Imagination at Work
One of my most important features isn’t so much a featured portfolio item as a thought exercise that I use every time I work with a different client that I’d like to convey. When viewing a brand, individual or service that I may represent graphically I like to think about two varying perspectives:
- The brand perspective. What is the brand trying to be? Where does it want to go? How does the creator view it? What kind of music, colors, typography, and iconography embody the feeling of the brand or product?
- The buyer perspective. How does the buyer find the brand? What will they use it for? What do they imagine the music, colors, typography, and iconography embody the feeling of the brand to them? What motivates the buyer to interact with the brand or make the conversion?
These two perspectives have an event horizon, if you will, where there is a perfect meeting and balance. The website becomes a conversion point in itself as it embodies the motivations of both the brand and customer, fitting the expectations perfectly. The UX [user experience] is well thought out, seamlessly driving conversion, and the brand’s look fits the expectations of its maker.
This is my imagination at work, a step that is critical before the designing even begins.