It's always a challenge to demonstrate the value of great creative to sceptics… who often seem to be those who hold the budgets. The best way to bring messages to life is so subjective, so why bother at all?
Beautiful photography, deceptively-simple graphics, bespoke illustration — really good creative assets can make the difference between communication that inspires people and messages that are glanced at — then deleted — without being read, let alone acted on.
But how do you measure the value? And, what makes 'great' creative?
The photographer, John Wildgoose, who produced a lot of the portraits on this website, has sent me an article from the New York Times that documents some work that has been done to just that end. Specifically, how people engage with images used on websites – and how good photography can make all the difference.