Professional Creativity?
Is there such a thing as professional creativity? Of course there is. Otherwise, what would you call us graphic designers?
As commercial artists, we live something of a dual life. In our personal lives, we create for ourselves, our friends, and for no one in particular. Professionally, we are asked to apply our creative abilities for the purposes of pleasing and meeting the needs of our clients.
Our personal work is evaluated against terms of our own choosing. Our professional work, on the other hand, is evaluated in terms of our ability to reach and deliver the clients message to a specific audience. Therefore, and professional project, if it is to succeed, must begin with an evaluation and understanding of the audience being targeted.
The Audience is the force that governs over all.
When you get right down to it, we as designers are not being hired to create pretty and aesthetically pleasing designs. We are hired to convince an audience of something that we understand from the client. This is why when I am hired for a project, I make sure to get the "goal" of the design project from the client, to ensure that I am working in the correct direction.
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