As designers, we can often get caught up in the specifics of the aesthetic. Is there enough contrast? How’s the balance? Clean typography? And so on. Of course, there needs to be the balance of form vs. function, but I know I am more acutely aware of the design of a print piece/website and how it affects me than some people are. Where this (over?)appreciation for design can get us in trouble is when we’re dealing with clients.
Clients aren’t designers. We know this – hell, clients thinking they’re designers is a common designer pet peeve – but in order to make our clients happy, we truly need to comprehend this. We need to understand what our design clients care about, and most of the time the specific details of great design are trumped by basic client needs – ie. does a design print well? Does a website work in all browsers?
If a designer truly understands what clients care about, he/she will have an easier time selling their services to them. Clients don’t want to hear you ramble about how you chose this gothic-style typeface because of its strength, aggressiveness and perfect kerning as much as they want to hear that the print piece you’re making for them will meet their goals and print perfectly, minus any headaches with the printer.
So, with all that said, what do your design clients care about? Hit the jump to find out. Read the whole article >