Don’t judge a design by its simplicity is a designer’s equivalent to “don’t judge a book by its cover”.
Either the creative becomes too simple or too complex, however, what we have forgotten is empathy for the creator.
Whether it be a billboard, or a TVC, or a social media creative, as a consumer, you tend to remember the brand that’s posting it or as the brand, you see the conversions that’s happening.
However, the creator, has to look at the quantity and always come up with something different, and at the same time, keep it connected with the brand.
One creative may look “simple”, when 100s are done together then they’re not.
Every creator may have heard this before, “kuch accha, kuch alag, thoda hatke, wow factor hona chahiye.” And to motivate you further, they add “budget nahi hai, budget kam hai, exposure milega, we will promote your work.”
So the question arises, what does the creator go through, in this process?
• Constant Ask for Discounts
There’s a constant notion in the market that all the creator needs to do is get a few pictures together, add some text to it, and the logo and voila! So, why not reduce your price, just for this one creative?
• Friendship On The Line
Another common scenario is the constant ask for “Could you do a creative for my page and add a few simple lines, it would help me a lot.” Since they are your friend, and them not understanding the process, you feel compelled to do so and after 10-15 edits, all you can think is, “At least next time he/she will have a better understanding of what happens in this process.”
• Long hours behind a Computer
What you see, when you follow a brand, is a creative that’s either liked or shared, and scrolled through within a matter of seconds.
What you don’t see, is the hours of discussions and trial and error behind every Creative, that the chosen one made it to your screen.
These long hours are followed by severe backaches, headaches, constant “discussions” with the client and no personal life of their own.
No, don’t feel sorry for them or tell them that it’s their job, just be a little empathetic when you deal with them or when you see their creative online or offline.
//A quick message for the clients:
– Constantly delivering creatives takes efforts, so be as detailed as possible with your briefs and realistic with your timelines.
– Be quick to respond in case of changes and most importantly, value their work.
– A great creative will take your company to another level, especially if you’re growing through social media and by underpaying/ bickering with your creators you’re demotivating them to put in the work that they usually would.
To the creators, we’re with you. ❤️