The Marginally Accurate Glossary of Vague Creative Direction

Creative Directors often give advice that is both incredibly insightful and completely nebulous.

After a few years of both getting and giving wooly direction, I thought we could all start on a glossary of amorphous terms and what they probably mean.

“Have fun with it”

The basic insight and premise are good but the execution doesn’t feel rewarding/entertaining/enjoyable enough to capture much interest.

“Keep Going”

The basic insight, premise or execution seem under-developed or too obvious. This vague direction is about looking for alternate (meaning new) ways of thinking about and presenting the problem and/or the solution.

“Meh”

This idea is probably isn’t worth exploring further, and maybe not even spending much time discussing. Let’s move on.

“I don’t love it”

Some part of the execution or premise is off-putting, wrong-footed, or fails to meet the brief.

“I don’t hate it”

I like it, let me think about how we can move this through the gauntlet of approvals while keeping most of the fun stuff still intact.

“It feels familiar”

I just saw this idea/execution/line/design at an awards show 3 years ago.

Or, this reminds me of something my ex-partner and I did, and since we’re not speaking to each other, I can’t do anything even remotely similar, even though it was your idea.

“Needs to turn the corner”

Get to the RTB or CTA faster.

“Too straight/right up the middle”

A solution that is just a straightforward explanation of the product and what it does.

“A lucky-strike extra”

Describing a magnificently great idea that is off brief but would be hugely successful, and will probably never get made but is too good to just leave on the table.

“Don’t fuck it up.”

I’m trusting you to not fuck this up.

“Tasty”

I like it a lot and I think other people will too.

“Make it sticky”

Some line, phrase or title that sums up the idea like a trend, making it easy and inviting to remember for the client, award show judges and consumer (maybe).

“I’m a little underwhelmed.”

I’m not seeing the effort that will make the most of this opportunity - can refer to the volume of ideas or their impact.

“Make it look more premium”

Use darker. Shades of browns and reds with serif fonts, metallic gradients, filigree elements, leather/polished wood textures and photography with a chiaroscuro use of light and shadows. Basically, if an expensive cognac brand made a luxury car out of an Italian leather shoe.

“Make it look more modern/clean”

Clean white backgrounds, sanserif fonts, minimal shadows on product, memorable lifestyle photography with interesting humans, like Apple, or Google or Samsung or anyone else obsessed with “simple” or “clean” messaging.

“Make it look more iconic/hipper”

Wes Anderson style color pallets, chunky and flow-y fonts, tinted amateurish photos, flat graphic/playful elements.

“Let’s back-pocket this”

I like this but

A) we already have enough ideas and this one isn’t as developed as others.

Or B) I know you have a lot of heart for this idea and it is really good, but other people in the organization hate is a seething gangrenous hate.

Or C) I can’t sell this to the client right now because our current relationship is too new/guarded/ tenuous /mismanaged/ acrimonious.

“Genius”

I wish I had thought of it. Fuck you for being more talented than me.