When Imperfect Is Perfect

By Patricia Belyea / Guest Columnist
Marketing / January 2007

Wabe sabe is an aesthetic concept that inspires awe in Japan. It is based on an ancient belief that everything is imperfect and temporary.

The philosophy of wabe sabe is associated with Zen Buddhism, an approach that respects mystery and elusiveness. Wabe sabe recognizes that cracking clay, corroding metal and decaying natural materials are real and sublime. Instead of creating objects or spaces that are flawless and enduring, wabe sabe designs are simple, earthy and irregular.

In the world of marketing, attributes of wabe sabe can have tremendous power. Graphic elements that are rustic and imperfect, used sparingly, can contribute greatly to the accessibility of a company’s brand.

Starbucks sells its wares in 12,440 stores worldwide. There are three outlets within walking distance of my vacation home in Kyoto alone. It is amazing that such a monolithic retailer continues to relate to its customers.

At the Icograda conference this July, Starbucks’ Global Creative Director Stanley Hainsworth discussed using non-digital artwork for marketing campaigns. He explained that looking overly polished would undermine the Starbucks brand, so specially crafted elements are used to give it a genuine feel.

Hand lettering and custom illustrations allow Starbucks to promote its products with an authentic voice. Hainsworth’s in-house design team uses a checklist of brand attributes to ensure each promotion is on target. According to the list, every piece should be handcrafted, artistic, sophisticated and human. The resulting campaigns are welcoming and warm—an ideal match to the company’s friendly people and comfortable spaces.

At Belyea, we often use hand-made elements to breathe life into our clients’ communications. For a community bank’s advertising, we used hand-lettered headlines. We created a signature pencil drawing for a Fortune 20 corporation’s internal campaign. For the direct mail campaign of a professional photographer, we commissioned Nancy Stentz to design a calligraphic logo.

As the year was drawing to a close, the creative team at Belyea was working on an imaginative concept for our 2007 calendar. In the first rendition, a series of glossy, computer-drawn characters were produced. The characters were delightful, but too immaculate to be endearing. In the end, four Sculpey clay animals were shaped by hand and photographed for the layout. Their crude forms and lively stances easily conjure smiles—an excellent response for our end-of-the-year mailing.

Talking about wabe sabe and marketing at the same time may insult traditional Japanese sensibilities, but its appeal cannot be denied. Applying this ancient truth in the commercial world is compelling: small doses of organic elements add richness and allure to marketing programs. Perfect.

Patricia Belyea is founding principal and Strategic Director of Belyea, a graphic design firm specializing in branding and marketing programs. She can be reached at patricia@belyea.com or 206-682-4895.