I see lots of design contests that harp on really edgy innovation and strange design concepts. The winners content is sometimes so artistic I have not idea what they’re selling let alone have any desire to buy. I’m simply enjoying the excellent mastery of art, the interesting dynamics of their choices and the entertainment of the piece.
But here’s a wake up call: A lot of those award-winning designs didn’t net many customers for their client.
Don’t be fooled into thinking that an award-winning design firm will give you the practical in-the-trenches efficiency you need. Don’t let art win out over function.
Make certain you have a honest focused message for your marketing. Make certain you keep your designer(s) honed in on it too.