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4 Types of Client

Four options for working with a graphic designer.

What clients should consider before they commission a design project.

As a design studio that has been in business for nearly 20 years, we have experienced a wide range of different clients and projects. Some relationships have been truly successful, with our client ending up with just the right design solution for the message they want to communicate and we’ve ended up beaming with pride at the outcome and with pieces that go straight to our folio.

Other times, things don’t work out as well. Often this is related to communication issues and a lack of clarity about expectations. We try to learn from these not-so-successful projects and try to improve our processes and documentation and educate clients about our role, our skills, possibilities, etc. But, still projects don’t always go to plan.

So, when we came across an article by Seth Godin about the four types of clients, we thought it was really worth passing on.

Working with a designer (four paths)

“Most of us want to look good online, need a website, maybe even a logo. More and more individuals and organisations are discovering that they need to hire a professional.”

But, before you spend any time or money with a designer, Seth says you need to do your homework. Know what it is you are trying to achieve, decide on how you want to work and find a designer you feel comfortable you can work with. “This difficult internal conversation will save you endless frustration and heartache later.”

“Here are four postures to consider in working with a good (or great) designer:

I know what I want. Bring your vision. Bring in your folder of typefaces, images, copy. Be very, very specific. The more you paste it up and sketch it out, the more likely you’ll get exactly what you were hoping for.

I’m not sure exactly, but I know what it rhymes with. Put together a scrapbook. Find examples from other industries. Do you want your website to look like one from Apple or a direct marketing diet book site? Don’t tell the designer what to do, but be really clear what you want to remind people of. Originality isn’t the primary goal of design, effectiveness is.

I’m not a designer, but I understand state change. Do you want this work to increase trust? Desire? Confidence? Urgency? Who’s it for? What’s it for? If you can be really clear about what the work is for, then hire someone you trust and give them the freedom to find a way to cause that change to happen.

I’ll know it when I see it. Please don’t do this unless you have a lot of money and a lot of time (and a very patient designer). This demand for telepathy is for amateurs.”

By Tangelo Creative on February 9, 2018 

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