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In the business world, creative design is a delicate process. Business Owners, by nature, are leaders and negotiators. Designers are a creative, passionate sort, so some considerations should be taken to forge a great working relationship.
Sometimes an idea is better in theory than the resulting outcome, other times a project takes on a life of its own and seems to design itself. In either case, there is always a solution to any challenges met along the way.
In the early phase, communication is key (as cliche as that sounds). Good design provides a solution to a need and client interaction helps them know that need. The best way to get what you want is to ask for it. A common challenge in this industry is when the client says, “Do whatever you like, you’re the expert.” This often gives me pause because I know that, for better or for worse, we all have an idea in our heads of what we’re expecting to see. All of us have an imagination and tons of exposure to similar items that form into a conceptual image of what we’re anticipating, it’s just part of human nature. And so, the design process must be a conversation. Misunderstandings are inevitable when clients and designers don’t speak each other’s language. How do we better work together when it comes to developing a design?
First and foremost, it is essential that all parties approach the project with a sense of respect for each others’ expertise. The business owner knows his business. He knows what works for his customers and what doesn’t. He knows the mistakes he’s already made, the history, and the direction he wishes to drive his business down the road. And even if he doesn’t know exactly what he wants for the particular ad or promotion in question; he probably has a definite idea what he doesn’t want.
• Should’s for the Business Owner: Share your knowledge, vision and direction; even share your personal taste with the awareness that it may be tempered to conform with current marketing standards. Share not only your likes but also your hates! Some business owners think sexy models can sell anything while others think there’s no place for sex in their marketing. Some can’t do without a flashy, bright headline; while others prefer to whisper their message. Finally, be familiar with the designer’s portfolio and pricing before making the decision. Spend some time on their website, get to know what they’re capable of. Have clear expectations about the final product and make sure those expectations are properly communicated.
• Should’s for the Designer: Bring your listening skills, attention-to-detail and unassuming intuition to the initial creative conversation; and leave any excessive ego behind. You have one goal in mind – to please the client and provide them with an end product that will get results. Do your homework beforehand, spend some time on their site, understand their product/service, and try to detect any weaknesses that you can help with. Have an understanding of the brand’s concept and requirements. Provide proofs and embrace edits! As designers we make every effort to create the perfect piece the first time around, but in this case, perfection is in the eye of the beholder and edits are stepping stones toward that end.
• Both Parties Should: Be Objective. Don’t rely on personal preference; Look at each aspect of the piece such as: correct message, balance, texture, shape, orientation, size, symmetry, and appropriateness for the audience. Ask others what they think of the ad, if they instantly understand the intended purpose of it, if they are intrigued by it, etc.
Communicate! Remember that a little understanding goes a long way. Ask for what you want, and you just might get it!
And finally, Don't give up! In a professional setting, a win-win is always achievable.
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