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What are the main mistakes clients make in judging creativity?
Ignoring initial gut reaction, over-thinking it, basing decisions on their own opinions versus the opinions of the target audience, and asking others what they think.
Most decisions are based on how something makes you feel, not what you think about it. So, if an idea makes you feel something, it's usually a good thing. But, anything new and different can also make you feel uncomfortable because the results are unknown before you try it.
Testing out of context, on the wrong people, or asking someone to form an opinion results in them unknowingly ignoring what comes naturally. It encourages them to find things they would change in an effort to sound smart, instead of letting their feelings happen and share with others what they feel. Most people aren't comfortable expressing their feelings openly for fear of what other people might think. Also, preconceived notions can prevent a new idea from seeing the light of day. This makes it difficult to test anything new and different.
Depends on the client. Hard to say. But mostly, everyone wants to be creative.
The clients don't understand my concept
The client we have deal the price before and apparently different from the first deal
They think that if they like it, their target audience will like it.
They compare it.
They over-think it.
So...it's up to us to establish creative criteria up front!
Not allowing themselves to see the bigger picture.
Clients are business people, and business people usually play safe. One who doesn't get into the pool doesn't learn to swim.
they think they are the target. Or they think about what the communication says about their company how that makes them perceived as an employee of that company. The worst error is to judge something because you have never seen it before. So the real brief was to make an ad which looked like it came from that category but was different enough to benefit the brand - that is a recipe for dullness.
subjectivity. could be an added value or a big danger
Subjectivity.
Conservatism.
Lack of consumer insight.
Lack of brand differentiation.
Using personal tastes in the judgement.
Decide they know more about how to communicate than a professional.
They get hung up on all the politically correct nonsense. If you show an image not diverse enough, they'll pick that apart, and can't concentrate on the concept. Did you get the disclaimer in properly?
Or they look at it through their eyes, and they may not be the target audience. An example would be middle aged or older deans at a college deciding what they think will work for young high school juniors and seniors.
The main mistake is to reject a different idea because it has never been done in that category (the usages per category). |
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