a microsite as an agency or accept a proposal from your agency as a client.

Social Media: Social media pages, tabs and channels are functioning more like campaign microsites. Yes, we all agree that social media is growing so why not go fishing where the fish are? Facebook has more than 500 millions users. YouTube is the no. 2 search engine behind Google. And so on.

Tons of great examples of brands like Nike, Sprite and Dove that realized that it’s easier to make the most of the millions of social network users, instead of chasing consumers to go on their own site.

Looking at Social Media means FB fan page or a twitter profile

Many clients till now think that if they have a FB fan page and run a competition on it, they have included Social Media in their campaign. But just like microsites they again forget that although their interaction with consumer is limited to that campaign. That FB profile or twitter handle will always remain as a channel of interaction with the brand. The biggest mistake you can do is to open that channel and then show your hand to your audience by not interacting with them. So if you are not committed to manage it yourself or brave enough to pay your agency to manage it, please stop creating it.

Another important factor is understanding the social sphere and picking your social interaction channels even beyond FB and twitter. It could be groupon or gonabbit, foursquare, a simple forum/blog, popular local content aggregator app or a website, industry vertical like expedia. Social media interactions are not and should not be limited to FB and/or twitter.

Be patient: So if you do decide to go out and get involved with smaller niche communities or even facebook and twitter, don’t expect to just answer a few questions on a Q&A site or put up a thrice a day twitter feed and boom! you’re famous. This isn’t an hour–a-day job. Just like any relationship, the more you put into it, the more you’ll get out of it. Be sincere, be transparent, get involved, and you’ll find that these two-way relationships are good for everyone.

Quality v/s economy

This is another important factor that most clients here tend to neglect. I agree that quality is very subjective when it comes to digital. There are many freelancers who can do the ‘same’ job for less. But then why don’t these same clients choose to take the same approach when it comes to their ATL agency? There is a certain value, experience, accountability that comes only with a certain price tag. So either do it right or do without it.

Educate clients rather than give up

This is important for the agencies. After the first few meetings, most agencies give in to client’s lack of knowledge. If the client has selected you as an agency, it is your responsibility to fight for what you think is right for your client. If you believe in it then stand for it and have enough conviction to refuse to do the wrong thing. Here agencies fall in to a trap where they don’t want to upset their clients and lose out on possible revenue which they can easily get by accepting the client’s demand.

So, let’s hope that Middle East’s digital creativity will see many more meaningful endeavors.