Two must-ask questions when critiquing creative

I didn’t expect to learn a lesson in art appreciation while attending the Digital Branding Analytics Miami 2019 Conference (#DBAMiami), and I don’t think Michael Kappitt realized he gave one. But he did. During his presentation, the President of Carrabba’s Italian Grill and FIU alum stated there are two things you should ask yourself when looking at creative: what does it say and how does it make me feel? While he was referring to the advertisements that are produced for the purposes of marketing, I immediately thought back to my fine arts background. As an undergrad, I sat through a plethora of studio art, art history, and art appreciation classes, yet I never heard anyone sum up how to critique a creative work as succinctly as Mr. Kappitt.

“What does it say?” and “How does it make me feel?”  These two simple questions suffice to unpack the meaning behind a painting or a billboard. For both the artist and the marketer, a favorable response can result in a sale. These questions can also tell them they need to go back to the drawing board and retool their work. In either case, I am a better artist and a better marketing leader for having learned this straightforward yet effective method for analyzing creative work.

Until next time,

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