Evaluating success

The success of designs in the area of information and communication rely on a clear understanding by the designer of the client's and users' needs. Visual effects design is often evaluated in terms of aesthetic, socio-cultural and functional aspects of design.

Evaluating the success of a motion graphic for example can be difficult ? it depends on who you ask as to how successful it is. It relies on a very personal reaction. Some people may like it and others may not. For Toby the best result is if his client is happy with the work, and he likes it too.

"From a designer's point of view you have just got to be happy with it. Obviously you should start with designing an idea that you know you'll be happy with. Try not to please the client all the time. You should listen to the brief but that doesn't mean you have to do what they say. Your first response is usually your best one. Just do something that you think is more fun, more interesting. In the long term you're the one doing the job so if you're doing something you hate there's no point.

One of the key things is do something you haven't seen before, do something which the client hasn't seen before. Do something you're happy with. Anything else that happens outside of that doesn't matter, it will be a success to you. As long as it's something you visually think ?it looks cool' it doesn't matter, it's a success. "

"The last emails from the CEO: he was just really happy and said it has lifted the channel a lot. It has given it a whole new identity. The big word he kept using was premium ? he wanted it to look expensive and premium and he felt that's what it did. It's always good to have a happy client."