Should our creative briefs be drafted solely around the desired end reaction? We could delete the delivery device and focus solely on creating meaningful interaction with the audience. This might make the notion of hourly billings anachronistic. Our clients demand results, not labour. Why aren’t we pricing our value as such?
While the world around us continues to change, the one thing that remains constant is that people act as a result of their emotions. As visual communicators, we’re in the business of crafting reactions. If we can embrace this truth, we’ll do our clients and ourselves a great service.