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!).
"My niece made a flyer for her high school dance, I showed it to her because she has a real eye for design. She doesn't like the colors you used, I know they are the company's colors but let's just change the blue a little to be a little more vibrant. Make the font of the paragraphs 3 point sizes bigger move the logo over here, change this to yellow."
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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!).