Before you read any further - watch the video above. (Hint — the men never get the count right)
Christopher Chabris and Daniel Simons use this video to examine the way that our intuitions deceive us. Their book explicitly shows the many ways our mind’s perceptions mislead us. They give examples of police officers passing an active assault without noticing it, award-winning movies full of mistakes, and companies who’ve spent billions launching a product their analysts know will fail.
We live in an age of information overload. Between larger and nearly unlimited access to news sources, the continual stream of information from social media, and the increase of diagnoses of ADD/ADHD, there’s been a recent emphasis on the ability to focus in on the important points. Many professionals rely on their intuition and experience to help guide their focus to the more important aspects of their work. But could that actually be harming your business? The point of this exercise is to explore the downsides of being hyperfocused.
It’s especially important to keep an open mind in relation to branding, because without one you are sure to be missing vital opportunities. We are very conscious of here at Carl Designs. Our goal is to provide a holistic approach to branding, which means we are always searching for creative ways to better express brands. We like to test the limits and go beyond convention, and in the age of information, making your brand stand out from the crowd is vital to growth.
If your task at hand is working on your website, then it’s important to consider the many ways in which you could use the website as an avenue for further opportunities. Too often agencies spend their time hyper focused on how to get the correct color scheme, font or graphics requested by a client and forget about what the client’s real goals are: sharing information, driving sales, etc. It’s important to step out of our comfort zones to get in the habit of keeping an open mind. Perhaps, for the audience you’re trying to reach a video might just be more approachable, even if you’ve never done it before.
A recent client experience demonstrated the value of this more than ever: The marketing department we were working with were concerned that a brand new logo might offend their soon-to retire CEO. So rather than being able to revive and rejuvenate their current logo, we were limited in our ability to explore more creative avenues when we re-developed their logo. When we brought their new logo to the head of the company, he admitted he was looking forward to a mark that breathed new life into the brand.
Our little seed of wisdom for this week is this: don’t let preconceived notions cloud your creative vision. Pay less attention to what's been done in the past, what everyone else is doing, and what the “proper” techniques are; you might be missing out opportunities to explore more creative avenues, and you’re only limiting your own potential.