Creative Direction

One must question the value of creative direction when we creatives dole it out like grains of sand to strangers and friends alike.

We all approach colleagues with “check this out…” on time. And the response is almost always “you should try…” or “what if you did…”.  There are people’s who’s entire career is based on giving that input, Art and Creative Directors. What value does that input have, when we all provide it? At times as much or more poise and specificity, forethought and user experience in mind. The illusion of understanding is often the downfall of most UI’s. Anyone who approaches a design with “The user will think xyz when they look at this” is full of it. The right answer would be “I think xyz when I look at this.” It’s the only honest answer anyone of us can give.

Michael Dick counters me on this with:

“The real position of creative direction is the understanding of what projects need.”

While I agree, the issue is I fear too many with the title direct based on personal experience, expectation and assumptions of user behavior. Where ultimate the only accurate way to gauge user behavior and taste is through user testing. No amount of years of experience as a Marketer will out weigh asking a user “What do you think?” Ultimately that’s what we do, when we ask our colleagues for input. Their providing personal and honest input and creative Direction.