The benefit of ignorance in graphic design

Over the past year, we have worked with many different businesses. The sectors we have been involved with have included contemporary fireplaces, young classical musicians, global electricity, Brighton buses, women’s golf, education testing, musical charities, art, legal, music events, printing, nursing and fashion.

With the exception of printing, they all share one thing. We don’t know much about the business.

We often get asked in new business meetings, “so how may (insert sector here) websites have you designed?”

The response has often been the same. None.

But with that brings inquisitiveness. The need to ask questions. And that is a positive thing. It is only then that a picture of a client’s problems can be formed, and of how they might ultimately be solved through design.

Occasionally, (we have worked with many law companies) the answer to the question might be, “well, quite a number actually”. Tempting as it might be to flip the story and exploit our experience, we have stuck by the belief that this is not the most important factor.

That actually, this client’s needs might have more in common with a women’s golfing business than another law firm. What unites them is a need to communicate a particular message with their clients. That is what every brief shares, a need to communicate through design.