As with any client-freelancer based business dealing, the relationship between a client and a designer can be a complicated one. Complicated enough that there are entire websites telling stories of clients from hell and famous web comic artists have written lengthy comics about the topic.
If you browse any websites like Clients from Hell, you’re bound to notice a recurring theme among design-centric horror stories as told by either the client or the designer: Differences on the creative process that escalated out of control.
Creative differences over a design are commonplace and in best case scenarios they’re resolved smoothly, often with the process I’m about to outline below. When there’s a mismatch – a particularly stubborn business owner, a designer with a proud streak – the relationship can turn sour and range from passive aggressive texts back and forth to full-blown shouting matches.
What’s unique about creative differences is that unlike a lot of client-freelancer disputes such as a client trying to skip out on a payment or a freelancer not delivering on what was promised, there’s usually no right answer. Either party’s creative vision may be perfectly acceptable.
So what’s going on?
Expectations
Let’s first break down the expectations of both parties to figure out how these differences spiral out of control.
The client, in these situations, will fall into one of two camps:
-The client will have a very clear idea of what they want and react badly to any feedback, which often escalates into pushback from the designer.
-The client has no idea what they want and constantly gives conflicting directions, bringing in a dozen friends and family to offer their own feedback. Eventually the designer will try to just take control of the project, resulting in pushback from the client.
The designer, meanwhile, has expectations of their own, often conflicting with the above scenarios, which is where you run into trouble:
-The designer will expect a smooth, seamless process and get frustrated by an endless cycle of revisions. The designer then settles into “yes man” mentality, mindlessly doing revisions without offering feedback or commentary while getting more passive aggressive, confusing and frustrating the client.
-The designer, in an attempt to move things along or out of enthusiasm, takes far too much control of a project, often resulting in a power struggle with the client.
So who’s right here?
The truth is that neither side is right or wrong. On one hand, even when you’re hiring someone else for a project, you benefit from knowing enough to be dangerous.
On the other hand, designers would also do well to know their place and remember that it’s not their logo, or website, or branding.
On paper it’s a simple process: The client needs to agree to listen if the designer agrees to merely advise. Clients need to actually take the feedback of their designers into consideration and the designers need to remember that ultimately, the client has the final say.
So how do we get the peace treaty signed?
If you’re a designer, how do you encourage a client to listen to you and “coach” them into being more effective?
If you’re a client, how do you work with a designer and make them not want to kill you?
Let’s start with what clients can do to ensure the creative relationship with designers is a happy one:
1. Have an Idea of What You Want Before You Start the Designing
You may have a great idea of what you want before you start working with a designer or you may have no ideas at all. Be upfront about that, but more importantly, articulate it visually somehow. One of the biggest frustrations of designers is that they’re repeatedly told designs don’t “feel” right. Designers can’t design based on feelings, so do some research. Look at the designs of your competitors, suppliers, or partners. Do very rough pencil sketches of what you want a website or logo to look like. Read up on how your business or organization should approach branding and visual design. You should be doing this even if you aren’t actively hiring a designer because it only educates you further. Yes, you’re a busy business owner, but investing some time now will save you a lot of it down the road.
2. Listen to Your Designer
Your designer may be an extension of your creativity through which to bring your design to life, but they’re also a person. They bring an invaluable perspective to the table, especially if you’re not versed in the type of design you’re employing them for (which you likely aren’t). Even if you’re dead set that this is what you want, ask them. They may bring up ideas or thoughts you may have never even considered.
3. Don’t Micromanage
If your designer is clearly capable of handling work on their own, know when to back off and observe rather than trying to interfere with every detail. Consider it a great opportunity to learn from them in addition to letting them produce results.
4. Don’t React to Constructive Feedback With Hostility
No one is good at everything, and few people inherently good at politely being told their design concept is rubbish. You’ll always have room to improve, no matter what you’re doing, and the best way to grow is to take constructive criticism from people who have the skills you lack – in this case, the designer you’re working with. The key, however, is to detach the criticism from the environment in which it’s given. Remember that criticism of your design isn’t criticism of you – or the business that you’ve poured your blood, sweat and tears into.
5. Don’t Pull Rank
“I’m the client, and you’re the designer. You will do what I say.”
This is exactly the wrong way to resolve a dispute. You may get the designer to do things your way but you’ll breed resentment and make the work environment a bitter one.
Good bosses or clients don’t need to resort to this to get results. Instead, be the type of client that’s knowledgeable, trusted, and respected. If you’re having a disagreement about the creative direction the design should take, back up your arguments. Your designer should be questioning you (in a civil manner) and you should have reasons for why you want the design to look the way it does.
Plus, do you like your designer despite the dispute? There’s no faster way to get them to quit than by resorting to this.
Now for designers.
1. Limit Your Expectations
No, I’m not talking about the prospect of getting a six figure retainer from this project.
Instead, try to remember that customers simply won’t know as much as you do about Photoshop and Illustrator and that it’s unreasonable to expect that they will. This is why you’ve been hired in the first place. Expect them to create some redundant or useless work at first, and gently nudge them in the right direction when that happens.
2. Don’t Take Over the Project
Even if the project is moving at a glacial pace, don’t override your customer, start doing your own work or overruling their objections. They’ve agreed to work with you and part of that is you agreeing to work on their terms and at their pace. Let them mull things over, refer the design to their friends and colleagues and offer their input. Remember who the design is ultimately for.
If you’re in a situation where you urgently need to be paid, you have bigger problems; that’s different than the client failing to pay you after the work has been delivered successfully. The client doesn’t know that, so don’t be resentful of how long a project is taking.
3. Be a Teacher, Not a Preacher
Even if a customer is completely clueless about design work don’t be condescending about it or talk down to them. Approach them positively and patiently. Hedge whatever you teach by prefacing it with, “Among graphic designers, common consensus is that…” or “Everyone does it differently, but the way I usually do it is…” Even if the customer is asking for really bad design choices like Flash introductions, don’t come across as smug.
4. Don’t Be a Yes Man
There’s something to be said about knowing when to back down and let your client make the final call, but don’t blindly do whatever they ask without at least raising an objection if you, in your professional experience, think there’s something wrong with it.
Whatever you do, don’t design something you know is sub-par and present it to a customer even if they like it. This is almost certain to come up down the road and it can lead to finger pointing about whose responsibility it was to address it during the initial design process.
5. Swallow Your Pride
You may take pride in your work, and that’s great! Being proud of what you do can be healthy, but you need to check it at the door the moment you start working with someone else. I’ve stressed in the client section the value of working with someone who brings a new perspective to the table and this applies to designers as well. Take into account your client’s needs, business experience and different perspective and don’t be defensive of what you’ve done.
Plus, when your initial concept is analyzed to death after your client shared it with his entire 200-person newsletter, it’ll be that much easier to take the hits (not my story, but it has happened to someone I know).
Now for the question that I’ve gotten before when I’ve written articles like this – why does this matter? Even if it’s a bad experience, you finish it up and you move your separate ways or you just decide it’s not working, right?
Hardly. Virtually all of my business has come through referrals. Clients have colleagues and business networks and they talk to each other. Would I have gotten all of that referral business had I made the clients miserable after being stubborn, defensive and passive aggressive? I doubt it.
This goes for the customers, too. Designers talk to each other and they love sharing horror stories more than almost anything else. A bad project can sour your talent pool. Keep in mind that the most talented designers tend to be well off enough to be able to pick and choose their clients; if you’ve got a reputation for being difficult to work with, you’re that much more likely to be ignored when you send an inquiry out.
Besides, would you want to be in a meeting where every minute feels like agony because you’re entertaining the idea of screaming four letter words at the person you’re talking to? So get out the pen and sign the peace treaty when this happens.