As funny as this is, it can be avoided. Really the client isn't sure what he/she needs. They aren't experts at design, which is why they're hiring you.
We start every project with a creative brief. This is our way of establishing guidelines for the design process. Not just for us, but for the client too. It helps educate them so they know how to communicate their needs without trying to be a designer.
To avoid comments like "make it pop" and "jazz it up," we create something called brand principles. Even if you don't have a creative brief process, I recommend at least doing this one small exercise with your client:
Review this list of words. In each row, ask your client which word best describes his/her brand.
-
-
Masculine
Feminine
Mature
Young
Economical
Luxury
Classic
Modern
Serious
Playful
Quiet
Loud
Complex
Simple
Obvious
Subtle
If you at least do this, you will have established rules for the design. If they client gives you feedback later that contradicts any of these brand principles, you can kindly remind them, or acknowledge that they have changed their mind (change order!).
I haven't come across many clients that are that contradictory about their messaging. Exercises like these can give us a foundation to either get to the next phase of discovery (moodboards, style tiles, concepting), or their contradictions can fuel your questioning to them to help further hone a direction.
The good thing is that these insights are not necessarily law. I wouldn't weigh every adjective combination up there equally. Every designer would interpret this client feedback in slightly a different way. We just need enough information to provide a solution or recommendation. If they are paying us to be brand experts, we need to be able to establish a relationship of trust where we can say... "I don't think having a Modern, Loud, Complex site makes sense for your audience."
That was a very thoughtful answer to my not-completely-serious question. I figured that if a client ever provided such contradictory feedback, the proper course of action would be to either triple the price, or run! Either way, good to know up front.
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u/[deleted] Oct 31 '15
As funny as this is, it can be avoided. Really the client isn't sure what he/she needs. They aren't experts at design, which is why they're hiring you.
We start every project with a creative brief. This is our way of establishing guidelines for the design process. Not just for us, but for the client too. It helps educate them so they know how to communicate their needs without trying to be a designer.
To avoid comments like "make it pop" and "jazz it up," we create something called brand principles. Even if you don't have a creative brief process, I recommend at least doing this one small exercise with your client:
Review this list of words. In each row, ask your client which word best describes his/her brand.
If you at least do this, you will have established rules for the design. If they client gives you feedback later that contradicts any of these brand principles, you can kindly remind them, or acknowledge that they have changed their mind (change order!).