Great creatives stem from brilliant strategic thinking. Now, that’s something most would not have thought about. Creatives that stand out require more than just skilful execution; they demand an understanding of your audience, a clear objective, and the ability to evoke emotion. Whether you’re developing an advertisement, creating a piece of art, or expressing yourself in any other form, the journey to a great creative is marked by a fusion of strategy, artistic vision, empathy, and effective communication. In this final piece of a three-part series on what we offer to our clients (read about Consulting here, and Software here), we delve into the insights and tips that can elevate your Creative endeavours and leave a lasting impact.
1. Know Your Audience: Understanding the Heartbeat of Connection
Great creatives are not just visually appealing; they resonate with the intended audience. To achieve this resonance, start by knowing your audience inside out. Dive into demographics, explore their interests, and understand their preferences. This knowledge becomes the foundation upon which you build your creative masterpiece. Remember this—we craft for the audience, not for ourselves.
Tip: Conduct thorough research and, if possible, engage directly with your audience. Social media platforms and surveys are valuable tools for gathering insights into the hearts and minds of those you seek to captivate.
2. Clear Objective: The Guiding North Star
Every creative endeavour should have a purpose, a North Star that guides the entire process. Define a clear objective, whether it’s to inform, entertain, or persuade. Knowing your goal helps streamline the creative process, ensuring that every element of your work contributes meaningfully to the overall message. If your creative does not build awareness, sell products or services, or ramp up your brand’s loyalty, you have failed.
Tip: Write down your objective and refer to it frequently during the creative process. This keeps your work focused and prevents it from straying off course. One of the most effective ways to construct this is by writing down the ‘single-minded proposition’. It is usually a short sentence that tells exactly what you try to achieve with the creative.
3. Storytelling: Weaving a Tapestry of Connection
Stories have the unique power to captivate and connect. Whether you’re creating an advertisement or a piece of art, consider weaving a compelling narrative. It doesn’t have to be elaborate; even a simple story can evoke emotions and make your creative work more memorable. Story is your biggest weapon for holding your audience’s attention. Make it relatable.
Tip: Identify the core message you want to convey and build a story around it. Make sure it resonates with the emotions you want your audience to feel.
4. Emotional Appeal: The Heartstrings of Connection
Emotions drive human behaviour, and great creatives tap into this fundamental human truth. Infuse your work with emotional appeal—it could be joy, nostalgia, curiosity, or any other emotion that aligns with your objective. An emotionally charged creative is more likely to leave a lasting impression.
Tip: Consider the emotional response you want to evoke and tailor your creative elements—visuals, copy, and tone—to amplify that emotion.
5. Visual Impact: The Art of Captivation
Visual elements play a pivotal role in capturing attention. Invest time and effort into creating visuals that are not only aesthetically pleasing but also relevant to your message. A strong visual impact sets the stage for effective communication.
Tip: Experiment with different visual elements and layouts. Test how they resonate with your audience and refine accordingly.
6. Simplicity: Less is More
Simplicity is a virtue in an information-overloaded space. Keep your creative simple and focused. Avoid unnecessary clutter and complexity; a clear and concise message is more likely to cut through the noise. Art direction plays a big role here.
Tip: Challenge yourself to convey your message using as few elements and words as possible. This encourages clarity and enhances the impact of your creative.
7. Consistent Branding: Building Trust Through Cohesion
If your creative is part of a broader brand strategy, ensure it aligns seamlessly with your brand identity. Consistency in branding fosters recognition and trust, reinforcing your brand’s image in the minds of your audience. You need to be maniacal about pursuing consistency for your brand.
Tip: Create a brand style guide that outlines key elements such as colours, fonts, and imagery. Adhere to this guide to maintain a cohesive brand presence.
8. Originality: Breaking the Mould
When contents are saturated, originality is the key to standing out. Strive to offer something unique or present a familiar concept in a fresh, innovative way. Great creatives challenge norms and capture attention through their distinctiveness. Aim for iconic and unique concepts that speak to the audience.
Tip: Before finalising your creative, research existing works in your niche. Identify what has been done and brainstorm ways to bring a unique perspective to the table.
9. Call to Action (CTA): Guiding the Next Steps
If your creative is part of a marketing effort, incorporate a clear call to action (CTA). Guide your audience on what steps to take next. A well-crafted CTA can significantly impact the conversion rate of your creative. Don’t just sell. Solve audiences’ problems and give them a reason why they need you. Your creative copywriting skills play an important role here.
Tip: Make your CTA specific and actionable. Whether it’s urging a purchase, encouraging a sign-up, or promoting social sharing, clarity is key.
10. Feedback and Testing: The Crucible of Improvement
Before finalising your creative, seek feedback from your target audience. Testing different versions can provide valuable insights into what resonates best. Embrace feedback as a tool for improvement and refinement.
Tip: Set up focus groups or beta testing to gather qualitative feedback. Use A/B testing for digital creatives to compare the performance of different variations.
11. Adapt to Platform: Tailoring for Versatility
Creatives are often shared across various platforms, each with its own unique requirements. Tailor your creative to fit each platform and consider how it will appear on different devices. Versatility ensures that your message remains impactful across diverse channels.
Tip: Understand the specifications of each platform you plan to use. Optimise your creative for different screen sizes and resolutions.
12. Keep Up with Trends: Riding the Wave of Relevance
The creative landscape is dynamic, with trends constantly emerging and evolving. Stay informed about current trends in design, technology, and culture. Incorporating relevant trends into your work can make it feel contemporary and appealing. Australian Lamb does this very well, riding on the biggest trend and turning it into a masterpiece of Australian storytelling in January every year.
Tip: Follow industry blogs, attend conferences, and engage with online communities to stay abreast of the latest trends. However, ensure that trends align with your brand and message.
Boomers walking around with their phone torches accidentally turned on, Gen Z doing TikTok dances and drinking bubble tea, Millennials trying to remain relevant using out-of-date slang and, of course, Gen X being forgotten. That’s right, every generation is about to be roasted (except the lamb, which is barbecued).
The clip depicts a nation plagued with border walls, divided states and an absent PM, in a very tongue-in-cheek reference to the coronavirus pandemic and Scott Morrison’s highly-publicised Hawaiian holiday during the devasting 2019/2020 summer bushfires.
13. Iterate and Improve: The Journey, Not the Destination
Creativity is an iterative process. Don’t be afraid to iterate and improve based on performance data and feedback. Each iteration brings you closer to perfection and hones your ability to create impactful content.
Tip: Schedule regular reviews of your creative work. Analyse performance metrics and identify areas for enhancement. Use this information to inform your next creative endeavour.
14. Collaboration: The Fusion of Minds
Creativity thrives in collaboration. If possible, engage with other creative minds to gain diverse perspectives. Collaborative efforts often result in more innovative and well-rounded ideas.
Tip: Foster an open and collaborative environment. Encourage team members to share their ideas and perspectives. The synergy of different minds can elevate the quality of your creative work.
Final word
The path to creating a great creative is marked by a deep understanding of your audience, a clear objective, and the ability to evoke emotion. It’s a journey that involves storytelling, visual impact, simplicity, and authenticity. Embrace the iterative nature of creativity, and let each project be a stepping stone towards honing your skills and making a meaningful impact in the world of expression. Craft your creatives with care, authenticity, and a genuine desire to connect, and you’ll find that your work has the power to resonate and leave a lasting impression.
