If you show a client a highly polished computer layout, they will probably reject it.
By Paul Arden in It’s Not How Good You Are, It’s How Good You Want To Be (an incredible book!)
There is either too much to worry about or not enough to worry about. They are equally bad. It is a fait accompli.
There is nothing the them to do. It’s not their work, it’s your work. They don’t feel involved.
If they don’t like the face of the girl in your rendering, or the style of the trousers worn by the man on the right., or your choice of the car he’s driving, they will reject it.
They won’t see the big idea. They will look at the girl’s face and think, ‘I don’t like her, this doesn’t feel right.’ It is very difficult for them to imagine anything else if what you show them has such detail.
Show the client a scribble.
Explain it to them, talk them through it, let them use their imagination. Get them involved.
Because you haven shown the exact way it’s going to be, there’s scope to interpret it and develop and change it as you progress.
Work with them rather than confronting them with your idea.
Advertising guru Paul Arden is a creative genius whose extraordinary drive and energy is allied to a kind of common sense that just isn’t, well, common. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis.
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