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During this episode of the Overflow Podcast, Cameron needed to respond to the article that was published on the Advertising Age web site titled “Is Creativity Relevant Online?”.
The author Marc Brownstein with that provocative title actually turns on the question itself and admits that most of the conceptual thinking, art direction and execution that he has seen has been lacking lately, and postulates that it might be due to a current emphasis on navigation and architecture skills.
Although the skills may be lacking in creatives he has encountered, it is most definitely still relevant. It is important to study and learn the basic concepts of what defines great creative, and then adapt those concepts to the medium in which they will be executed.
It is possible to believe that there was not a whole lot of late nights spent over the graphic presentation of sites such as Craigslist, Ebay or Google .. and the entire effort was placed on the user interface functionality. However, each of these sites are the market leaders in their space. Does this reflect the fact that creativity is no longer relevant?
On the contrary, it is our belief that there needs to be a re-definition of what it means to be creative, and that there is as much a level of creativity in lines of code as there is in a graphics standards manual defining proper use of fonts, colors and logo treatments.
The creative foundation needs to be established in order to build upon it with great UI, interactive elements, applications and other technologies which will raise the creative to another level.
So to address the article, let’s look to have the creative artists today learn the basics of the skill set so that they do not erode in this new environment, and then apply them to further areas of creativity such as coding and development. Future applications will continue to reflect relevant creative output.
