Creating impactful content is a balancing act. On one hand, you've got a message that needs to be conveyed clearly. On the other, you want visuals that draw people in. But striking the balance between the two can be difficult. Sometimes, a piece that looks visually impressive doesn’t quite deliver the intended message and can sometimes even distract from it.

Where I often see a disconnect is when the design team and the subject matter experts aren't fully in sync. It’s not uncommon for a designer to be given a simple brief, then go away, do their best design work, and hand it back over, only for the client to feel it doesn’t capture the essence of what they’re trying to convey.

The key to resolving this? Collaboration from the start. Rather than solely relying on a brief, have a real conversation about what the design needs to achieve. Often a quick chat to get onto the same wavelength and align on objectives is enough. Sometimes it needs a more in-depth discussion in which the designer can ask questions, sketch out some ideas and get immediate feedback.

In past projects, this collaborative approach has consistently led to better results and more positive feedback. When I’m involved early on and I’m working directly with those who understand the subject matter, the content we produce not only looks good but also resonates better with its intended audience.

So, the next time you begin working on a project, consider this: whether you're the creative or the subject matter expert, working together from the start can boost your content from good to great. It's not just best practice; it's a game-changer.