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It's not pretentious, it's just what happens with a big budget rebrand. I don't know if I can explain my take on all this that well, but I'll try: You can either do something at one level, playing off gut-feel/fairly safe assumptions and get it 80% right, or spend 10 times as much, do research and maybe get it 95% right. That said, in an argument, designers will talk about all those lovely theoretical things they were trained to do. Then, most of them will just sit down and muck around with fonts, shapes, etc until they have something that fits the bill. Same is often true with web design (my gig). You can use your experience, gut, etc to create a $10k site, or you could spend $100k to get something not miles dissimilar but involving actual usability testing (instead of gut feel decisions), buckets of documentation, etc. You could spend $100k on a single page microsite if you wanted to take everything to the extreme with endless focus groups, eye-tracking tests, etc. Or you could just put the branding in the top left, use buttons that look like buttons, remember what worked from last time you did some A/B tests, make the text legible, etc. It's a funny game. Most of the time I estimate/quote by rolling dice rather than spending hours trying to guess the budget of a client or the level of polish they want to pay for with a site. |