When we talked about the creative process, we started at the end discussing the importance of the presentation. In short, I emphasized the need to sell all the logic and reasoning that went into your creative process. By allowing your client to know how you arrived where you did, you help them fully understand the solution you are presenting. And, in so doing, you hopefully stand a better chance of them accepting your work.

A fine example of this can be seen via Khoi Vinh’s Subtraction. His latest post deals with the creation of title cards for an online exhibits of documentary photography. Let’s peek in, shall we:

…I had the idea that distorted letterforms on crumpled paper, photographed tightly and dramatically lit, would be an interesting visual metaphor for the content of both series of photos. So I typeset the title of each in Illustrator, printed them out on my laser printer, and photographed them quickly. Both were done inside of a few hours…

By giving us a glimpse into his process, Khoi allows us to buy into his solution. Without that, all we might see is crumpled paper. He also got a bonus –his solution for this one problem led to the outcome of another need.

* why the quotes around the word sell? Because in Utah, it seems, the general population is unable to hear the difference between the words “sell” and “sale.” They are, in fact, different words and have specific instances where they should and should not be used. When one sells one’s car, one should put up a sign that reads “For Sale” but more often than not it reads “For Sell.” By adding quotes, I wanted to emphasis that we were selling something and not putting an object on sale. Oh, and yes I’ve seen it written “sail” as well. Sigh.