Brief coming in, you had a look. They want something elegant, something that looks expensive. They want it to be black and gold. You think, yeah man, that sounds clear. EASY.
You then deliver the design. The client changed their mind, they don’t want black and gold anymore. They want silver or something else. You come back and do another design. And repeat. You made a dozen revisions yet the client still isn’t satisfied. You end up extremely frustrated and starting to doubt your entire career and your client’s intelligence.
Why is that?
We have to keep in mind that it is very difficult to do a design that can achieve business goals based on what the client likes.
Before we even open our design software. We have to ask questions.
What kind of questions should you ask?
Let’s look at this example:
The client comes in, they say “I want a new logo”.
First, we have to understand what is their goal behind this request.
— “What do you want to accomplish with this new logo design?”
Maybe they say, “Because I think the old logo’s design is out of date, I want a cool logo”
That sounds really clear, right? We can just design a cool logo.
— “Why do you think you need a new, cool logo?”
And then, you keep diving into their business goal, current market, and target audience. There’s a chance you might end up with something else that they need. It could be that they need a better function website that could drive their sales. Or it could be that the cool logo they think they need should be something simple, memorable, or even a better brand name.
When you keep asking the right questions. The less likely many revisions are needed. Because you are both goal-oriented.
The reason being. When we ask questions that can help us and the client to define the goal, and diagnose the problem(s). We can narrow down the design exploration. Our dream is to make 0 revisions right? This is how we go about making it a reality.
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