Say no to monotony

“Wearisome uniformity, constancy, routine.” “Lack of variety.” “Repetitiveness.”

However you want to define it, there isn’t much stimulating or attractive about monotony. Yet it can creep into our personal life, work life – even marketing promotions – so easily. There can be a sense of comfort, convenience and security in doing things how we’ve done them before.

One of the many recent projects requested from Bright Light’s inhouse writer was a feature article about exercising the human mind. In researching the piece, Amanda was fascinated to discover that even shopping at a different grocery store or driving a different way to work can be great for our brains. Stimulation and thinking outside the box can be seriously good for us.

I believe we all need to fight against the temptation – the ‘convenience’ – of settling for what we’re used to. At Bright Light Design, we often stir each other up to take a new approach to a common challenge.

For example, we’ve produced one particular client’s annual report for around 7 years – and we’ve just won the tender again for 2008. Now we could think ‘oh, we’ve done this before, we know how it’s done’. But we consciously choose to say: ‘How can we see and do this differently? How can we produce this in a truly fresh and compelling way?’

I’m proud to say every year this client says how amazed they are that we’ve come up with something different. Each year they say that year’s is the best annual report they’ve ever had.