I had a call with a prospective client yesterday looking to get some collateral made for their company. During our call it became clear that there were going to be multiple people making the decisions and signing off on creative.
It's not like it was just two people either, hell it wasn't even four. On this project, there would be eight people that would have to look at this an approve it. Eight!
That's a lot of cooks. Respectfully, I said that it doesn't work out well to design by committee and that it didn't sound like it would be a good fit. They agreed and we got off the call.
Here is why design by committee is a bad idea: vanilla ice cream.
Allow me to explain, there are hundreds of unique ice cream flavors. From cookies and cream, mint and chip, rainbow sherbet, Ben and Jerry's Dairy-Free Peanut Butter Cookie Dough (my personal favorite), or even ice cream with candied grasshoppers. These flavors are memorable, whether you like them or not, because they have elements of distinction.
Now imagine you have eight different people in a room and you try and get them to agree on one flavor. Fat chance.
You will end up with choosing vanilla because it's good enough to do the job and it won't upset anyone. But it's not going to turn heads like the others. What's more is that if one person decided on getting a unique ice cream flavor, like cookies and cream, I doubt anyone would be morbidly detested by the choice. It's ice cream for Pete's sake.
Same thing with design. As long as you follow the basic principles, it's difficult to arrive at a detestable solution. It's well designed, that's what matters.
The alternative is this: understand that you aren't building something for yourself, you are building something for someone else. Be it investors, customers, whomever it is, build for them.
Next, establish one decision maker. Someone who can be trusted to make a good decision and let them do their job.
Do not design by committee.
It's easy to get caught in the trap of "more is better." More features, more services, more users, more shareholders, more views. More is a hungry ghost. Endlessly craving and never satisfied.
On top of that, they haunt you. Chasing hungry ghosts inevitably ends with the roles reversed.
"More" doesn't end and it pushes companies to do costly things that they wouldn't do otherwise. If you want to chase after more you need more hands, you need more money, you need to fundraise, you need to step out of the garage and buy a fancy office, you need to pull all-nighters, you stretch your team. All because you are haunted by "more."
An alternative: offer the smallest, best promise you can make. Small, so you know you can keep them and accomplish what is asked of you. Over time, they will build on each other you will have something amazing.
It's a good way to keep hungry ghosts out of your life.
I'm currently working on a new website or San Diego Startup Week. Yesterday, the former director of the program looked at the new site and commented on how much it had improved from the previous rendition. Obviously, I was flattered. But at the same time, I felt a void within that work.
What is missing is personality, voice, and character. The cherries that make the entire sundae memorable. The new site works and has a streamlined flow to it. But it has no personality other than being well designed.
It's as if design has a brand in and of itself; sterile, refined, clean, simplistic, lots of white space, you get the picture. The next level is using design to communicate a unique feeling that reflects your company.
That's the difference between design and branding. Design is a set of principles that any creative wields as second nature. Using it to build a brand is the ability to bend those principles toward a personality.