We aim to go beyond our client’s expectations but stay within their budget. We want them to be thrilled, but clients need to understand what the design process is and what it is not.
“This isn’t right, but I’ll know it when I see it.” I’ve received that “feedback” before and it shows a lack of understanding of what designers are hired to do. Also, you’ll notice that comment gives no direction or information to create the project. We make sure the client’s needs have been communicated before we begin.
Here’s how the design process works:
First we meet with the client to gather information on the project (let’s say a logo). We discuss the business, the audience, the competition, the marketing goal, the possible uses, creative concerns…etc. If the clients is really looking for a brown logo, they need to speak up.
We take that information and put together a creative brief that spells out the requirements.
After research, sketches, and revision, we present the designs. We present several options and evaluate based on the creative brief. In other words, if we’ve met the concerns and we’ve communicated, then the designs are all “right.”
If “I don’t know what I’m looking for,” is the position the client is coming from, they should be ready to accept what a designer comes up with. Designers are professionals in communicating visually, but we usually limit ourselves to presenting 3-5 comps. It’s not unlimited. It’s limited by the budget.
If a designer misses the mark and isn’t meeting the goal as initially expressed, that’s another story. Also, if the client has an unlimited budget to explore every option under the sun, I’m glad to do that as well…actually, I do not want to waste a client’s marketing budget on random ideas.
I don’t want a client to over-direct us and design the project for us, but they should have some idea what they need and what is acceptable. You can’t just expect it to appear out of nowhere.
