Your Client's Bad Taste |
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By: Robert Augustin Posted: 2008-01-22 02:10:21 |
| In design, half of the job is selling your work to your client. If you follow classic job procedures - acquire, design, sell -, you will have already noticed that it takes far more sweat to sell your design to the client than to acquire her in the first place. Why is that, and what can you do about it? More...Design transports image, emotions, and value, thus selling a product. It is most important for the success or failure of a venture, and your client will most likely know about this fact, as she hired you in the first place. So what induces our paradox?ControlIt all comes down to control. Delegating a task is always a loss of control over the task. In return, the person "on top" gains control over the person "at work". The reasons for the former to delegate a task can vary (lack of time, skill, and/or will), but the effect remains: the trade of one type of control for another.So, you can say that your client is only trying to compensate her loss of control by setting parameters and limits to your work. By doing this, she unintentionally diminishes her own asset, because you can't act to your full potential.A possible course of events* First, she (the client) gives you (the professional) the authority to create a design. This happens as a direct result of your acquisition phase.* You and your client now set parameters for your design. She utters wishes and requests, and makes a whole lot of requests like "I want it to look exactly like this other website", or "Can you use this font, Comic Sans", or "I want a rainbow color gradient background". You may have heard one or two of these stimuli every now and then.* Nevertheless, you manage to refute most of your client's bad taste by prattling about your empirical knowledge and your famous practical experience. You start to design.* Sooner or later, you present your work to the client. This is usually a range of different avenues, and she has to decide which one to take. Of course, you have your favorite. You really want it to be the chosen one.* Your client says, "Well, ok, I like these, but what about changing the font here? This looks like nothing I've seen before. And where's the rainbow background?" and more (read this related article on ideasonideas.com). This is the paradox: The clients takes the authority she gave you away and claims to know everything better. Let's consensually call this the "I need a drink"-moment, shall we?The "I need a drink"-momentWhat happened? Your client degraded you. From a designer to a walking crayon. That's not nice at all. Why did it happen? Because your client runs a company. She's the boss - used to making decisions and having it her way. She delegates tasks all the time and her employees do as she says, because they get paid to do just that. Isn't that understandable?This is exactly what distinguishes design from most other tasks. It's the mass variety of possibilities. Design isn't simply about following some guidelines. There is not only one way to do "it". There isn't such a thing as the only right design, or the ultimate final design. That doesn't exist because the variables are open. Of course there are parameters, such as not using Comic Sans (yeah), and the "rules" of color harmony, eyepath, align, and so on. But virtually, there are almost no limits to design.Glory is nothing, hard work isCreativity is nothing without the skill of funneling it into a product. Creativity, as glorified as it may be, is merely a tool. A very important one, I agree, but nothing without attending elements like knowledge, education and practice.So you need a drink? Give it to your client instead! Metaphorically speaking, grab a big glass and fill it up with the strongest stuff you've got. Give it to your client, understanding that she is merely doing what she's used to do. It's her business, after all, and she wants it done right. So her objective is the same as yours. You and your client both have the same intentions. You just have to prove that to her.Talk, talk, talkShe is a pro in her field. Give her that. That's why she hired you - because she knew that it was the best thing to do. You have a reputation, you are experienced; you are a pro in your field. Unclose this to your client by discussing her suggestions (demands) on an impartial level. Take her thoughts seriously; respect her point of view, but don't be afraid to point out its faultiness in an understanding and fostering way.Reveal to repealIf you manage to talk your client though the issues in question, and prove your expertise by revealing the grounds you based your design path on - in a calm and professional manner, without disrespecting her needs -, you will manage to repeal her doubts about you and your abilities. She will increasingly respect your judgement and come to find that when it comes to design, you are a reliable and resourceful asset to bet on.Behave professionally. You will always come across clients who claim to know things better than you do. Remember, it's about control, and it doesn't feel good to be out of control. You have to trust someone first in order to tolerate that!That's why selling your work to the client is half of the job. That's also why you shouldn't give up on her just because you think she has bad taste: once you've earned your client's trust, she will most likely return to you with new jobs. Only this time, the selling part will be a lot easier.Robert Augustin is a creative copywriter and marketing professional based in Stuttgart, South Germany. He is the founder of Effex Medien, a business consultancy and advertising agency specialized in innovative and creative marketing for small and medium-sized enterprises. In his free time, Robert is devoted to design - and blogs on nubloo.com. |
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