Get a reaction

If you mouse over the graphic below you will see moving the letter C three places to the right makes the word reactivity. In the design and advertising world, this simple anagram is a useful reminder that your goals are to create visual messages that inform, influence, persuade and ultimately provoke a reaction. Audience reaction is a subject which often gets overlooked in a creative brief and is sometimes confused with trying to define who your target audience actually is, which of course is a different question.



It goes without saying that everyone is looking for a favourable reaction to their creative project, which might include building brand awareness, increasing sales or generating page impressions and so on. Even ambivalence can be a good outcome particularly when launching a brand identity scheme. Who will ever forget the negative reactivity generated when the London 2012 Olympic Games logo was launched nine years ago in 2007. While it was a near impossibility to introduce something so high profile under the radar, with hindsight it’s highly likely the organisers would have settled for a more benign reaction to the logo at the time. So be careful what you wish for.

So you found us!
We think it’s a sign…

As we see it, the fact that you stumbled on this column means one of two things.

Either you’re a curious and discerning soul who spotted the little arrow. Or you’re here because someone else tipped you off — and so you probably know someone who knows us.

Either way, we see it as a good sign and want to give you a little ‘something’ right now.

We invite you to:

Have a peek at this great article that inspired a recent blog. (And see 15 clever logos with genius hidden meanings.)

Take a look at this ‘briefing prompt list’ — so you can hit the ground running with your chosen creative agency *

* Send us this briefing prompt list back to us completed and we’ll come back to you with a free ‘taster’ call.