When you are building a new product, logo, campaign, or anything new, you are building it for the target audience, not for yourself or an expert jury.
Who cares if you and your colleagues think it’s great, but 70% of your targeted audience hates it?
A lot of people fall in love with their ideas and products so much that they are oblivious to the feedback, and then they fight everyone else and try to prove how they are wrong and what the story is behind it.
Also if someone doesn’t get your story, it doesn’t make them stupid.
Your target audience often doesn’t have time to understand what the story behind your product, logo, or campaign is.
It’s all about how it makes them feel, what’s the emotion you are getting out of them.
Yes it is subjective and sometimes not rational as well, but it’s the only thing that matters: what your target audience thinks. That’s the reason it is crucial to do market research for anything you build.
Everything else is noise, even the expert jury. 🚶🏼