I was attending a networking meeting and the meeting was coming to an end. I was just about to leave when a woman came over to the table that I was sitting at. She asked if she could sit down. I nodded ‘yes.”
“I understand that you are in advertising,” she said.
“Well, more branding, but yes we do advertising” I replied.
“I have this great idea.” she said. And, then she went on to tell me that she couldn’t talk about what the idea was (because of legal issues), but she needed a logo for her company.
She didn’t have a name for the business, or a business plan, or a marketing plan yet, but
she wanted to start with a logo. She couldn’t pay me right now, but there would be plenty of money when she launched her start-up company. She said that she would be putting away about $100 to $200 for the logo (trademark) and for the packaging – and for one ad on social media. I said that I was late for another meeting and excused myself. I didn’t give her my card, and hoped that no one else had either.
But, here’s the biggest problem of all: she will get someone to do project.
Although it was a while ago, a lesson that has stuck with me since school (and has certainly helped me as a designer) was one taught to me by my professors: observe and select.
While walking around a local harbor on a bright, comfortable, late winter’s day, I noticed a number of people with cameras were photographing all around me. They were shooting the harbor, the surrounding trees, the various ducks, and the building: the obvious. None of them bothered with the wonderful patterns that were appearing in the icy waters. I selected the scene above, shot it, and stood and waited to see if others would see it. Sadly enough in the half hour I waited no one bothered to really check out the ice patterns – other then just a glance.
In design, advertising, and marketing today a similar thing is occurring. People are in such a rush to get the job done that they miss the most obvious of things – and if they do see interesting forms and trends, they tend to overlook them and do what everyone else is doing. It seems to have become a rush to mediocrity.