One of the most frustrating parts of working as a marketing creative today is that, no matter your particular skill or specialty, there is no end to the parade of people ready to tell you that customers only care about something else.
Are you a graphic designer? People want to see photography. Web engineer? What matters today is multimedia. Multimedia producer? You’re going to need a good website for that, as well as a good story to tell around your video. Copywriter? Sorry – no one reads anymore.
There is no question that the explosion in global and mobile digital communication has forever upended how businesses and customers find, regard and interact with each other. But people do still appreciate great graphic design. They can still get a bit choked up with just the right brilliant image. And, yes, people do still read. What they don’t read is the stuff that bores them to tears – which, unfortunately, accounts for a staggering portion of modern, prose-based marketing today.
Continue reading