Do the Homework Before You Begin the Creative Process

After decades of working with graphic designers, florists, architects, and all kinds of creative folks, I know that it is easier to get the end product I’m seeking if I give these creative people clear direction up front.  I always do a “white paper” if it is for a big project like building a home, holding a wedding, or designing a logo that needs to last a new brand for its lifetime.  But equally as important, I work hard to SHOW these creative people what I think looks great.  If I am building a home, I have a binder with sections for each room.  I have photos of interiors and exteriors.  I have photos of ceilings I prefer as well as the type of doors and light fixtures (there’s a whole lot more on the building of a home in the Decorating chapter).  When the project is a wedding, I show the florist designs I think are lovely, and I also show them things I don’t like at all.  It’s just as critical to show the creative folks the “don’t likes” as the designs you love.  Be careful about the photos of things that you like.  Put things in order of priority so you don’t overwhelm people.  When you’re working on new packaging, this is equally important. Show the graphic artists the feel of the packages you want.  Show them examples of where the logo is prominent and appealing.  As they say, a picture is worth a thousand words but, even more importantly, you have taken the time to help the creative process along the way.  Your end result will be easier to attain.  You’ll save money, because all too often, people have to go through multiple iterations before they are happy.  Do the work up front to SHOW them what you love, and you are far more likely to love the end result.