How to get a B2B company to take chances on their image?

Study after study shows people respond best to things that evoke emotional responses:

But still most companies are very conservative. Its a blue shape with a stock image. It reminds me of this line from the movie Ocean’s Eleven

Don’t use seven words when four will do. Don’t shift your weight, look always at your mark but don’t stare, be specific but not memorable, be funny but don’t make him laugh. He’s got to like you then forget you the moment you’ve left his side.

How can we as designers convince corporate B2B clients to take more risks? To stand out instead of trying to look like “everyone else in the industry.”


As a solo designer versus an entire marketing department, you’re pretty much open prey, as any kind of argument will get twisted and turned internally. Somebody will always say its too this, or too that. Or they haven’t seen that before. What if they miss out on some sales? Eventually they’ll figure out its just too risky to go with a radical design. After all, their business may just be doing the same thing as their competition (in terms or actual business activity).

So unless the business is really radical in scope, or the owners very open minded, most likely the design will just end up looking like “everyone else in the industry”.

Consultancy type design studios will (sometimes) have a strategy-first approach, presenting clients with the benefits of this or that direction, getting the client warmed up for a calculated risk before actual designs are shown.

I guess one useful argument is to actually show how common a generic visual can be. Provide overwhelming examples of similar work done by other brands and the possibility of this being similar to all that other stuff. Make the “look like everyone else in the industry” sound like a drawback.

Another way is to be as radical as you expect the client to be: openly provide a discount on your service if they go crazy and do what nobody else does and approve that idea you’re having. If it’s just down to pricing and savings, some clients may just ‘fall’ for this approach and will at least hear you out before saying ‘no’.

Source : Link , Question Author : Ryan , Answer Author : Lucian

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