A fascinating answer to a question raised by our own Jonathan Macdonald.
I love his comment that 'If something looks too good, people won't touch it" ... messiness (or at least a partially unfinished narrative) encourages interaction, whereas beautifully art directed perfection "leaves no space for me". Something for clients to think about next time they are asked to sign off the multi million pound production budget.
Absolutely agree with the idea that perfection can induce a more passive response. In relation to artworks, many people prefer the looser, 'unfinished' aspect of drawing over some painting that perhaps allows a freer interpretation and easier appreciation. Marketing communications, when viewed online, by virtue of a more intimate close quarters viewing can offer interaction and invite a more individual response. Also helping prove this point are the current spate of TV ads whose online 'viral-style' glimpses of a spoof reality are all the more jarring because we expect perfection and a believable (ir)reality from our passive TV ad experiences.
interesting. the first such interactive environment that pops into my head is craigslist. even the logo is 'messy'.
the most trustworthy interactive environments are genuine online communities - and communities are inherently messy places.
it could be argued the reason why 4chan is such a meme factory is because of its inherent messiness and lack of perfection (anything goes).
Rory Sutherland
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