Never send your design files to your clients without explaining your concepts
Many designers make the mistake of not explicitly explaining their design concepts, leaving clients feeling like the designs are created in a vacuum.
(Designlabb) -- When I first started presenting my designs to my clients, I would often miss out on the most crucial thing — explaining my ideas and concepts.
This horrible mistake left my clients confused with my designs and questioning why they even chose to work with me in the first place.
Other times, it gets a little frustrating.
I put together 3 different concepts and intentionally jacked up one of them, hoping the client would choose it. But guess what they choose in the end?
My. Least. Favorite. Concept.
Now I’m left with no choice but to work with what the client prefers.
Can you relate?
As I gained more experience working with more clients, I soon realised that the problem might not be my designs but how I present and explain my work.
Let me explain.
Communication is KEY in design
As designers, we need to understand how to motivate people through design. Even the best designs can fall flat if not presented effectively.
To prevent this, it’s crucial to understand the psychology behind your client’s decision-making process. When presenting ideas, it’s common to have a preferred solution, but that favorite often gets overlooked (explained above). Sometimes, the client’s concerns are valid, but more often than not, it’s the presentation that fails to convey the idea’s full potential.
Hence, I’ve put together 5 rules to keep in mind when presenting your design concepts, all of which come from my own personal experience of serving multiple startups and consultants.
5 rules to keep in mind when presenting your design concepts
Only show the work you stand behind
Stick to the Rule of Three
Present designs in context
Give each concept a name
Address the problem, not just the design
1. Only show the work you stand behind
The first and most important rule is that you should never show work that you would not want to be associated with.
Sometimes you might not know exactly what your client prefers. They might choose your preferred one, same is true for your least preferred one.
So don’t put yourself in a position where you have to carry out a design approach that is subpar.
Author, educator, and designer Ellen Shapiro’s advice: “Never, ever, show something you don’t want the client to choose. If in doubt, take it out.”
2. Stick to the Rule of Three
If you’re a photographer, writer, or storyteller, you should know the rule of three. The rule of three is a storytelling principle that suggests that people better understand concepts, situations, and ideas in groups of three.
Anthropological experts have confirmed that this principle works on three levels: sentences, situations, and stories.
In design, it’s all about communication. You, as the designer, shouldn’t concede the higher ground to your client. You should be in charge.
What I usually do is present three core concepts, which means giving three options to the clients. And they just got to pick one. Here are the three concepts to present:
Client’s choice: This falls in the category of “what the client asked for”. They’re usually satisfied with this because it’s what they want.
Designer’s choice: This counts on your expertise. You must justify why things work. I like to say that, “design is art applied to problem-solving,” and this certainly is the case.
“Wow” design: This option pushes boundaries and showcases your skills and artistic flair. This usually won’t be chosen but it could help expand ideas for the former choices and not just be limited to what was created.
3. Present designs in context
Design is not a beauty contest. The most well-designed collateral doesn’t help you pay the bills. But sad to say, this is what many designers think.
A better approach is to show work in relation to competitors, thereby switching the conversation from “which concept looks best,” to “which concept provides us a competitive advantage and communicates best with our audience.”
It’s better to avoid conversations about the design aesthetic and rather focus on the brand and its meaning in a holistic way.
4. Give each concept a name
Rob Swan, senior vice president and executive creative director at BrandImage, has a firm rule in his studio: Every concept that is presented to a client has a name. “If you can’t name a concept, then there is no idea there,” explains Swan. “If you can’t name the driving concept behind the design, then it’s just pure aesthetics.”
The name provides a clear line of sight from what you are seeing in the design all the way back to the strategy.
Think of ConvertKit. They’re rebranding to “Kit” soon. Koto, the design agency they’re working with presented two brand concept ideas. Either “MAKE THE MOST OF IT” (It’s about ambition and efficiency) or “FIT FOR PURPOSE” (It’s about substance and intention).
The names themselves “MAKE THE MOST OF IT” and “FIT FOR PURPOSE” provide clarity and direction. Both are unique to their own.
This will help align everyone on the same page, with the same concept name, allowing everyone in the team to build on top of the idea and strategy, and drive them towards the launch.
5. Address the problem, not just the design
The first step in presenting is to show the client that you understand the problem that the design is intended to solve.
By reviewing the criteria for success that were established at the beginning of the project, you align the client’s thinking, so that you share a common mindset.
As you show the work, focus on just a few key ideas that support the success criteria. Do not dwell on design elements, like typography or other design specifics, unless the client asks.
What the client more likely wants to know is how the design meets his needs.
Discussing design is a trap that many designers fall into. They believe the client is as interested in the layout grid and typography as they are. Discussing such things invites the client to art direct the project, which is never desirable.
Conclusion
Presenting your design work effectively is as much about strategy as it is about creativity.
These practices I’ve mentioned not only protect the integrity of your work but also build trust and respect with your clients, ensuring that your designs are both impactful and aligned with their needs.
It’s better to be remembered as a ‘strategy’ guy than a ‘design’ guy.
I’ve just shared 5 rules to keep in mind when presenting your design concepts. They’re from my personal experiences, so feel free to disagree with me.
Did I miss anything out? Leave us a comment below or shoot me an email at alvis@designlabb.cc.
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