I recently attended a get-together where a candidate for governor was speaking.  During his talk, the candidate contrasted his view of the current economic downturn with those of the current governor. “The governor sees the current economic dilemma as a toothache, while I see it as an opportunity,” he said. I although we should never ignore the hardships this recession has caused, I think he makes a good point. And what he said isn’t just true for government. It’s true for business too.


I know like other companies, we’ve had to look at all facets of our business and make the necessary adjustments  to stay competitive and meet the needs — and budgets — of our clients.  In fact, it’s a healthy thing for companies to do some self-analysis from time to time. But that’s not the main point I want to discuss here.


As designers, we never have looked at budget limitations as a toothache. It’s an opportunity to call upon our resources, be creative and find different ways of accomplishing a marketing challenge.


Interestingly enough, it often leads to a wonderfully simple and elegant solution. This solution has benefits beyond just meeting the budget. For a prospect  looking for an answer to a problem, the simple, elegant solution of the marketing materials links to and embodies the product itself. 


Apple does this amazingly well. Their advertising and marketing materials convey simplicity and sophistication — as do their products (which anyone who has used them can attest.


A tight budget can cause a lot of teeth-gnashing, or smiles. It depends on what you do with it.