Controversial opener? Sure. Only because there is an emotional attachment to it. Y’know, we’re only challenging you to look past the people you’ve always trusted for an opinion on something that means so much to you.
But here’s the thing, just because you love them, doesn’t mean they’re right.
Asking the wrong audience.
While we know they have good intentions – without any inclination of your brand strategy, direction, target market, positioning and intended brand status the only thing they’re giving you their opinion on is the design, which is subjective.
Let’s put it this way. If a father says to his teenage daughter that he doesn’t like her formal dress she’s picked – she’s not going to care one single bit. Why? Because she would’ve tried that dress on at the shops and envisioned the faces of the people she wanted to impress; her friends, frenemies and the one she’s shacked up with.
Her sole purpose was to impress a ‘selected’ group of people, not her dad. So unless her dad fits into one of those categories, which he doesn’t, his opinion is irrelevant. Soz dad.
Our point? Anyone can have an opinion, but the opinions that matter are from the ones who sit within your targeted audience; they are the ones you’re trying to impress. Check out our previous blog ‘How strategy can make or break your brand’ here.
And, it’s not just family.
Friends, co-workers, old mate Jimmy from the soccer club. We see it countless times, with people posting into online forums asking for advice on 3 logo concepts their designer had created for them. The poor person posts up this post wanting genuine advice and they’re met with a barrage of comments, from couch critics giving opinions on a design they know sweet FA about.
- “Maybe position it a little bit to the left”
- “Mmmm, I think it’s the font, it’s not working for me”
- “Hi [insert name here], I’m a professional Graphic Designer and if you need help redesigning this logo you can find me at www.selfexploitation.com” (bad form guys let’s not rip the rug from our fellow creatives that quick).
All honest opinions, just not the right ones. Where are the:
- Who are you targeting?
- Where is this going to be located?
- What socioeconomic background do your people fit into?
- Where do you see your brand in 5 years time?
Without that information, people just cannot know the end goal and what the design is trying to achieve.
Make sure it communicates.
The end goal is to reach the people who not only want to purchase from you, but connect and engage with your brand. Your identity and assisting designs need to be the visual communication that grabs and attracts your prime audience.
If you’re targeting a tradie, it doesn’t matter that your mate Jessica didn’t like it and preferred a handwritten script font with a flower now does it? AND say for shits and gigs Jessica was a tradie, her 1 opinion doesn’t dictate the majority. This is why we always suggest grabbing 5 people that fit within your narrowed target market (a DIY focus group) to give you their opinion. We’re not talking 5 blow ins from a range of age groups, we’re talking 5 people from the prime target market. These are your money making people.
In the end, we can all become a little misguided in areas we aren’t familiar with. We also think a lot of people err on the side of caution because they think they are going to be taken for a ride or they play too safe and miss the chance to completely take that beneficial risk. It’s important here to establish a trusting relationship with strong communication with your designer prior to even commencing the design work. That way you’ll know that you’re in good hands. And when you find them, hold on to them!
If you have any questions or want to know more, click here and get in touch. Or check out the services page to see what’s on offer. Alternatively, head over and follow us on Instagram and see what’s happening with us daily!