If you could put out an industry SOS, how would you fill in the blanks: CONTENT CREATORS OF THE WORLD, PLEASE STOP WITH THE _______. THE INDUSTRY REALLY NEEDS MORE ________. Why?”
So enough already with the trite copy, overused slogans and tired images in the corporate environment. It is so easy to pull out the tried-and-true headline, the recognizable illustration or photo and build our message around it. No thinking is required.
But hackneyed phrases and visual clichés don’t really communicate to people. They’re like invisible ink. You wrote them. But they don’t really show up. Nobody sees them.
Instead, we need more creativity — thoughtful twists that make us stop and ponder. This mean copy that makes us itch and want to scratch for the solution — prickly images that arrest our eyeballs and cause us to rub our senses.
This is an industry problem. But it is a creative director’s responsibility. The creators of digital messaging need to be watchful for the easy answer, the solution that’s been seen before. If we use material that doesn’t capture the viewer, why bother at all?