Creative...

Hmmm.... sorry, We're just thinking what to put.

Nope, that's not working so let's try something else.

NOT Creative...

Ah, much better!

In the same way that we can, if asked to describe ourselves, easily focus on our shortcomings and perceived faults rather than our positive aspects, it is far easier to define what creative ISN'T rather than what it IS.

In design terms, "creative" shouldn't be about making something different simply for the sake of it. It's very easy for "creative" people, especially graphic designers, to go off on a tangent and completely miss the point, deciding that if there is any chance of a project to be a success it MUST lose any "baggage" that it may have picked up along the way.

Woe betide anyone who has the audacity to question the merits of this new "creative" direction!

Creative thought is required to help provide a solution to a problem that has eluded the more analytical processes. The "creative" mind is more willing to try a different approach and to suggest other ideas. It's not required merely to suggest that something should be modified or changed purely to make it more creative.

There's a real danger that, in the flurry of excitement and enthusiasm for the new ideas, the original concept, purpose and business objectives can easily be lost to novelty.

In the same way as "stone smashes scissors" benefits beat novelty every time.

As a design resource Modern Touch take pride in producing great design and will always apply our considerable creative experience to the projects we undertake on your behalf. The challenge is to fully understand the requirements and to identify the optimum level of creativity that allows the brief to be fulfilled without losing sight of the core business objectives.

Quite simply, just because you can, doesn't mean you should!