Paul Tapping

Designer Insider

Here’s what Paul had to say in January… “The importance of a creative rationale: if done correctly it will help the subjective become the objective.” We’ve all come up against the problem of design being subjective, tastes vary from person to person and can be a stumbling block to the creative.

A solid rationale helps underpin the finished product and can help render the comment “I don’t like the creative” non viable without further explanation.

Beware though, unless the rationale has answered every part of the brief, the comment still stands and it’s back down to a subjective view.

Paul Tapping, Senior Creative, father of lazy teenagers, sports fanatic and first person shooter expert (well, in my mind).

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