Last Friday, a large crew from Adpearance made their way to Ziba to attend Creative Mornings, a monthly lecture series for creative types. We had the pleasure of listening to Bill DeRouchey discuss the importance of “Designing with OpinionLast Friday, a large crew from Adpearance made their way to Ziba to attend Creative Mornings, a monthly lecture series for creative types. We had the pleasure of listening to Bill DeRouchey discuss the importance of “Designing with Opinion
The Adpearance team in attendance included designers, developers, and SEOs, but we found the concept of Designing with Opinion highly relevant to all of our diverse roles. Essentially, DeRouchey expressed the belief that the future of design lies in branding based around strong opinions. Traditional companies too often hide behind a safe business identity because they fear making a potentially alienating statement. DeRouchey claims that the best way to engage a customer or associate is to have an opinion and not be afraid to build your brand around it.
An interesting question raised at the end of the lecture was how to apply the concept of Designing with Opinion when you are designing for a client rather than for your own company or brand. While really, no simply answer exists, the question made our team think about how we can apply the principles and ideas discussed at Creative Mornings to our work as part of a digital marketing agency.
Working for an agency is exciting because you meet and work with a vast array of clients from every possible industry. However, with that excitement comes the difficult task of being able to produce engaging and innovative designs for businesses that are not your own.
The opinions that influence a company should influence more than the slogan or design. We should look to incorporate that identity, or opinion, in technical aspects of our industry, such as on-site SEO optimization. Our team discussed the possibility of using the concepts from Designing with Opinion during the creation of title tags. Utilizing strong opinions in title tags has the potential to increase click-through-rate. Additionally, designing a link building campaign around the opinion that defines your brand could provide the type of engaging and thought provoking content required for high volume sharing.
Ultimately, our role is to guide our clients through the process of discovering their brand and how they can use their brand to engage their customers. The best way to create engagement is to get people thinking, and that requires the willingness to take a risk. Companies that stand atop the pedestal of innovation, creativity, and excellence did not get there by playing it safe. We need to be willing to let the opinions and ideas that influence and define our brand be heard.