How we review creative is as valuable a part of the creative process as the creative itself. Yet the creative review is often overlooked and frequently misunderstood. The most talented designers in the world will create mediocre work if the creative review process is managed in a mediocre way.
I love the video that circulated a few years ago called “Microsoft Designs the iPod Package”. In several hysterically accurate minutes, the sleek Apple packaging design devolves into a cluttered mess because of creative feedback from the Microsoft marketing team. The fascinating epilogue is that it turns out the video was created by Microsoft designers to make a point to their own marketing colleagues.
As a Microsoft spokesperson said at the time, “It was an internal-only video clip commissioned by our packaging team to humorously highlight the challenges we have faced RE: packaging and to educate marketers here about the pitfalls of packaging and branding.”
Breakthrough creative only starts when we treat our creative partners as partners.
I’d love to hear your tips and recommendations on reviewing creative. Following is a cartoon I drew in 2006 on some of the pitfalls of critiquing creative.
(Marketoonist Monday: I’m giving away a signed cartoon print. Just share an insightful comment to this week’s post by 5:00 PST on Monday. Thanks!)