Protecting the integrity of the concept is crucial

I was delighted to read Richard Murray’s article (DW 23 April). In it he was bemoaning the lack of integrity to the original concept as projects reach their completion. And “efficiency” takes its toll. It’s about time we recognised this dilemma.

I was delighted to read Richard Murray’s article (DW 23 April). In it he was bemoaning the lack of integrity to the original concept as projects reach their completion. And “efficiency” takes its toll. It’s about time we recognised this dilemma.

Too often we focus on the strategic and conceptual stages of a project at the expense of its later stages design development, artwork, print and packaging lines the areas where the integrity of the concept can disappear under a plethora of restrictions, vested interests and mostly lack of understanding of what the concept is intended to convey.

Once we have gained an agreed strategy and translated this into the right concept the baby then embarks on the perilous journey out of the cocoon of marketing, strategic and creative departments and into the turbulent waters of client buyers, packing lines, printing restrictions, reproduction misunderstandings and structural conservatism. All too often the end result looks like no more than a faint echo of the original strategic intent.

There is a need for protection of the integrity of the concept beyond the initial stages. We must learn to value the task of acting as protector and intermediary to bridge the gap between two very different worlds. Somebody must be there throughout the back half of the project to take responsibility and fend off the constant picking away at the concept’s individuality and clarity.

Only when we do this will we be able to go into a supermarket and look at the product on shelf and know that it is what we intended. when we started out.

Otherwise, the end result will continue to disappoint design groups and clients. And inevitably repeat business will suffer.

Ciaran O’Connell

High Wycombe

Bucks HP12 4LJ

Latest articles