Finding the Balance: Creativity Versus Practicality
How easy is it to explain your brand’s concept? We’re always looking to expand creative limits, but we also understand that there are rules to follow! Our work for clients is meant to be more than just fun and engaging. Each project still has to advertise a service, represent a brand, or solve a problem. So while we’re looking to push the envelope, practicality comes into play as well as creativity. It should be simple enough to explain to any audience but unique enough to differentiate between competition.
We don’t want to go overboard in either direction, so here are a few things we keep in mind.
Search engine optimization boosts a website’s visibility on sites like Google so more people can see it. By incorporating relevant, common words into the content, URLs, file names, page names, titles, and more, we make it easier for people to find your site. However, brand personality, tone, and language also need a proper place on your website so your audience can get a feel for your character. Crazy and funky lingo may also come into play, but we like to strike a nice balance with practicality.
Sure, a colorful, abstract logo would be great, but does it represent your brand? Is it still easy to replicate across multiple platforms and on different backgrounds? Does it even make sense? A logo that screams “too much” turns into a distraction.
Similar to SEO, content on the website, social media platforms, and advertisements should be clear and concise. You don't have to eliminate personality. Instead, creativity shouldn’t inhibit the content’s purpose or message. If the content leaves readers with more questions, it's not working.