Sunday post #11
Did you see the recent Willy Wonka event in Glasgow? Marketed with AI images, children were left crying and parents phoned the police when the reality of the event didn’t match their expectations.
One of the AI images used to promote the Willy Wonka event in Glasgow
© willys chocolate experience
AI art and design will level the playing field and pretty soon every business will have the ability to look as slick as Apple without the need for an experienced designer.
Reflecting on this made me think of a time early in my career when I worked for a National newspaper designing adverts for small businesses like plumbers, furniture stores, and restaurants.
Not long into my time at the newspaper, my boss shouted from his office door so that everyone on shift could hear.
“Yo! Office. Now!”
What had I done? I thought to myself as I entered the office.
I sat as he threw examples of my recent design work on the desk in front of me and sighed.
“You need to stop doing such a good job,” he said.
“Huh?”
“You are making the adverts look too good. I would trust these businesses based on these designs and I shouldn’t trust these businesses.”
Early twenties Yolander was confused.
“You don’t want me to make good design?” I asked.
“I want you to make it look as good as these businesses are. Now back to your desk.”
I mask my confusion and anger with a smile and walk out of the office instantly determined to find a new job. But I had missed the key point, I had a responsibility to create a look and feel for each business that aligned with what they deliver.
Forties Yolander gets it.
What I do as a designer is all about establishing and building trust. Managing expectations and helping to deliver unsaid promises. The design for a company that offers a quick cheap solution should reflect that in its look and feel. A luxury, bespoke solution should look and feel very different.
I can’t help but think that businesses using AI as a design solution rather than using it as a design tool in combination with a great designer will make the same mistake. The risk is that their design will become slick and full of promises they can’t deliver, like the team who created the Willy Wonka event in Glasgow.
In the studio this week…
This week Vicki and I were joined in the studio by my sister Louise. While we concentrated on a bid presentation design deadline and kicked off a new branding project, Louise worked on her fitness branding project. It was great to have her in the studio, she always brings a bright, fun vibe.
Go outside challenge
This week I was joined outside by my sister for daily walks which was more fun but found the photo evidence theme of smiles a challenge. I might try this one again photographing people when I’m feeling brave enough to ask strangers. Next week’s theme: Yellow.
Day 71 - Faded smile
Day 72 - Cheshire grin
Day 73 - Nighttime smile
Day 74 - Clay pout
Day 75 - Good boy
Day 76 - Sinister smile
Day 77 - Thistle two
