Maybe the real message is that content and creativity has always been key, but the new challenge is coming up with images that can impart a fresh perspective to a world of jaded eyes.
Undoubtedly it's becoming harder and harder to come up with completely original concepts in a world where we are exposed to creative from around the world.
Scarecrow, Chipotle’s recent marketing campaign, has earned more than its share of column inches. Content marketing zealots were quick to diarize its creative prowess and slick production values, shouting its praises in industry publications and on association blog rolls immediately.
There's nothing wrong with trying to emulate the greats. As creatives, it’s how we learn. It’s how we advance—it’s how we stay sharp. But to create works that are new—original, even—it is essential to insulate the brain from the work that has come before.
In the game of translating what appears on the screen to what appears on a printed product, consistency is king. Given the sheer number of variables in the process, it can be nightmarish to ensure.
Or maybe it's not. Maybe it's time to give it a promotion, a corner office and a hot personal assistant.
This past Remembrance Day, one simple icon encapsulated the feelings of mourning, reverence, strength, honour and, of course, remembrance across North America and Europe: the poppy.
The seasoned graphic designer knows that designs aren't simply created on the screen and sent off to the printer without another thought. The designer understands the printing limitations and works within them, leverages them and works with printers to get it right. And then there are those who are not graphic designers...
Often, the small winery will burn A LOT of money on a label and expect it to sell their wine. There are other components of the package that are just as deserving of consideration in partnership with the positioning, pricing and distribution strategies.
The roadside warrior knows to sacrifice subtlety for substance. The roadside warrior knows how to lure the elusive consumer capsule, capable of speeds over 140 kmh, to its lair. Here is what the roadside warrior teaches.