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Cool or functional?

Are you actually generating results or just burning time and money? And if you think you’re getting results, how do you know for sure?

There’s certainly nothing cheap about producing a two-and-a-half-minute, 3D-animated, augmented-reality-based, explainer video experience, filmed on four continents, starring America’s sweetheart, Tom Hanks, with a score by Hans Zimmer.

So, before you spend one dollar, euro or yuan, it’s a good idea to determine exactly what would constitute a success.

Want to increase brand awareness? By how much and with whom? Need eyeballs, impressions, views or clicks? How many and how fast? Or are you actually looking to make sales? If so, then how much money flowing in will justify the amount you plan to spend?

You wouldn’t add workers unless you knew how much productivity would increase. Why remodel your showroom unless you’re expecting an increase in foot traffic? Cause and effect. Return on investment. Design should be no different.

And really, if it can’t be measured, then it most likely can’t be targeted. So, what the hell are you aiming at?