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Keeping Your Client From Making The Wrong Design Choices

Posted on 17. Feb, 2010 by bmackler in Inspiration, Resources

Dealing with a clients wishes and helping them come to  a well thought out and feasible decision for their project is part of the job description of every freelance designer.  Whether its for a website, print project or a logo, this is one of the many hats a designer frequently wears.  While it is important to remember that clients know their customers and audience best and   you should therefore always coordinate with them to design for the target audience, many times they can be dead set on including things in their project that would be a disaster if executed and only you can keep them on the right path.

Certain clients may be so determined to have their ideas implemented that they completely overlook your concerns and recommendations.  They are certain that the ideas will make this the best project ever.  You are certain it will be a disaster.

The ultimate question is, when the client is unwilling to reconsider and think in a different direction, is the customer always right? When do you say something and when should you keep your mouth shut?

Keeping Your Client From Making the Wrong Choice

Creative Misdirection

Anything from flash intro pages that that take forever to load, bad (or horrendous) color choices, overcrowded navigation, obnoxious music streaming in the background, and image/layout concepts that just don’t make any creative or practical sense can be extremely frustrating for a designer.  Sometimes, regardless of the clients background, you just know that what the client is asking for is a bad idea.  You need to keep them from making that wrong choice, because it is bad for the project and bad for your reputation.   Regardless of who is giving them the information you need to explain to them your concerns and potential alternatives.  It could be their wife/husband giving them behind the scenes artistic direction or it could be from an article they recently read listing all the current trends, you still need to be ready to go that extra mile to convince them otherwise.

Keeping Your Client From Making the Wrong Choice

Start Off On The Right Foot

At the beginning of the project, when formulating your initial ideas, it is always best to listen carefully to the needs and requirements of the clients.  Always ask what it is that they like and dislike, what examples can they provide of other work that fits their style and what colors they lean towards. Another very important question is who is the target audience and what are they looking for in your site?

At this point, before work has started you can comment on their feedback and tell them what you think will and will not work based upon your experience in the field.  They are usually more likely to listen if you provide examples, reasons, data and trends to back up your critique.

The best and most stable long term client-designer relations are built on trust, honesty and comfort, not “wow that is the most amazing design”

Keeping Your Client From Making the Wrong Choice

Don’t Be Afraid To Enhance Your Credibility

Position yourself as the solver of their problems.   Make it clear, by the way you carry yourself in discussions, the way you speak about the goals for the project, and various unique ideas you provide, that you are the expert and that they hired you for that job.  They will be more willing to take your suggestions and disregard theirs if they have that faith in you.  Back up your answers with time tested experience and resources to demonstrate what works. Your professionalism will go a very long way.

If you have done work for similar clients, now is the time to show them how well it worked out.  Even if they know something about design, they hired you for a reason…since they aren’t doing it themselves.

Keeping Your Client From Making the Wrong Choice

When the Client is Determined Regardless of Your Valid Points

1.  Make it clear to the client that you have their best interests at heart, you want their project to succeed as much as they do and they should trust your direction based upon your experience.

2.  Frame it to them a different way – “if this was my project I would do this….”  Clients love to hear that personalization.  It resonates with them and makes them feel that you are interested in their success.

3. Speak to the client in the language they understand not in “industry/web talk”  This is a major problem that many designers have,  their clients do not know what they are talking about.  Do not speak to them like you would speak to an friend or associate in the field.  Don’t think you will impress them with the latest buzz words and techie jargon.  This is also a good step to avoid conflict from the start, but its not too late even at this stage.

4. Instead of telling the client that you do not think their idea will work because of some overly technical reason, ask them how they think this will benefit their message and how it will increase their visibility.  These questions mean alot more to them than “why are you doing this?” or “why do you think this is a good idea”.

If their goal is increased referrals or sales or just simply traffic, inquire to how their design changes will help achieve that ultimate goal.  By doing this, it shows that you are taking interest in their complete well being and not just the quick completion of the project so you can be paid.  You are worth listening to.

5.  If you are certain that they are making a wrong choice and they are determined to have it their way, give them both design options.  If you are charging by the hour, give them this for free and prepare both directions.  Once they see both ideas they will probably change their tune, and if they don’t?  well you did your job.

Keeping Your Client From Making the Wrong Choice

And What If You Still Come Up Short?

There are those times that despite your attempts to tactfully convince your client that they are making the wrong choice they still want what they want.  When this happens you are left with two options.

1.  Graciously admit defeat. Tell the client that you understand their wishes and will happily implement their ideas and thank them for hearing you out, regardless of their final decision.  From beginning to end it should be done with the utmost professionalism.  You should not attempt to have the last word or tell them it wont succeed.  You had your time to make your case.  Now its over.  When all is said and done you must remember that at the end of the day it’s their decision to make, only they have to be happy with it. You are providing a service.  If that service is to do what the client says, then so be it.  You will gain more respect by knowing your role. Worst comes to worst just don’t put it in your portfolio

2.  If that is too bitter of a pill to swallow then you can quit the project after telling the client that they are making a horrible choice and you can not be part of it.  This may save your “dignity” but it won’t pay your bills.

There are definitely times to fire a client, but is this one of them?  Personally, I don’t think so. At the end of the day in the world of a creative decision, the client is always right.

How have you dealt with clients that you knew were wrong?

Tags: Inspiration, Resources