Through my experience designing, I’ve realized that there is a big difference between designing for yourself and designing for your client. It’s very difficult to set aside your personal taste for the taste of the client, especially for designers who are known for their “style.” Especially if this might be the very reason why the client contacted you in the first place.

So, how do we close the gap between personal design and client work? I have 5 tips to help you out on your next job.

Listen. Listen. Listen.

 

This may seem like a very simple idea, but it is by far the most important. I look at designing for my client like picking a car. I am not a very car-savvy person, so when I go to pick out a car, I am relying on the car salesman’s expertise to guide me to a car that I want. If I tell him that I want a small car with good gas milage in a neutral color, I would expect him to guide me toward the right choice.

A great car salesman will listen and show you options that fit your needs - and maybe a few bells and whistles like bluetooth connectivity. An okay salesman will show you vehicles that meet the bare minimum. A bad salesman will try and sell you a gas guzzling red truck, regardless of your list of requirements.

As the person purchasing a car, which salesman would you want to handle your purchase?

The same idea pertains to designing for your client. You are their hands. They are incapable of making their vision a reality, which is why they hired you. So...really listen to them. Take into consideration what they want, what they like, what they don’t like. Think about their brand and how your decisions represent it.  

Collaborative Communication

 

The best client relationships I’ve had have all been very collaborative. It’s a great idea for both clients and designers to have a “call me anytime” approach on a project. This will allow for open communication and knowing that neither of you are annoyed by the other.

Keep in mind that when a client gives you a project, it is typically their “baby.” They are very careful with who they let near that baby. Clients are usually very attached to their ideas and what they like, so creating a sense of collaboration will allow both the client and you to feel more open about the project.

All designs are living, breathing things; they constantly change and improve based on feedback. Both clients and designers need to be open-minded in order to create this sense of collaboration.

This goes for clients as well as designers. If one is set on what they want, and are not willing to change, that tension will carry over into the design.

A great way to establish a collaborative environment is by having your client there with you throughout the whole process. If either the client or designer has a feeling that their opinion doesn’t matter, then it will be a very long, difficult journey.

To help set the stage for collaboration, ask your client questions about why they like and don’t like certain things. Use that knowledge and apply it to your work. With every stroke you draw and every image you choose, ask yourself why is this important, and whether it speak to your client.  

When you are both walking through the design, be calm with each other and understand that both of you need to cooperate in order to maintain a nice, steady flow for your work.

 

Educate Your Client

 

There is a difference between being confident and cocky. Sometimes, when you have a client with bad taste (sorry clients), it’s hard to convince them to let go of certain things. However, as a designer, sometimes we get attached to bad ideas. Really, it goes both ways.

If a client has a bad idea, it’s the designers job to take that idea and simplify it; however, this only works if the client is also willing to compromise. People hate to be told that they are wrong, but most people do enjoy learning. If you run into a difficult client or designer, it’s best to approach the situation in a way that will educate both sides.

If you run into a difficult client or designer, it’s best to approach the situation in a way that will educate both sides.

For example, if you are working on a poster and the client wants a novel worth of information on it, the designer already knows that it won’t work. Instead of just telling the client “that’s way too much copy,” it’s a better idea to read through the content, pick key elements that will highlight why people should be interested in this poster, then go back to your client with this solution and ask for their opinion.

It’s important to keep in mind that clients are not always creative people. Sometimes, to prove your point as a designer, it’s a good idea to show them their idea, and then explain why it doesn’t work. Then show them your idea and why (and how) it solves those problems.

Create a Pace

 

Studies have shown that people enjoy routine; we like having a plan of action for every day. This sense of routine makes people feel at ease, because we know almost exactly what to expect on a daily basis. Creating a structured pace with your client will allow you to give a project this same sense of accountability and ease.

You can establish a pace in a few ways:

 

1. Bi-weekly phone calls to go over work and check in with one another are excellent for staying on the same page and addressing questions or comments as they arise. 
2. Weekly update emails are great for the weeks without a phone call because clients still get a sense of being in the loop.
3. Creative timelines enable you to give yourself a goal every week so that the client knows when to expect new material from you and how much.

Setting these up will create a pace between clients and designers so that no one gets into a panicked frenzy. Even though a designer can set up a system like this, it is very important for clients to provide feedback as well. Seeing as the project is collaborative, it takes both sides to keep the pace at a nice, steady level.

Creative Refill

Remember how I mentioned that you are the hands of your client? I know that sometimes, when all you do is client work, you can start to lose your creative edge (or at least feel that way). That’s because you begin to look at designing as just work and not as your passion. The saying “if you love what you do, you will never work a day in your life” is true - to an extent.

Whenever I feel that I am running out of ideas at work, it’s normally because I haven't made something for myself in a while. I begin to lose my creative spirit in client work and forget why I love design in the first place. I notice that my work begins to look a little repetitive...and maybe even stale.

Normally, when I get bogged down like that, I will go home and sketch, or make an illustration about anything I want - like my kitty cat. It’s good to have projects for you, where you have absolute creative freedom to make something just because you love to do it. Taking the time to do this will reignite that creative fire.

Also, go to community events, or listen to podcasts. Being surrounded by creative people always reenergizes me and sparks that desire to create.

Conclusion

1. Listen. Listen. Listen
2. Collaborative Communication
3. Educate Your Client
4. Create a Pace
5. Creative Refill

I hope that these 5 tips will help you establish open, collaborative, relationships with your client and vice versa, that allow both of you to walk away from the experience with nothing but happiness and confidence (and referrals). Happy Collaborating!