The subject of this article came to mind recently when something happened in my hometown. A modern sculpture installation was placed around the town, and some pieces received harsh criticism. Interestingly, when the public learned the thought process behind the installations, the criticism quietened. 

A while ago, I wrote another article touching on this subject, asking if we have the right to criticise corporate rebrands. I thought I might look at it from a graphic designer’s perspective because it’s something that a lot of us have faced, and it can be a hard thing to deal with—particularly if you’re new to the industry.

Many of us have encountered design criticism, but I think that handling your client relationships on a more personal level can help a lot. In other words, develop a working relationship and take your clients through the process with you so that they understand what’s behind it.

Building Trust and Transparency

When clients come to us, they often have a good idea about what they want (and need) from the project, be that a website, a rebrand, or a logo, but they might need to learn how to communicate it.

Also, they might need to be more familiar with how the design process works or what we need to do to realise their vision. That’s why it’s important to get to know them, build their trust, and be transparent about what we can and can’t do for them.

Part of this process is having them trust you enough so that you can share your expertise, let them know if their design ideas are not quite right for what they’re trying to achieve, and offer them solutions that will ultimately get them what they want—even if they don’t know it yet.

When clients understand how and why certain decisions are made, they are more likely to feel confident in the project’s direction. This openness can prevent misunderstandings and the feeling that they are being left in the dark, which can erode trust and lead to dissatisfaction.

Enhancing Collaboration

If we work towards involving clients, we can tap into their unique insights and knowledge about their brand, audience, and goals, leading to more informed design decisions. By providing feedback, clients can feel like they’re steering the ship and, in doing so, are involved in the design process.

Also, collaboration ensures that the final product is not just the designer’s vision but a co-created solution that meets the client’s needs.

Reducing Revisions and Rework

If they see only the end result, clients are more likely to ask for revisions and reworks because their vision hasn’t been satisfied, and they feel that you’ve not understood their brief. But if you can involve them, you can catch potential issues early and address them before they become major problems.

Checking in regularly with updates and, asking questions and getting feedback from the client means that the project stays on track and is aligned with the client’s vision, saving you time and resources.

Strengthening Relationships

Clients who feel involved and valued are more likely to return for future projects and recommend your services to others. This can lead to long-term partnerships and a strong network of satisfied clients.

Positive relationships built on trust and mutual respect are invaluable in the design industry. They can lead to more creative freedom, as clients who trust you are more likely to be open to innovative ideas and solutions.

What are your thoughts on this? Do you make an effort to build this kind of working relationship with your clients, or are they hands-off? Have you ever missed the mark and had backlash when the brief wasn’t communicated correctly?