If you had to choose a single flavour of ice cream that a large group of people would eat, you’d most likely go for vanilla, wouldn’t you? It’s a safe bet.
But vanilla is rarely anyone’s favourite either.
Humans have a natural tendency to try and please everyone. To not offend anyone. When it comes to making choices about graphic design and brand identities, it’s no different.
There’s a temptation to go for the safe design. The one that nobody will mind. The vanilla design. The thinking being, if one single person doesn’t like your design, then you’ve failed.
But in a competitive world, you have to do more than be the one that nobody minds. You have to strive to stand out from the crowd. Figure out what makes you different and accentuate it through great design and creativity. As the old saying goes, when everyone else zigs, you zag. Whatever it takes, make sure your graphic design and brand identity is original, authentic and stands out. This will grab attention and, just maybe, spread a little delight.
That’s great, but what about people who don’t like it or don’t get it?
In order to spread some delight, you have to accept that there will be others who aren’t so keen. Gulp, some might even hate it. Don’t be afraid. Standing out can be divisive. Just like a raspberry ripple. And frankly, if nobody has an opposing view, you’re probably not trying hard enough.
But as long as your business provides a product or service that makes peoples lives a little bit better and isn’t doing bad things, the value of standing out wins in the end.
Now, who’s for salted caramel triple choc chip?