Just thinkin’: creative awards reflect successful design and advertising work
The AAF Addy Awards are coming up soon and I’m more than happy to admit, I like award shows. These are great parties with lots of people coming together to celebrate our craft, we get to see where the collective bar is set for our area and it’s an ego boost just to be able to enter some work. But there’s another reason I like the shows: they recognize what I believe to be the most effective, business-building communications out there and honor the agencies that are really trying their best on their clients’ behalf.
Now, there are those agencies who will haughtily claim, “We don’t care about creativity awards.” And usually this attitude really shows in their work. Sorry, but it’s true. And it’s sad. The oft-neglected truth is that the primary purpose for advertising is to simply get consumers’ attention and create a positive impression. Other, equally important marketing disciplines must take it from there. But great ads and great graphic design are always strongest when they are required to simply deliver an emotional roundhouse.
That emotional value is far, far more important than is often recognized in this data-crazed world. But things are turning around. Neurologists are re-thinking the logic of logic when it comes to communications and consumer behavior. It’s now understood that the emotional brain often overrides logic when the logical brain is overloaded with information.
So it follows that, in an information-saturated environment, things like package design, a great logo, an ad’s conceptual direction, a compelling headline — become huge influencers of purchase behavior. Recent research has shown that the part of our brain that processes information actually shuts down a bit when there’s too much information and that the emotional brain takes over. Not only that, the emotional, intuitive side does very well in making good purchase decisions.
So if you, too, are entering award shows this year, or submitting work for PR purposes, good for you … and good for your clients. Whatever you do, though, never be apologetic about doing well at the creative part of this business, in my estimation, its most essential part.