Every year, you feel completely uninspired \u2013 in a similar way as when you at 5 o\u2019clock look blankly into one of the refrigerated counters at the supermarket. Why are you always at a loss when it comes to buying a Christmas present to your father-in-law?<\/p>\n\n\n\n
Is it because he already has everything? There are no Christmas wish lists, and you\u2019re starting to feel like your choice of gift is always a repetition of earlier years\u2019 gifts. Maybe you\u2019re going about it the wrong way.<\/p>\n\n\n\n
Maybe we shouldn\u2019t keep asking him what he wants. Instead we observe, listen and ask other kinds of questions. What does he care about at the moment? Does he have any interests, you didn\u2019t know about? Would an experience brighten his day? Is there something he never gets around to do? Are there ways to make his everyday life easier?<\/p>\n\n\n\n
We should look for the gift that he hasn\u2019t asked for. The gift that surprises him. The gift that puts a smile on his face. The gift that makes him feel seen, heard and understood \u2013 because he this year DOES NOT receive yet another vintage whisky.<\/p>\n\n\n\n
When we\u2019re trying to come up with not just A good idea, but the RIGHT idea, which every design and communication assignment demands, we make an effort of asking the right questions which open up for reflection. Because when we ask the right questions, we receive the best and most usable answers. And these answers can be turned into great ideas.<\/p>\n\n\n\n
The great idea is half the design process. Of course, an idea can be presented in many different ways. That\u2019s what design is about. The design process tests different kinds of shapes, colours, typographies and imagery. During the design process, we make the idea clear, communicative and surprising.<\/p>\n\n\n\n
This is what the professional process looks like for most of us, every time we work on an assignment. Often without thinking about it. Because we want to create the right solution, find the right answer to the client. Or find the gift to our father-in-law that means something special to him. Because we have thought it through.<\/p>\n\n\n\n
So we should all go and surprise our father-in-law \u2013 just as we will continue to surprise our clients with great design solutions in 2021.<\/p>\n\n\n\n
Merry Christmas from BGRAPHIC \ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"
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