by Stephen Gates

I think the single largest problem that continues to hinder interactive design from really coming into it’s own is the fact that designers allow their work to be led more by technology and/or production techniques and not creative thinking that creates a concept that will resonate with consumers.

As a creative director I have a lot of portfolios come across my screen and I see this problem over and over again. Most of this work has been produced in Adobe Flash and that technology has taken a beating over the years by critics who also confuse the use of technology for the lack of a concept. I personally believe that pointing to Flash as the reason for ineffective user experiences and online advertising makes about as much sense as blaming paper for creating junk mail or the telephone for creating the solicitors who call during dinner. We continue to get integrated advertising right and in our rush to reinvent the creative process we seem to have forgotten that technology is not an idea. Consumers don’t care if your work is in the latest version of Flash – they are if there is a concept. So the fault should fall to the agencies and designers who have not taken the time to use a creative strategy as the basis of their work.

A good creative strategy, for interactive or any medium, should define the values and brand attributes that need to be communicated to the consumer in a distinctive and compelling way that takes advantage of the medium. I use answers to the following list of questions as a starting point when I meet with a new client or start on a new project.

A brand’s personality should be a reflection it’s behavior, character, and manner. This personality should drive the style and tone of all our communications in writing, photos/illustrations, typography and style.

The selling idea is a way of saying the most persuasive thing you can say to get consumers to alter their behavior towards a client’s category, brand or product. The selling idea should be the starting point for the development any compelling, original, and successful creative ideas. The selling idea can be about: ways of using the product, disadvantages of not using the product, satisfying needs (physical, social, psychological, new ways), product heritage / where or how it was made or generic benefit you want to own.

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STEPHEN GATES
Designer-creative director

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