The challenge for a designer who has the client's best interest at heart is to show, demonstrate, or explain what the company offers in the most convincing and efficient way possible. Looking cool is cool, but the important thing is to get the point across, which is not necessarily easy to do.
At left is a design I created for a free-standing banner stand 36" wide by 83" high, the purpose of which is to introduce a software product.
Individuals who have the brain power to build unique, innovative engineering or software, are typically not good at explaining it to the layman. Or, to put it another way, the layman is not good at understanding. I have to admit that it took me a long time to understand what my customer was talking about. It is not security software. It is software that helps you evaluate the effectiveness of your cyber security measures. Why is this important? Large companies and government agencies spend millions on cyber security, and they typically have very limited ways to evaluate the relative effectiveness of each component of their strategy.
My challenge here was three-fold; first to understand what the heck my customer was talking about and second, to find a way to somehow make a visual for it. In this instance I combined two stock photos, one symbolizing the complex pathways of ones and zeros in a computer's CPU, and the other symbolizing strong protection.
One quick headline and three bullets describe the product. Three is a magic number in communication. Four bullet points are significantly less powerful.
In the end, it was the customer who really came up with the wording. The designer's job is to help put it together.