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The "WOW effect" expression


Many times when a designer opens a brief, he or she meets the "wow effect” expression. This would not be a real problem as long as this expression provides any usefull information, but unfortunatelly often it’s just an expression coming from people who have absolutelly no ideea what they’re looking for. Is only an empty expression whichwith the real meaning: " I have no ideea what I need , but I expect 300 design versions and maybe I will choose something”.

According to big advertising agencies this kind of client dissapears in 85% of cases before the project is finished. Someone who is really interested will have an ideea about the product they’re looking for. Just imagine a person who’s going to buy a car telling the car dealer " I need something with wow effect... sporty?, classic? , offroad?, size?, motor horse power? ,color?, consumption?, etc, etc , etc ..........I need information not empty expressions.

Believe it or not, this also applies to design.

Some people will say wow when they look at a 1952 Ford truck , but others are dazzled by a Bugatti Veyron. It’s all about is about taste but to understand someone’s desires

one needs information not just some trendy, obscure and meaningless formulation.

Source: kaelgrafi.com


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