The Creative Manager’s Worst Nightmare
Being a creative designer or creative manager is not easy. Especially, the job of a creative manager is even tougher because you have the responsibility of acquiring client requirements and pass them to the designing team. Here are some of the critical issues that the managers face:
1. The customer not liking the product
A customer saying “I don’t like this” is a thing which you must avoid at all cost. This is because this statement is very ambiguous and doesn’t clear what part of the design they don’t like. Maybe it’s the font, maybe it’s the color combination, maybe it’s the font size or it’s all the above. No one expects the customer to critique the design like a master, but it becomes easier to rectify the mistake when we know what to change. However, many customers are vague in their statements, making it difficult to cater to their needs and making it our number one worst nightmare.
2. The customer doesn’t explain his requirement correctly
As it is commonly seen, a customer thinks that the manager and designers can read into his desires and plans telepathically. Customers many times don’t correctly express what they expect from the final product and hit the manager with the generic “It should be professional and suit our brand” or “Be creative” statements. The problem? Without predefined requirements, the designer may create something that the customer doesn’t like, and the designer needs to redesign a new product. This wastes a lot of precious time which could have been saved had the customer been more specific. Hence, it is the job of the manager to hold meetings to collect all the requirements.
3. The customer demanding improvements
Well, no design passes the first draft ever. Even with all the requirements in hand, customers may want to add some more changes to the design. This is not bad; however, it possesses a problem when the customer says, “Make it better” or “Can you make it more eye-catching?”. Without the right specifications and highlighting what you want to change and make more attractive, this statement is just vague and doesn’t help the designing team at all. You can make it eye-catching by using contrasting color combinations. You can draw attention to a specific part of the design by making the font larger. You can use hierarchy to make the design “pop”. If there are a lot of improvements to be done, then mention the changes starting with ones requiring minimal changes and progress to higher changes. This will allow the designer to take it to step by step without overloading him.
Although many of these points refer to the designers, the managers are also the ones who suffer from these problems. This is because no one directly talks to the designing team and the manager is the one reporting to the customers, bringing all the heat to him. All the customer does is to inform about the required changes. All the designer does is implement those changes. However, the manager collects the requested changes and passes them to the designer. Hence, in the end, it’s the manager who suffers the most.