An easy part to look over during the creative process, but something that makes all the difference in the world during your pitches and presentations is naming your ideas. As creatives, whether you’re a freelancer, contractor, artist, or agency team member, it’s easy to get caught up in the actual creation of your art or product and spend less time preparing for pitching your ideas or presenting your work to your clients. It’s easy to fall into a ruinous routine of walking through your work and explaining your thought process.
For most creatives, one of the most nerve-wracking parts of your job is the dreaded first draft presentation or showing your initial ideas to your client. You’ve probably spent days working on your ideas, doing research, sketching pathways, and losing sleep over how to present this to your client. You’ve put in all the hard work, now all you have to do is convince your client that what you’re doing is going to work for them. Instead of falling into a boring numbered list:
- Idea #1
- Idea #2
- Idea #3
Or a sort of menu for your clients to pick from:
- Option 1
- Option 2
- Option 3
Come in with something real and relatable. Try to capture the guiding idea of your work into a short title that accurately embodies the feeling and emotions that you’re trying to convey with that particular design or pathway.
Imagine you are creating a new brand for a modern and urban clothing company, aiming to connect with a younger ideal customer. Instead of presenting a generic title like “Urban Youth Collection,” consider names that resonate more deeply with the lifestyle and aspirations of your target audience. For instance:
- Rebel Threads
- Streetwise Symphony
- Graffiti Glamour
All of which which bring different visuals into the mind of your audience or client to better understand what emotions you are trying to include in your ideation process.
The Power of Naming: A Psychological Perspective
Naming your ideas isn’t just a mere labeling exercise; it’s a powerful psychological tool. When you name an idea, you give it life and character. It becomes something tangible and significant in the minds of your clients. It’s no longer just a concept or a number on a list; it becomes a story, an identity. Psychologically, humans are wired to respond to stories and narratives. We connect more deeply with something that has a name because it feels personal and relatable. By naming your ideas, you’re not just selling a design or a concept; you’re selling a story that your client can be a part of.
Creating Emotional Connections Through Names
The art of naming your creative work should aim to establish an emotional connection. When your idea has a name, it’s easier for your client to remember and refer to it. It’s also easier for them to form an emotional attachment to it. For example, if you’re designing a logo for a new coffee shop that aims to provide a cozy, homely atmosphere, instead of presenting it as “Logo Design 1,” you could name it “Warm Welcome: A Homely Brew.” This immediately conveys a sense of warmth and comfort, aligning perfectly with the client’s vision for their coffee shop.
Strategic Naming for Clarity and Impact
Strategically naming your ideas also helps in providing clarity. A well-thought-out name can convey the essence of your idea at a glance. It’s about condensing your complex creative process into a few words that pack a punch. In the world of advertising, for example, campaign names often set the stage for the entire theme. “Freedom on Wheels” could be a campaign for a new bicycle model, instantly conveying the sense of liberation and adventure that the product promises.
Navigating the Challenges of Naming
While naming your ideas is powerful, it comes with its own set of challenges. The name needs to be original, memorable, and relevant. It should resonate with the client’s brand identity and values. It also needs to be sensitive and appropriate for the intended audience.
Naming your ideas is an art form in itself, one that can significantly enhance the impact of your creative work. It’s about finding that perfect balance between creativity and strategy, emotion and logic, uniqueness and relevance. So next time you prepare for a pitch or a presentation, spend a little extra time thinking about the names of your ideas. It could make all the difference in how your work is perceived and received.
