There was a time that, just like anyone else in the UK, we’d get shed loads of Leaflets ‘bunged’ through our front door. Being a leaflet, it’s usually extremely basic, not really delivering a solution to the need that brought it into existence. It quickly becomes unwanted material to be filed directly in the bin.
It seems odd that people and companies would want to produce items that really are so basic that they are just destined for recycling without a secont look. I started to wonder why this was, is it just a numbers game, more down to luck than anything to do with design? Why can’t this be better?
I ended up at: ‘What is the most important factor to delivering great design?’.
Does every design have to appear on the website DesignRush or to win an award to be great design? Maybe not, but can a leaflet that is meant to end up on your doormat be ‘great design’?
In short: yes.
Let me clarify what I see as great design, because this is important. My definition is: work that you’re proud of, that is successful, elegant and makes a positive difference, but does all this within in the time allowed and the budget allocated. The time and budget parts are really important (and we’ve talked about these elsewhere), because there is a difference between great and good!
So, how does great design come about, how can it be achieved (and how does this work with a leaflet)?
Well, the brief is important. Without a good brief (we have another post on this which is worth a read!) how can the solution be a good ‘answer’? Creative freedom is also a big factor, being allowed to explore solutions which are sometimes ‘unexpected’ or ‘edgy’ can be and sometimes are the difference between ‘good’ and ‘great’. Time is another ingredient (not that great work can’t happen overnight – but this is more down to a flash of inspiration), allowing ideas to mature, to grow and expand is always good for a project.
It dawned on me that these are all important factors, but realistically none of them would materialise without a great client calling the shots. To us, a great client seems to be the main catalyst for great. So what is a great client? Is allowing the above to happen what makes a great client?
our work delivers results to those that give us the freedom to do what we do best
A great client is this and much more. A great client understands that they can’t do everything, that they don’t even want to do everything. That branding and design is important to help their organisation thrive and that sometimes this needs outside help. That when they go outside for help, it is much better to see what comes from the process than to dictate what you want from the process. They have a business challenge, a need and want a relevant solution (not just ‘any’ solution), but know it won’t and probably shouldn’t come direct from them.
A great client wants to be part of the process, but doesn’t want to design through their agency. Great clients are adventurers that appreciate the journey as much as the destination. They may not know ‘where’ the journey will take them, but know how to judge that it’s where they need to be.
When it comes to a leaflet, this is still something that the company will be ‘judged’ on. It is still part of the brand and it will still leave an impression of who the company is. Leaflets can and do have a very important place within the brand ‘mix’, so why not make them as good as they can be? Why not ‘show the love’ in every touchpoint of your brand? Treat everythging your brand puts out to the outside world as an opportunity to impress your chosen audience. In that way, your brand will stand for something more than just a leaflet ‘shoved’ through your door.
We are very lucky (and extremely thankful!), because we have some amazing clients. We appreciate them and spend everyday trying to find new ways to build stronger relationships to gain their trust. And in return for that, we deliver unexpected solutions that make a positive difference to what they do.
Basically, our work delivers results to those that give us the freedom to do what we do best. Because at the end of the day, design isn’t just about beautifying a message, it’s about helping to drive business.
How can we help you?
Puur can help you at every stage of the process from developing a brief to developing your brand strategy; from creating branding solutions to helping chose the right suppliers to deliver the best branded material. If you want we’d be happy to chat over how we can help, give us a call today.