You wake up in the morning, go through your daily ablutions, and choose your outfit for the day – or maybe you’re organised and have it already laid out from the night before. But either way, you will have chosen that particular outfit on informed facts about your day ahead; you’re meeting a new client at 9:00 so you need to make an impression, or maybe just catching up with an old friend over coffee. As you open your front door it feels chilly, so you grab your scarf and hat, and the brolly too, just in case.

These are conscious decisions about the way you look and the practicality of what you’re wearing. The creative process is no different – every piece of good design has a function. There is an argument whether design is art and vice versa – but I like the phrase ‘Good art is a taste; good design is an opinion’. That opinion is based on how well it functions; does it achieve what the designer set out to achieve? Although art is more expressional – to evoke an emotion maybe? – design can (or maybe should) do this too, but must also provoke an action.

The Content Marketing Institute last year defined content marketing as “creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.” They now state that it is no longer a case of simply ‘creation and distribution’, but now a formal business discipline. This I completely agree with and, as Lizzie Lonsdale states in her blog, ‘How to stimulate sales with content’, 2015 will be the year of the human. Humanised design is the way forward, through the use of photography and videos, animations, and interactions to engage your visitor.

Which is why function is as important as fashion, certainly in the case of content marketing. You could have the best content marketing strategy the world has ever seen; yet if your design lets you down, it simply will not work. As with many things, finding the balance isn’t always easy – too ‘arty’ and people might not understand it; too ‘over-designed’ and it becomes complicated; not designed enough and it looks amateurish.

How much time and money is spent developing a brand? Logo, colours, fonts, tone of voice, brand messages, photography, and so on. Don’t let your brand or strategy down by distributing poor creative.

If you need a hand with your creative content, why not give us a call and discuss your project with us?

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