I hope Otis Maxwell is right as he proclaims The end of "edgy":
One of the side benefits of tough economic times is that fewer clients are asking for "edgy" work. Edgy we'll define as "different for the sake of different".... It's a special request of marketing managers who want to be able to show around their work and get the compliment, "ooh, that's edgy!"So what's the problem with edgy? Good creative grows from a solid understanding of product and audience and a calculated plan to put the two together, which may or may not produce something never seen before....
Let me second that.
Edgy almost never works in fundraising, because it's about itself, not donors. You don't want people saying, Look at that -- it's edgy! You want them to say, There's something I need to do something about!
Edgy is also clearly a form of communication between young people. The older audiences that make up almost all donor groups don't appreciate edgy.
Finally, edgy design is typically not very readable.
If you're asking for "edgy" because you're tired of the same-old stuff, you're making a mistake.
Good fundraising is often pretty bland. It doesn't call attention to itself, because it's too busy call attention to the cause and the donor's opportunity to make a difference.
