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I’m not really into “top 10” lists of anything, really. But this one quote caught my eye:

“I think we’re in an age of user feedback that drives well-optimised but increasingly generic executions,” argues Simon Gater, creative director and co-owner at Mad River. “The quality feedback we get from users makes it much easier to get a solid understanding of whether your work is ‘fit for purpose’ quickly, and ensures we achieve client goals at a statistical level. But as more and more people get similar feedback, we’re at risk of being filtered down the same design trend or path of execution. Because of this, we now need to work harder for that point of differentiation while maintaining the optimum user experience.”

Source: creativebloq.com

I think market research and “feedback” are essential tools that make sure that you’re not making an obvious mistake in understanding your markets. But when stats start dictating which font to use, I begin to have a problem. 

Statistical analysis has, I think, grown out of all proportion and is anathema to creativity. This reliance on numbers can produce some very boring endeavours. Why? Because context is lost when you start staring down the rabbit hole that is Google Analytics. This is glaringly apparent when people start relying on social media to either influence or straight-up decide for them what strategy to take. The users of Twitter who take the time to write a scathing review of your product really is not representative of your consumer base at all. Just look at the demographics that social media companies provide: 

Source: SproutSocial

Mob Rule

It’s important to remember that these are percentages of percentages which are created by the social media companies themselves. And -if we continue to rely on statistics, every page would either look like a fascistic Apple white space or a chaotic, laissez-faire Amazon. Statistics don’t take into account creativity, failure, accidental, surprise brilliance or the power of a deadline. It also obviates experimentation for no reason other than to do it.