It’s a worn out conversation that the right brain is
creative and the left brain is logical and all of that crap. We all know it;
and it’s B-O-R-I-N-G! Here’s the thing I wish every client and every employer
of creative people could learn…and it’s really simple. Creativity is NOT the same thing as
Productivity! There, I said it out loud. This is not a new topic of conversation,
but deserves to be screamed from Art & Design Departments over every PA
system in every building and plastered across every visible flat surface! There…I
said that too!
I want those who hire and manage creative people to realize
this fact…we are not machines! We don’t fart background music and sneeze pixels
out of our noses! Creativity is not something that can be manufactured on a
moment’s notice or when the demand strikes an impatient procrastinating client
or department head. “Oh, I’m sure you can get this back to me by tomorrow! You’re
awesome!”
What does the creative brain need? What is the proper method
of nurturing your favorite creative person so the good stuff will continue to
flow? These are good questions to consider when dealing with your designer. The
answers are not the same for every creative person. One might listen to music,
while another might like to take naps. The only way to find out is to ask. The
best way to burn them out or piss them off at you, is to assume they can
produce award-winning designs just because you ask them to….by tomorrow!
If you recognize yourself here as the demanding client or
employer, please understand that the creative person you’re working with IS different…they’re not behaving weird for
no reason! They take great pride in that weirdness because they know something
that you do not…being creative is a gift, a talent, a honed skill and deep
understanding of how to create something
from nothing more than an idea or request! So what if their hair is 7 different
colors and they wear black every day? So what? And so what if they have a
private life which doesn't fit into your belief system? So what? What matters
is that you have a working relationship with a creative individual who has
magic inside. They don’t see deadlines, budgets, numbers or your bragging rights. They see colors,
shapes, patterns, flying, floating ideas and concepts which don’t have
descriptions yet because there are no words to describe these things. This can’t
be contained in a cubical or forced out on a page…so stop demanding it!
If you’re the creative person who is by now, no doubt jumping
up and down, fist-bumping and shouting; “Hell yeah!” Sit down, because I’m not
finished. It is your responsibility to find out how to nurture that part of you
and communicate that to the client or employer. It’s your responsibility to
take care of the gift, not just dress differently or dye your hair to establish
the visible identity. Work out a process that works for you and for the
client/employer. Then hone that process. So you’re not understood…don’t be a
diva (male or female) be an awesome, responsible designer, artist or
illustrator…whatever your discipline happens to be. Be the one in demand
because you have the ability to create understanding of who you are and how you
work best.
Communication works both ways. All parties involved need to
talk about this right up front. If you need it by tomorrow, then understand it
may not be a winning design. It may contain stock photography and redundant
design elements from previous work. You get that, right? On the other hand, if
you want an award-winning design to really brag about, talk to your designer (creative
person) to find out how they work and what you can do to help that along. Designers-
just know that there are many clients who have no idea what a design process is…educate
them. After all, we all want the same thing…those awards sitting on our
bookshelves and desks, right?
-T
No comments:
Post a Comment