Jun 3, 08:06
Creative, the noun
A word we all hear dozens of times a day if not more. This very adjective is a real pain when it comes to dealing with clients who’ve worked with traditional Advertising agencies. They refer to whatever visual as the “Creative”. Been around that for longer than five years, every agency I worked at followed that too. Semantics can really become annoying when they make communication stickier than it is.
I’m not sure if this is the case worldwide, whenever a User Interface is done and shown to a client, the feedback comes back in the form of “Creative” was right to the point, go with it, or an e-mail with the subject “Re Creative”, “we need some changes”.
I believe it’s been years and years now, web business is not equal to Advertising business. The process ain’t the same, the aesthetics’s of a website is not the only creative part.
So what I’ve got from the noun “Creative” from clients’ marketing departments is whatever you show them that is visual. So a snapshot of an interface is a “Creative”. Any visual be it an interface or even a photo they’d call it “Creative”. The same old “Creative” I used to hear when I worked as a Graphic Designer for Print. It’s for Web and it ain’t only the pretty pictures, it’s annoying.
Creative is copy, graphics and aesthetics, interaction, web branding, and definitely every effort put into the creative process of achieving a website’s purpose.
According to Wiktionary:
1-a person directly involved in a creative marketing process: He is a visionary creative. 2. the product of a designer directly involved in a creative marketing process: Have you finished the creative for next week’s email campaign?
And the plural form of creative:
A series of products or the collective products of a designer or designers directly involved in a creative marketing process: The design team has completed the creative for next month’s multi-part ad campaign; I’ve included in my portfolio all the creative I’ve completed in my five year design career.
So Creative is Graphic Design, man!
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