“I don’t like it!”

When I first started out as a designer I was pretty confident. Perhaps even cocky. I already thought I knew a lot, although this was based on very little experience. I’d designed some posters and record sleeves and spent hours pouring over old IDEA magazines (If i ever win the lottery I’ll immediately acquire the entire back catalogue) featuring the likes of Tomato, ME company, the Designers Republic and all the other go-to agencies of the late nineties / early noughties. I wasn’t a complete nuisance though, I was receptive to learning new skills, it’s just that I also had a naivety and this blinkered drive — I thought I was going to shake things up. I thought design was going to be art. So, when I joined my first agency as a spritely 23 yr old I expected that my learning curve over the coming years would be focussed around technique; the minutiae of typography and the intricacies of grids. What I didn’t fully prepare myself for or expect was that I’d have to learn to ‘deal’ with clients. I say ‘deal’ simply because this is indicative of the language I often hear when I talk to young designers. They are always interested to know how they are supposed to ‘deal’ with their clients?

The client is always right. Right?

Ugh… “The client is always right”. We’ve all heard this before. I don’t think it’s intended to be taken too literally. I mean, if it is then it’s simply incorrect — the client is certainly not always right. Having said that, I think that the phrase has an important (less quotable) sentiment hidden within it: “the client knows something you don’t, so shut up and listen”. For example, I’m not an expert in genetics, bio-pharmaceuticals or high performance polymers — though some of my clients have been. They knew something I didn’t and as a result, demanded my attention. So if we’re talking about their specialism, their business, then they’re probably right and we should probably listen to what they have to say.

Of course, the opposite also applies. A designer knows something the client doesn’t. A designer knows about aesthetics, balance, rhythm and so on. So if we’re talking about design, then the designer is probably in a better position to comment. So what does this mean? The client is right and so is the designer? Well, yes. the problem is that it can be a touchy subject, because in order for the design process to work both the designer and the client need to relinquish a little control and step into each others worlds. It’s not enough for the client to simply say “I make ‘X’ and I want a logo” and it’s not enough for the designer to say “They make ‘X’ so their logo needs to be ‘Y’”.

Let’s set up a hypothetical scenario. We have a client who is an expert in their specific field and a design expert to help them solve their design problem. Agreed, this appears perfect. This is the realm in which a designer can create something really great for their client. However, even assuming that both parties are really good at what they do thats still not enough. There are still, I think, two key, fundamental things which are needed in order for this project to be successful. Not having these two things in place from the outset will lead to a designer dealing with their clients rather than working with them (and vice versa).

1. “I don’t like it!” — Respect

Respect. Both ways. We are all human beings, even in business. If you don’t respect your designer, or they don’t have respect for you get another one. If you don’t respect your client, or they don’t have respect for you, move on. Get another one. There’s no need to be rude about it, but if there is not mutual respect from the outset the process will just not work.

Here’s a story not many people know. Not many people know it because it’s not the kind of thing you go around bragging about:

OK, designers: In a presentation has anyone ever said “I don’t like it”? Have you ever heard that? I mean in those exact words. Usually it will be phrased slightly differently, more politely or more abstract. You can usually tell that something’s off, that you haven’t quite hit the nail on the head with this idea, I mean, it happens. We just need to discuss the clients goals a little more, find out where we’re not connecting, then back to the drawing board to patch that up, right? But imagine this: You’ve just unveiled the first of three early stage visual identity ideas and you’re about to talk through it — your reasoning/process etc — but the client has already judged it, “I don’t like it.”. Just like that. You’re taken aback, but you start to explain again. They cut you off, slightly more forcefully this time, “I don’t like it!”. You try to explain, not even the idea this time, but just to refresh their memory — there are three ideas here and we’ll talk through each one, evaluate and assess… “I DON’T LIKE IT!!!!”. OK, what now?

This happened to me. It was early on after becoming self employed and it was crazy. As you can imagine, I was angry, confused, shocked. Somehow I managed to collect my thoughts, stayed calm and suppressed the red mist. I acted rationally and took a minute, saying nothing. There were two clients in this meeting. Silence. The angry one was done. The other one, clearly embarrassed and shocked by this outburst, was lost for words. When I eventually spoke I said that I was shocked and offended by this reaction. They let me speak. I told them that time and effort had gone into producing this work and that to not even give me the chance to speak was disrespectful and rude. There were another two ideas which they hadn’t even seen yet. I told them that I wouldn’t present the rest of them today. Now wasn’t the right time. They could see all 3 ideas and even talk at length when they were ready to afford me the time to talk them through the work. They didn’t apologise there and then, but a few days later they did. I showed them my ideas and one of them they loved. We refined it together and created what has now been their visual identity for 4 years.

Now as a caveat here, in hindsight I should’ve known that this would be a difficult job. The warning signs were there from the off but I ignored them and went along with the project anyway. Sometimes there’s no option and you can’t always pick and choose your clients. Some will be more receptive than others. So, whilst this is clearly an extreme case (I’d dare say that most designers will go through their whole career without having to experience anything like this), the message is clear. If the level of respect granted is so slim that you’re not given the chance to even begin to talk, listen or discuss then your fighting a losing battle. At this point consider whether or not you can walk away. It’s like any unhealthy relationship. Sooner or later you have to make a difficult decision. Better yet, learn to assess this from the outset. Listen to the warning signs and if it doesn’t feel right, don’t do it. Oh and remember, respect runs both ways too — a designer that insists they are right without being willing to discuss further and collaborate or compromise with their client is as much to blame.

“I’ve never had a problem with a dumb client. There is no such thing as a bad client. Part of our job is to do good work and get the client to accept it.”
Bob Gill

Yes, there’s certainly an emphasis on the designer to guide the client through the process and arguably a designer that doesn’t do this could be seen as a ‘bad’ designer. But there is certainly also such a thing as a ‘bad’ client. These are the ones people talk about ‘dealing’ with. It’s a total myth that there are no bad clients. So I’ve always felt a little awkward about it — because disagreeing with a design legend makes you question yourself a little! — but I disagree with Bob Gill in the above quote. Perhaps Bob was lucky and genuinely had great clients? Perhaps it’s the language used? I don’t feel like I should be ‘getting’ any client to accept anything; we’re doing it together. I want them to understand rather than just do as i say.

So number 1 in my list is respect. Mutual respect. If you respect a client and they respect you, it won’t be a battle, it will be a journey. A client that doesn’t respect their designer is a bad client. A designer that doesn’t respect their client is a bad designer.

2. “Phone me when I’m driving home.” — On Communication

OK, so these two points are pretty closely intertwined. Without respect you can’t communicate. Design should be a collaborative process. For me it has to be. A designer cannot magically know what their client wants. One who thinks they do is wrong (bad designer!). How can I design for you if i don’t understand you? Oh and by the way, understanding is different to assuming. I met with a brewer the other day to have first stage talks about a branding job. I had preconceptions of what they would want based on various things; their name, who they are outside of work (I had to drink beer with them, of course!) previous visits to the brewery. I couldn’t have been more wrong. I mean it was the exact opposite of what i was expecting. If i’d gone off designing without that meeting I would’ve got it totally wrong.

There’s no substitute for real communication. Listen, discuss, talk. Get excited! And at various points in the process too — beginning, middle, end. If respect has already been established (as in point 1 above) then this is going to be fun!

I was speaking to a designer friend who told me that one of the clients she was working with wouldn’t meet her to see her ideas for their visual identity! She had been told to email a PDF and then call her (out of work hours) whilst she was driving home. I mean, come on! Clearly she declined this offer on the grounds that her client wouldn’t be able to provide the attention needed whilst driving home, but also based on the fact that she didn’t want to be responsible for any car accidents!

This, to me, is ridiculous. If a client is willing to invest money into a process then they must also understand that they need to invest an amount of time too. It makes for a much more inclusive and comfortable experience from the clients perspective. From a designers perspective you have a wealth of new, crucial information, granting you many more precious starting points for your creative exploration.

Scheduling key landmark discussions throughout the process is vital. Initial strategy sessions are also increasingly more important to our way of working at Studio Contents. In my experience, these sessions are worth their weight in gold. In branding projects especially, establishing some sessions early on with a client to uncover the strategic context of their company or offer is invaluable. We all talk, listen and learn together and the result is an excited and happy team with a unified goal.

Get it right… before you get it right.

If you get these 2 foundations in place. Respect and communication. If you insist that your clients respect you, are willing to give you some of their time and if you do the same for them, then you can get it right.

Instead of dealing with clients you’ll be working with them.

Then, of course, all you have to do is put your money where your mouth is and churn out some spectacular design work!

“If you do good work for good clients, it will lead to other good work for other good clients. If you do bad work for bad clients, it will lead to other bad work for other bad clients.”
Michael Beirut

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