Every image below is attractive. None of them can be delivered to a client. Attractiveness is not the bar — the bar is whether you can defend the frame in a room with the brand.
Five ways a frame fails
The last one is the most common and the least discussed. If you cannot state the job a frame performs, it is decoration, and decoration gets cut in the first review.
Four materials that give it away
Material behaviour is where the eye catches AI before the brain does. Left column fails, right column holds.
Pretty is not campaign-grade. Campaign-grade means you can defend every frame.
