WHEN TO BE CREATIVE OR NOT = A CASE STUDY OF CREDIT CARD COMPANIES` HOMEPAGES

다국어 초록 (Multilingual Abstract)

In the interactive agencies in the US, we have often observed in numerous projects that the clients ended up selecting rather practical and safe design options, despite their early enthusiasm about experimental design aspects. This conservatism was generally observed in other credit card companies, while innovative design elements were aggressively adopted in the banners and social media. Based on these observations, we examine the paradoxical combination of traditional and experimental design aspects found in the interactive advertisements of the financial service industry. We also discuss the trend and origin of the blend, so that future designers can better understand their clients in the financial service industry and provide realistic design solutions.