I’m a creative director with a design pedigree. In an industry that prides itself on storytelling, I trade in emotions: provocative, disruptive, palpable emotions. As consumers adjust to rising noise and information, emotions are the gate of entry. We feel before we think. Indifference is the enemy.
This is where it gets tricky. We only have six seconds with the consumer today. (I heard it on NPR, so it must be true.) In that blink, we have to find relevancy.