When a project finally gets to the design stage we explore and create with an eye towards selling. We weigh every image, every color choice, every typography choice to see if it says, conveys, evokes and depicts exactly what it must in order to persuade.
More ideas than not get tossed aside in our relentless pursuit of the best idea. This delightful little video shows an insider’s view of this process of creating, discarding and arriving at just the right place—the place that powerfully sells an idea or product.
Words, pictures, colors—these form the framework of every communicator’s toolbox. The final test is not whether it’s beautiful (though we do love that), but whether it influences the target audience’s decision to try, buy, engage, support or give.
What ideas have you seen that should have been discarded because they didn’t pass the “sell well” test?