In my view, there are two distinctly different ends of the design communications rainbow. At one end is the creative practitioner, and on the other,  the message recipient. We as designers of messaging are trained to focus on honing our skills and developing our talents. A necessary path to establishing a person’s creative proficiency and individuality to be sure.

But what if we set all that aside, and solely considered the wants of the intended recipient of that message before we begin our creative journey? What if we were primarily concerned with what they say about a brand, how they feel about it, and most importantly, the experiences they have with it ?

Using that information, how would your designs and writing change? Would you speak to them with greater empathy and express concern for their needs before that of the brand? How would your designs give them ownership of your message as THEIRS.

Which end of the rainbow do you start from?

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