Make it POP is an expression often used by clients to describe a magical creation that is in their heads which the designer cannot see. This statement is usually placed after a lengthy or brief explanation of the client’s emotionally filled expectations. For example, ‘We want you to include such and such colours, we would like you to use such and such font oooooh use something like this, you know you are the designers… MAKE IT POP!’. As a designer you will find that this statement ,Make it POP, will be suicidal if you go on to design taking that as part of your brief.
Why?
This is because the client has left the brief too open for interpretation. As the designers, you will end up pitching various almost endless concepts which will not land. Often times, the client will come back with their solution reference after your numerous pitches and you will kick yourselves for not having asked them to show you a reference at the beginning. Clients can be like kids at times…they may have a lot of excitement about their projects and overlook your role as the designers. There is nothing wrong with this excitement but it has to be quantified in the form of a brief. Therefore it is your job as the designers to do the following:
- Pick out key information from the ‘exciting brief’ and jot it down.
- Ask the client for references to what they are expecting. If they do not have them present some yourself. Pull a few pics from Google images or better still Pinterest, and pin them.
- Sketch some ideas on the spot if you are having a one to one meeting with the client.
- Give them time to consult their colleagues. Often times the person(s) you are talking to is not the only decision maker. This risk could kill your progress during or after the creative process. You should promptly establish a connection with the final decision maker(s) and involve them in the creative journey.
- Establish a timeline. Doing this will prevent the project from winding on and on without a finish line. Layout the creative process and execution time and share it with the client. This will bring soberness to an otherwise eternal project. Doing this will also bring attention to the importance of time. It wouldn’t be efficient to spend an undefined amount of time on any project.
In conclusion, making it POP will never pop. A brief is better solved with clear objectives drawn out. It is the responsibility of the designers to establish those objectives using the points outlined in this article. Also, this will save time and money allowing your team to deliver accurate solutions that live up to clients’ expectations. Develop a checklist or documentation that allows you to capture key information in set categories.