howdy do it: when the client becomes the art director

March 25th, 2011 · 32 Comments

When people ask me about freelancing, one of the first things I mention is how great it is to have clients choosing me for me, for my work, and not a firm’s eclectic portfolio. Before freelancing, I used to hate getting matched up with a client who just wasn’t a good fit for my style/skills, but may have been a great fit for the designer sitting next to me. I could blame that on a lack of good project management, or communication skills between the firm and our clients, but at the end of the day, things get hectic and designers get thrown on projects. I wondered if a better designer could be more accommodating.

Today, I love that my portfolio is filled with the work I’m proudest of, and those pieces are what bring my clients to me. In the past couple years I’ve designed for wedding photographers, an event planning company, a gardening boutique, an Italian restaurant, design bloggers, a letterpress company, and many brides. A few years ago I would have never had the chance to work with clients like that.

Pietari Posti, via Design Work Life

But there is a down-side to working with highly visual clients. Although I encourage my clients to send me gobs of inspiration photos (usually gathered from various design blogs—love those design savvy clients!), there’s a fine line between having a good starting point or knowing your client’s taste, and having them art direct the whole project. A few times, I’ve had clients complain that after grueling rounds of revision and “move this 1/4″ to the left” and “I found a font that I’d like you to use instead” type art direction, that the project I was working on just didn’t look like other pieces in my portfolio. It’s all I can do to hold my tongue… if you don’t want to let the designer do their job, what did you hire them for?

In the worst of these cases, I have to have copyright discussions with clients to explain that although they sent me an example of THE perfect design solution, we have to use it as a source of inspiration and not a starting point. Not something that can be tweaked with their color scheme and copy. Again I find myself holding my tongue… because if a client has found a designer whose work is perfect, why didn’t they contact them instead of me?

Product Superior, via Oh So Beautiful Paper

Don’t get me wrong, communication is important, feedback is important, and I owe much of my better work to clients who asked for smart revisions, or had a killer project idea from the get-go. I think it often comes down to how I handle the client relationship, and whether or not that client believes I have a talent worth hiring, a professional opinion worth trusting.

I’ve gotten much better at pinpointing these tough clients earlier, and much more comfortable telling someone that I’m just not a good fit for their project. I have enough A+ clients to know that more of their kind will come along. But when one of those micro-managing clients* comes out of the woodwork, I don’t always know how to handle the situation. I asked a few designers I admire to weigh in, and found their responses to be really helpful.

Kristy Martino, HAM:
Obviously it’s a balancing act; keep the client happy and involved but service their audience and create work that you believe in. Ultimately, I think it’s a question of leadership. We are professionals with training, expertise and talent. In a way, it’s up to us to lead our clients in the right direction, help them make informed decisions along the way and at a very base level, develop a relationship that is trustworthy on both ends. That may seem like a lot of variables, but every interaction with your client builds upon them and makes those tenets stronger. If not, we may as well work in a factory, right? Not that that’s the worst thing in the world. They probably get dental insurance!

Courtney Dolloff Eliseo, Seamless Creative:
What I’ve really tried to focus on is preventative measures, in order to avoid getting into a situation where this happens. Because generally it just makes all parties involved miserable and results in subpar work.
Usually it seems that the clients who do this type of thing don’t have a ton of respect for or understanding of the design process—there’s a lack of trust there. So I think that it’s really important to try to gauge this at the first point of contact, whether it’s a phone call or a meeting, or over email. At that time I always do my best to clearly explain how I work, which is especially important if the client has never worked with a designer before. Their business is, of course, really important to them; and how can they trust you if they don’t understand what it is exactly that you’re doing? Then if at that point they don’t seem to get it or agree with your point of view, you know it’s not a good fit. And it’s probably not a good idea to work with them in the first place, unless you want to drive yourself crazy.
Sometimes though, it’s impossible to predict and you run into a situation where a client really wants something a certain way and won’t budge on it. In that case, I like to show them exactly what they asked for, and then show an additional option that is what I believe to be the better solution, and try to give really solid rationale to back it up. Sometimes it works, sometimes it doesn’t; but it’s pretty much always worth a shot.

Margot Harrington, Pitch Design Union
If, despite my best attempts, a client veers into art director mode then I usually just end up doing what they ask for. If it’s gotten to that point, they already don’t respect my tastes and opinions so I just like to stop fighting it and let them drive. That seems to be the best way to speed up completion of the project. And then, after its done, I will almost never work with them again. It’s one of those red flags that isn’t really apparent until you actually get into a project, but is a pretty clear sign that a client is always going to be high maintenance. I’d just rather not spend my time trying to make that work. There are better clients & collaborators in the world! So yeah, get in get out, get paid and travel on.

Lampyridae Press, via Paper Crave

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*I struggled to hit publish on this post, because I love every last one of my clients and know many of them read Mint. I’m writing this as a way to start a discussion among other designers, not to pinpoint particular situations… I think this kind of thing often arises from a lack of trust and communication, which is most certainly a two-way street.

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Howdy Do It came from “how do you do It,” the question Ellie & Margot found themselves asking about their freelance lifestyles, and so Howdy Do It was born, a column about the things we do to keep ourselves organized, inspired and on track.

Categories: graphic design, Howdy Do It, illustration, stationery & invitations

Responses to “howdy do it: when the client becomes the art director”

Theresa

March 25, 2011 at 9:32 am

As a designer, I’ve been dealing with this very issue quite often and I am so glad that I’m not alone (not that I ever REALLY thought I was but no one talks about it openly). In the end, you always want your client to be happy, but there is definitely the fine line of them finding inspiration and just downright art directing the project. There are MANY times I bite my tongue after I receive the long bullet pointed email of “tweaks”. It’s definitely hard and I do tend to think in my head “so why did you hire me when you think you can do this better?”. It’s great to read how other designers handle these situations. I do generally tell the client that I just don’t think we are a fit for each other and part ways if it becomes too difficult. Thanks for posting this and the advice!! I’m passing this one to other design friends!

PS) I love my clients too!! :) Every single one of them!

two brunettes

March 25, 2011 at 9:54 am

this is so so good, it hits the nail right on the head for me! I love how everyone kind of ends up dealing with these types of clients in a similar way as well. Its very tough, and really makes you appreciate the great clients who love your work. I also make it a huge point to let them know what a great client they are! Love the article.

sara

March 25, 2011 at 10:13 am

I’m in a slightly different design field (historic home restoration/additions, usually) but have hit upon these clients periodically. in my experience, they do not see the value of one’s profession and education, and assume they know best. the few times I’ve gotten caught up in it, I just try to get it over with as fast as possible…
and then never use the product for my own portfolio!

lauren

March 25, 2011 at 10:36 am

I think the democratization of design tools (software, computers, fonts, etc) has contributed a lot to these scenarios of clients (or committees!) wanting to art direct a project to death.

It’s important that the designer communicates how a project solves a business or communication problem for a client, and doesn’t just look good, because the client “could have made it look good by themselves in an hour”. I think after a lengthy design education or a lot of experience, our design decisions become so intuitive that it’s hard to remember to take that step back and be really clear with a client about how a piece of design is functioning.

Of course, I have success with this approach about 25% of the time, but it sure is nice to reach a level one day where you can elect to turn down work because it won’t be a good fit!

Laura

March 25, 2011 at 11:26 am

I just want to thank you for pushing that publish button and putting this out there. While I know other designers have these same issues it doesn’t hurt to just get it out there again. I have to agree with Margot that once I realize I have a client that refuses to let me do what I know to do best I just try and let go to just get the project completed. Ultimately the goal is the please the client and while I think I know how to do that using my design skills sometimes pleasing the client does mean just letting them have their way.

Alison

March 25, 2011 at 11:31 am

This was really helpful for me! My work situation is such that all day people who are not designers are art directing my work. As I try to build up a freelance business, I have questioned myself for turning down clients who I knew would be the same way. This reinforces my belief that I should spend my time and energy working with clients that I can collaborate with – who trust my opinion, and don’t art direct!

Tobe | Because It's Awesome

March 25, 2011 at 11:36 am

it’s strangely reassuring to hear that designers i admire (you gals!) deal with these kinds of issues as well. i’ve resorted to each of these solutions at one time or another, and it’s just never fun. these are often projects that i know will never end up in my portfolio, and, while that’s disappointing, i have to remind myself that it’s great character building. and it’s still paying the bills :)

so glad you hit publish.

Kat

March 25, 2011 at 11:40 am

Thanks for this amazing post — YOU’VE READ MY MIND! I used to have the mentality that since they were technically paying for me to “design” something for them, that they were the boss and I have to make them happy no matter what. And in many ways, this is true. It’s incredibly difficult to have leadership (at least for me) and present your work in a way that the client will understand if they initially had a vision already in place. Often times, I have clients with a design in mind (that they copied elsewhere) and instead of hiring my design skills, I felt that they were merely hiring my Photoshop/Illustrator skills to mimic it. Recently, I’ve been really trying to choose my projects carefully to avoid clients like this. I think saying “no” is one of the most important lessons in freelancing that is so difficult to accept.

Elizabeth @ Dapper Paper

March 25, 2011 at 11:41 am

We totally understand this and appreciate the discussion! On one hand we have had clients who were perfect and trusted us and believed in the style that we believe in and let us take the reigns.
On the other hand, we have had the total opposite. We of COURSE want to make them happy but at the same time, we totally agree that “why did you hire us if you don’t like what we are doing?”.
And we have done a couple of projects (luckily only a few) that like Margot mentioned, we just had to wrap it up and do what they wanted. And it was the. worst. feeling. We weren’t happy with what we had done and we weren’t proud of it either because it wasn’t where we would have taken it. at. all. But we just had to complete the project and plan to not work with them again.
And one project in particular the client never actually said what they wanted, just that what we had done was all wrong. So we try to figure out what they liked and we were given no feedback that was helpful. we finished up a project that we didn’t care for and weren’t even ever sure if they liked it. So communication is a huge part of even knowing what someone likes in the first place.

So, we definitely struggle with that at times because you want to make people happy but you don’t want to sacrifice your judgement, taste and design sense.

Holly

March 25, 2011 at 12:06 pm

Ellie, et all. Fantastic post! I could talk on this topic for hours. Really. But instead I’ll leave it with this : http://theoatmeal.com/comics/design_hell

whitney

March 25, 2011 at 12:12 pm

Great post. I fully understand your trepidation in hitting “post” but am so glad you did! This is something we deal with frequently (especially the thought – well, if you like this so much, why didn’t you just hire them, not me?) and we are constantly trying to pinpoint how best to avoid it/deal with it. Thanks for starting the dialogue!

Shelley

March 25, 2011 at 12:22 pm

Thanks so much for this, and I agree with Tobe that it’s reassuring to hear of other designers experiencing this. I’ve had this problem more than a few times and I always found it difficult to not be demoralized by it. Someone once told me at the start of a project that they’d be designing the site themselves if they had more time (and they have zero web or design experience). Needless to say, that project ended up being rather difficult to handle. I like to go the “your version, my version” route like Courtney from Seamless, although this can often double the time you spend on a project.

Belita

March 25, 2011 at 12:36 pm

You’ve just put my thoughts in words! =D

vikki

March 25, 2011 at 12:59 pm

The trick to working with design illiterate clients is a whole lot of education on the designer’s part. I tend to tell them how the process works the first time I meet them, and have a discussion around that. Also, there is one type of client who has usually never really worked with a communications professional before – they are often not project coordinators, they are often not people who at least work in related fields, they are not even business owners who are comfortable communicating what they want. These people cut across a huge swath of design literacy and communications skills and they often aren’t quite sure what they want right off the bat — they are couples getting married. These are the hardest set of clients to manage because they are, for the most part, in totally uncharted territory. I generally expect an certain amount of overbearing behavior from brides (and grooms) – after all, they’ve been told it’s their day, and it’s the one day in their life that they can control everything. It’s not a bad thing, but considering this is the mindset that brides come in with to all aspects of thier wedding, sometimes coupled with an unpracticed ability to communicate clearly or plan really far in advance and make decisions early and be at peace with that make the designers have to take a leading role. And if they really want something that you can’t provide, well, asess whether you can do it, get paid, and get out (great advice), or pull the plug. We all love our clients, but it is business at the end! Great post, food for thought on an ongoing issue for all of us.

ellie

March 25, 2011 at 1:04 pm

Vikki – ironically I have this problem LEAST with brides. I think there are so many options out there for them, that when they come to me they are coming for my style, not because of some loose personal connection (as happens occasionally with corporate freelance projects). I’ve found that brides and grooms are usually so excited to be planning their day and working on stationery that the process goes very smoothly… or maybe I’ve just been lucky! Either way, I think the stereotype that brides are hard to work with isn’t typically the case.

Molly

March 25, 2011 at 1:32 pm

Great article and very timely, as I just parted ways with a client that wanted to be the art director but had no concrete idea, or concept of what she wanted, even after we went over design images for inspiration. The thing is, from the beginning I knew it was going to be like this. The day we met, she knew she “loved” my work, but couldn’t communicate what she wanted for her project, but she could certainly tell me to move this a 1/4″ over and line up these lines, etc. As a communications professional, I suppose it is my job to draw out of clients their ideas and wants, but that at times can be the hardest part. Lessoned learned. Always listen to your gut.

Kate

March 25, 2011 at 2:35 pm

I was especially relieved to read Margot’s thoughts. I have a repeat client from whom I am about to “travel on.” I have tried to steer her away from art direction many times but she just can’t help herself. It’s become too painful to deal with her and I end up wasting more hours and stress with intervention phone calls and long emails. There’s no stopping her and it’s just not worth the money. I am glad to know it’s not just me!

Jess

March 25, 2011 at 4:06 pm

Ellie, thank you thank you thank you for posting this today. It’s something we as designers never really talk about but everybody thinks about it – I really appreciate your bravery in bringing the subject [tactfully] out into the open.

My experiences sound like they’ve been pretty similar to yours. I deal almost exclusively with brides & grooms – most of those who’ve found me have been pleasant to work with. A big part of that probably stems from the fact that my work has a particular look and at least in my experience so far, couples that gravitate towards that design aesthetic seem to be a little less high-strung. Every now and then an art-director comes along, but I tried to design (ha) clear policies that discourage micro-managing (or at least reward me financially for the extra time/effort/hair-pulling.) It’s a no-pay-no-play ship and that alone seems to steer the “challengers” elsewhere.

Of course, all that being said, I came from a corporate design background where it was not unusual for revisions to drag on and on for years and to feel as though I were nothing more than a glorified human mouse through which clients could move & click. :) Its possible I have Stockholm Syndrome!

Christin Kreml

March 25, 2011 at 11:31 pm

I just wanted to say Thank you for writing this post!

Lo

March 26, 2011 at 5:01 am

If I may chime in on the part of the client, sometimes it is necessary to become art director. For example, I am a designer having my logo redesigned, I did a LOT of research to find what I felt was the right fit with my graphic designer, in fact I took a couple of years to make a choice, I contacted a lot of designers, checked out prices and how they worked, and ultimately felt that I had made a really good choice with the designer I had chosen, I really loved his work, I liked his candidature and I felt he understood my aesthetic. But even after all of my diligent research, I just didn’t like what he presented me with, I understood he’d put a lot of thought into it but it just wasn’t me and I didn’t like it. I felt really bad about not liking it, I didn’t want to hurt his feelings and I tried to be as positive and careful as possible, but this has cost me a lot of money and I needed to get this redesign right. I haven’t been a control freak, I haven’t art directed (although I would have liked to) because it shouldn’t be necessary, you’re right; you have trained as graphic designers and you do know best but also as clients, we really want to like it but sometimes, we don’t, and that’s not our fault, it can be a difficult thing to get right.

I am definitely not design illiterate, I have studied design for seven years, I come from an understanding of what it’s like to be a designer and now I can see from the client perspective and this has been invaluable to me, I have learnt from this experience how out of control you can feel as a client when there isn’t sufficient communication, how you don’t necessarily want to have a final idea presented to you as a finished version and that actually being involved in the process makes you feel part of it and not excluded from something that ultimately represents you and your brand.

I have learnt in my projects that my clients approach me for my work but also are individuals with their own ideas and preferences, I can guide and advise them and use my relevant experience but I do allow them to “direct” if they so wish, it is after all their experience and their end product which they have paid their hard earned money for.

I appreciate what you’re all saying above, I know how hard it can be to be a designer but I have now learnt how hard it can be to be the client, I’ve had sleepless nights over my logo, I have spent a lot of money on it and I want it to work, but most of all I would kind of like to at the very least, like it!

Rachel Shingleton

March 26, 2011 at 1:01 pm

I am so thankful that you hit the publish button on this post! Freelancing is tough, and when you get an art directing-type client, it can be so disheartening. I too eventually give in and just let them have whatever it is they want; I get tired of fighting it. Like one of the other commenters here said, I too think, “If you think you could do better, then why didn’t you just do it yourself to begin with?” Thank you for your courage in posting this.

vv

March 26, 2011 at 3:08 pm

thanks so much for sharing this post, & with regards to your current clients, i feel you worded your thoughts kindly & fairly. it was good to read this morning & i’m definitely keeping it handily bookmarked to return to.

it’s been nice to witness the portfolio you’ve been building over the past couple years – cheers to all that you’ve accomplished!

Mervi

March 27, 2011 at 3:43 pm

Yes, this is a common thing. Actually it doesn’t happen just for (us) freelancers, but probably more often freelancers end up in this situation for many reasons. Of course it’s also a sign of the client being enthusiastic about the project, which is great. But yes, it can be even dangerous for the project and result to some very unexpected and unwanted design messes. Thanks for writing about this!

Maria Black

March 27, 2011 at 10:45 pm

This post really hit the nail on the head this week. I have just had a new client request a logo for a client. So we have a go between. She seemed nice enough, so I’ve accepted the project. But it is difficult, now not only do I have to please my contact, but also their client who I have no contact with. They seem to have differing opinions. Sometimes I wish they could trust the designer more. She saw my portfolio and previous work, so it isn’t like she was blind going in. Thanks for sharing.

Kerry

March 28, 2011 at 12:37 pm

I really appreciate this particular post. And the comment from Lo concerning the client’s perspective is really helpful. It’s very important to keep the client informed, not only in the beginning with education and such, but throughout the entire process.

Amanda Joy

March 28, 2011 at 2:40 pm

Great article! Thanks so much for posting. I must add, having those difficult AD type clients just makes other clients so wonderful > you know, the ones that nearly cry from excitement when they see what you’re producing.

Tailored Blog

March 28, 2011 at 5:19 pm

THANKS for the amazing post! It is always so comforting to realize that others deal with the same issues everyday. And I agree Ellie, brides are 9 times out of 10 the best clients I ever work with!

Chris Waldron

March 28, 2011 at 6:13 pm

Unfortunately there are always two categories of clients: those who know of your work and want you as a partner with them and they therefore appreciate your skills and experience; or those who sit over you shoulder to see every hit of the keyboard and move of the mouse – the result is they think it’s just as simple as having a Mac and the right programmes.

All they end up is getting something that is safe, and safe is dangerous.

Tine

March 30, 2011 at 9:07 am

Thank you for this post! I absolutely know what you mean. I work in an agency and I’m often forced to do things, that I don’t want to do. Sometimes it even made me cry. Several times I gave in, but I didn’t publish these projects in my portfolio or turned them back to my version.
But I also work as a freelancer and these projects make me very happy, because the clients chose ME.
I think being a designer is the best job in the world, I wouldn’t do anything else, but it can be a very hard job too. Thank you again for posting this!!

Allie

April 2, 2011 at 11:27 am

I really appreciate you posting this. I think it’s important to be honest and for your clients to know what you struggle with as a designer. I also very much agree with Margot’s response, there are just times where you have to suck it up and try to finish the projects ASAP. I’ve met a lot of designers that dig their heels and stay stubborn and it only lengthens the process.

Lauren

April 7, 2011 at 12:16 pm

I definitely crave this paper.. Ellie, you never cease to amaze me! Your the best sister a gal could ever ask for in life.

ani mendez

November 19, 2011 at 10:18 am

i really feel identified with this post

Theresa
March 25, 2011 at 9:32 am
As a designer, I’ve been dealing with this very issue quite often and I am so glad that I’m not alone (not that I ever REALLY thought I was but no one talks about it openly). In the end, you always want your client to be happy, but there is definitely the fine line of them finding inspiration and just downright art directing the project. There are MANY times I bite my tongue after I receive the long bullet pointed email of “tweaks”. It’s definitely hard and I do tend to think in my head “so why did you hire me when you think you can do this better?”. It’s great to read how other designers handle these situations. I do generally tell the client that I just don’t think we are a fit for each other and part ways if it becomes too difficult. Thanks for posting this and the advice!! I’m passing this one to other design friends!
PS) I love my clients too!! :) Every single one of them!
two brunettes
March 25, 2011 at 9:54 am
this is so so good, it hits the nail right on the head for me! I love how everyone kind of ends up dealing with these types of clients in a similar way as well. Its very tough, and really makes you appreciate the great clients who love your work. I also make it a huge point to let them know what a great client they are! Love the article.
sara
March 25, 2011 at 10:13 am
I’m in a slightly different design field (historic home restoration/additions, usually) but have hit upon these clients periodically. in my experience, they do not see the value of one’s profession and education, and assume they know best. the few times I’ve gotten caught up in it, I just try to get it over with as fast as possible…
and then never use the product for my own portfolio!
lauren
March 25, 2011 at 10:36 am
I think the democratization of design tools (software, computers, fonts, etc) has contributed a lot to these scenarios of clients (or committees!) wanting to art direct a project to death.
It’s important that the designer communicates how a project solves a business or communication problem for a client, and doesn’t just look good, because the client “could have made it look good by themselves in an hour”. I think after a lengthy design education or a lot of experience, our design decisions become so intuitive that it’s hard to remember to take that step back and be really clear with a client about how a piece of design is functioning.
Of course, I have success with this approach about 25% of the time, but it sure is nice to reach a level one day where you can elect to turn down work because it won’t be a good fit!
Laura
March 25, 2011 at 11:26 am
I just want to thank you for pushing that publish button and putting this out there. While I know other designers have these same issues it doesn’t hurt to just get it out there again. I have to agree with Margot that once I realize I have a client that refuses to let me do what I know to do best I just try and let go to just get the project completed. Ultimately the goal is the please the client and while I think I know how to do that using my design skills sometimes pleasing the client does mean just letting them have their way.
Alison
March 25, 2011 at 11:31 am
This was really helpful for me! My work situation is such that all day people who are not designers are art directing my work. As I try to build up a freelance business, I have questioned myself for turning down clients who I knew would be the same way. This reinforces my belief that I should spend my time and energy working with clients that I can collaborate with – who trust my opinion, and don’t art direct!
Tobe | Because It's Awesome
March 25, 2011 at 11:36 am
it’s strangely reassuring to hear that designers i admire (you gals!) deal with these kinds of issues as well. i’ve resorted to each of these solutions at one time or another, and it’s just never fun. these are often projects that i know will never end up in my portfolio, and, while that’s disappointing, i have to remind myself that it’s great character building. and it’s still paying the bills :)
so glad you hit publish.
Kat
March 25, 2011 at 11:40 am
Thanks for this amazing post — YOU’VE READ MY MIND! I used to have the mentality that since they were technically paying for me to “design” something for them, that they were the boss and I have to make them happy no matter what. And in many ways, this is true. It’s incredibly difficult to have leadership (at least for me) and present your work in a way that the client will understand if they initially had a vision already in place. Often times, I have clients with a design in mind (that they copied elsewhere) and instead of hiring my design skills, I felt that they were merely hiring my Photoshop/Illustrator skills to mimic it. Recently, I’ve been really trying to choose my projects carefully to avoid clients like this. I think saying “no” is one of the most important lessons in freelancing that is so difficult to accept.
Elizabeth @ Dapper Paper
March 25, 2011 at 11:41 am
We totally understand this and appreciate the discussion! On one hand we have had clients who were perfect and trusted us and believed in the style that we believe in and let us take the reigns.
On the other hand, we have had the total opposite. We of COURSE want to make them happy but at the same time, we totally agree that “why did you hire us if you don’t like what we are doing?”.
And we have done a couple of projects (luckily only a few) that like Margot mentioned, we just had to wrap it up and do what they wanted. And it was the. worst. feeling. We weren’t happy with what we had done and we weren’t proud of it either because it wasn’t where we would have taken it. at. all. But we just had to complete the project and plan to not work with them again.
And one project in particular the client never actually said what they wanted, just that what we had done was all wrong. So we try to figure out what they liked and we were given no feedback that was helpful. we finished up a project that we didn’t care for and weren’t even ever sure if they liked it. So communication is a huge part of even knowing what someone likes in the first place.
So, we definitely struggle with that at times because you want to make people happy but you don’t want to sacrifice your judgement, taste and design sense.
Holly
March 25, 2011 at 12:06 pm
Ellie, et all. Fantastic post! I could talk on this topic for hours. Really. But instead I’ll leave it with this : http://theoatmeal.com/comics/design_hell
whitney
March 25, 2011 at 12:12 pm
Great post. I fully understand your trepidation in hitting “post” but am so glad you did! This is something we deal with frequently (especially the thought – well, if you like this so much, why didn’t you just hire them, not me?) and we are constantly trying to pinpoint how best to avoid it/deal with it. Thanks for starting the dialogue!
Shelley
March 25, 2011 at 12:22 pm
Thanks so much for this, and I agree with Tobe that it’s reassuring to hear of other designers experiencing this. I’ve had this problem more than a few times and I always found it difficult to not be demoralized by it. Someone once told me at the start of a project that they’d be designing the site themselves if they had more time (and they have zero web or design experience). Needless to say, that project ended up being rather difficult to handle. I like to go the “your version, my version” route like Courtney from Seamless, although this can often double the time you spend on a project.
Belita
March 25, 2011 at 12:36 pm
You’ve just put my thoughts in words! =D
vikki
March 25, 2011 at 12:59 pm
The trick to working with design illiterate clients is a whole lot of education on the designer’s part. I tend to tell them how the process works the first time I meet them, and have a discussion around that. Also, there is one type of client who has usually never really worked with a communications professional before – they are often not project coordinators, they are often not people who at least work in related fields, they are not even business owners who are comfortable communicating what they want. These people cut across a huge swath of design literacy and communications skills and they often aren’t quite sure what they want right off the bat — they are couples getting married. These are the hardest set of clients to manage because they are, for the most part, in totally uncharted territory. I generally expect an certain amount of overbearing behavior from brides (and grooms) – after all, they’ve been told it’s their day, and it’s the one day in their life that they can control everything. It’s not a bad thing, but considering this is the mindset that brides come in with to all aspects of thier wedding, sometimes coupled with an unpracticed ability to communicate clearly or plan really far in advance and make decisions early and be at peace with that make the designers have to take a leading role. And if they really want something that you can’t provide, well, asess whether you can do it, get paid, and get out (great advice), or pull the plug. We all love our clients, but it is business at the end! Great post, food for thought on an ongoing issue for all of us.
ellie
March 25, 2011 at 1:04 pm
Vikki – ironically I have this problem LEAST with brides. I think there are so many options out there for them, that when they come to me they are coming for my style, not because of some loose personal connection (as happens occasionally with corporate freelance projects). I’ve found that brides and grooms are usually so excited to be planning their day and working on stationery that the process goes very smoothly… or maybe I’ve just been lucky! Either way, I think the stereotype that brides are hard to work with isn’t typically the case.
Molly
March 25, 2011 at 1:32 pm
Great article and very timely, as I just parted ways with a client that wanted to be the art director but had no concrete idea, or concept of what she wanted, even after we went over design images for inspiration. The thing is, from the beginning I knew it was going to be like this. The day we met, she knew she “loved” my work, but couldn’t communicate what she wanted for her project, but she could certainly tell me to move this a 1/4″ over and line up these lines, etc. As a communications professional, I suppose it is my job to draw out of clients their ideas and wants, but that at times can be the hardest part. Lessoned learned. Always listen to your gut.
Kate
March 25, 2011 at 2:35 pm
I was especially relieved to read Margot’s thoughts. I have a repeat client from whom I am about to “travel on.” I have tried to steer her away from art direction many times but she just can’t help herself. It’s become too painful to deal with her and I end up wasting more hours and stress with intervention phone calls and long emails. There’s no stopping her and it’s just not worth the money. I am glad to know it’s not just me!
Jess
March 25, 2011 at 4:06 pm
Ellie, thank you thank you thank you for posting this today. It’s something we as designers never really talk about but everybody thinks about it – I really appreciate your bravery in bringing the subject [tactfully] out into the open.
My experiences sound like they’ve been pretty similar to yours. I deal almost exclusively with brides & grooms – most of those who’ve found me have been pleasant to work with. A big part of that probably stems from the fact that my work has a particular look and at least in my experience so far, couples that gravitate towards that design aesthetic seem to be a little less high-strung. Every now and then an art-director comes along, but I tried to design (ha) clear policies that discourage micro-managing (or at least reward me financially for the extra time/effort/hair-pulling.) It’s a no-pay-no-play ship and that alone seems to steer the “challengers” elsewhere.
Of course, all that being said, I came from a corporate design background where it was not unusual for revisions to drag on and on for years and to feel as though I were nothing more than a glorified human mouse through which clients could move & click. :) Its possible I have Stockholm Syndrome!
Christin Kreml
March 25, 2011 at 11:31 pm
I just wanted to say Thank you for writing this post!
Lo
March 26, 2011 at 5:01 am
If I may chime in on the part of the client, sometimes it is necessary to become art director. For example, I am a designer having my logo redesigned, I did a LOT of research to find what I felt was the right fit with my graphic designer, in fact I took a couple of years to make a choice, I contacted a lot of designers, checked out prices and how they worked, and ultimately felt that I had made a really good choice with the designer I had chosen, I really loved his work, I liked his candidature and I felt he understood my aesthetic. But even after all of my diligent research, I just didn’t like what he presented me with, I understood he’d put a lot of thought into it but it just wasn’t me and I didn’t like it. I felt really bad about not liking it, I didn’t want to hurt his feelings and I tried to be as positive and careful as possible, but this has cost me a lot of money and I needed to get this redesign right. I haven’t been a control freak, I haven’t art directed (although I would have liked to) because it shouldn’t be necessary, you’re right; you have trained as graphic designers and you do know best but also as clients, we really want to like it but sometimes, we don’t, and that’s not our fault, it can be a difficult thing to get right.
I am definitely not design illiterate, I have studied design for seven years, I come from an understanding of what it’s like to be a designer and now I can see from the client perspective and this has been invaluable to me, I have learnt from this experience how out of control you can feel as a client when there isn’t sufficient communication, how you don’t necessarily want to have a final idea presented to you as a finished version and that actually being involved in the process makes you feel part of it and not excluded from something that ultimately represents you and your brand.
I have learnt in my projects that my clients approach me for my work but also are individuals with their own ideas and preferences, I can guide and advise them and use my relevant experience but I do allow them to “direct” if they so wish, it is after all their experience and their end product which they have paid their hard earned money for.
I appreciate what you’re all saying above, I know how hard it can be to be a designer but I have now learnt how hard it can be to be the client, I’ve had sleepless nights over my logo, I have spent a lot of money on it and I want it to work, but most of all I would kind of like to at the very least, like it!
Rachel Shingleton
March 26, 2011 at 1:01 pm
I am so thankful that you hit the publish button on this post! Freelancing is tough, and when you get an art directing-type client, it can be so disheartening. I too eventually give in and just let them have whatever it is they want; I get tired of fighting it. Like one of the other commenters here said, I too think, “If you think you could do better, then why didn’t you just do it yourself to begin with?” Thank you for your courage in posting this.
vv
March 26, 2011 at 3:08 pm
thanks so much for sharing this post, & with regards to your current clients, i feel you worded your thoughts kindly & fairly. it was good to read this morning & i’m definitely keeping it handily bookmarked to return to.
it’s been nice to witness the portfolio you’ve been building over the past couple years – cheers to all that you’ve accomplished!
Mervi
March 27, 2011 at 3:43 pm
Yes, this is a common thing. Actually it doesn’t happen just for (us) freelancers, but probably more often freelancers end up in this situation for many reasons. Of course it’s also a sign of the client being enthusiastic about the project, which is great. But yes, it can be even dangerous for the project and result to some very unexpected and unwanted design messes. Thanks for writing about this!
Maria Black
March 27, 2011 at 10:45 pm
This post really hit the nail on the head this week. I have just had a new client request a logo for a client. So we have a go between. She seemed nice enough, so I’ve accepted the project. But it is difficult, now not only do I have to please my contact, but also their client who I have no contact with. They seem to have differing opinions. Sometimes I wish they could trust the designer more. She saw my portfolio and previous work, so it isn’t like she was blind going in. Thanks for sharing.
Kerry
March 28, 2011 at 12:37 pm
I really appreciate this particular post. And the comment from Lo concerning the client’s perspective is really helpful. It’s very important to keep the client informed, not only in the beginning with education and such, but throughout the entire process.
Amanda Joy
March 28, 2011 at 2:40 pm
Great article! Thanks so much for posting. I must add, having those difficult AD type clients just makes other clients so wonderful > you know, the ones that nearly cry from excitement when they see what you’re producing.
Tailored Blog
March 28, 2011 at 5:19 pm
THANKS for the amazing post! It is always so comforting to realize that others deal with the same issues everyday. And I agree Ellie, brides are 9 times out of 10 the best clients I ever work with!
Chris Waldron
March 28, 2011 at 6:13 pm
Unfortunately there are always two categories of clients: those who know of your work and want you as a partner with them and they therefore appreciate your skills and experience; or those who sit over you shoulder to see every hit of the keyboard and move of the mouse – the result is they think it’s just as simple as having a Mac and the right programmes.
All they end up is getting something that is safe, and safe is dangerous.
Tine
March 30, 2011 at 9:07 am
Thank you for this post! I absolutely know what you mean. I work in an agency and I’m often forced to do things, that I don’t want to do. Sometimes it even made me cry. Several times I gave in, but I didn’t publish these projects in my portfolio or turned them back to my version.
But I also work as a freelancer and these projects make me very happy, because the clients chose ME.
I think being a designer is the best job in the world, I wouldn’t do anything else, but it can be a very hard job too. Thank you again for posting this!!
Allie
April 2, 2011 at 11:27 am
I really appreciate you posting this. I think it’s important to be honest and for your clients to know what you struggle with as a designer. I also very much agree with Margot’s response, there are just times where you have to suck it up and try to finish the projects ASAP. I’ve met a lot of designers that dig their heels and stay stubborn and it only lengthens the process.
Lauren
April 7, 2011 at 12:16 pm
I definitely crave this paper.. Ellie, you never cease to amaze me! Your the best sister a gal could ever ask for in life.
ani mendez
November 19, 2011 at 10:18 am
i really feel identified with this post