Why Push the Visuals?

Written by David Charney
Posted: February 16, 2008 (2 years ago) | 0 comments

Being a creative director I am often asked by people “Why push the visuals?“… It is a good question which can crop up anytime you propose spending some good time and money to better the look and feel of a project. This question can be interpreted several ways:

1. Why should I spend a lot of money just for the cool factor?
2. Why spend the time on the design?
3. Why use 3D when we already have graphics that show everything?
4. Why spend any more money then is absolutely necessary?
5. Why rework all… - actually - I think you get the idea…

These questions pop up almost constantly… or let’s say mid-constantly. So what do I say to these questions? Good question. First, pushing for really powerful visuals - the 3d, the design - is not always the right way to go for every project. Take a step back from any project (look behind yourself first) and think about the scope of the project, the goals and objectives, the audience, and the long term possibilities. How will the audience benefit from the visuals?

What is so great about visuals? Why spend the time? What is the audience going to get out of it other than the “cool” factor? I feel another list coming on…

Number 1
A more graphical user interface can provide a more intuitive user experience. Spending more time on the look and feel, navigation, and creativity of project can increase ease of use and even be a motivator to continue exploring.

Number 2
Interactivity can provide a more “hands-on” feel to the user. It can allow them to make a connection by providing feedback. This can be key when expressing information, understanding, and retaining it. Fun is another word that comes to mind. Someone enjoying themselves can pick up new things without even realizing it. Again a motivator.

Number 3
3D can entertain and educate. What if you have the best video footage in the world but it can’t quite show the nerve that needs to be avoided during surgery. 3D can tell that part of the story by fading back the anatomy to show just what to be aware of. Again… motivating.

Number… where am I… 4. Number 4
If long term goals call for several applications that all work together, then developing a good brand structure can help bridge that gap. Thinking ahead can determine how much to push the visuals. Motivating.

Number 5
Motivation.

Number 6
Cool factor. Yep. Sometimes it is good to just be cool.

My time is almost up. You can start getting the idea. It’s not all about the cool factor, although it can help as it breaks down into several smaller reasons to push the visuals. A budget is important but if it makes sense for the benefit of the project talk over why pushing the visuals can be important both short term and long term. Think back to all those projects that you actually remember, enjoyed, and told your friends about. Did they have a little something extra to them?