As a designer there’s nothing quite like the excitement of when a client loves their new logo. When you help create an extension of the client and their personality, everybody wins. And when they’re excited, they’re more likely to jump right into action.
If clients haven’t worked with a designer before, it can seem a bit daunting. So here’s something simple to get things moving in the right direction.
After an initial chat (and portfolio sample sharing) I’ve found the best way to move forward is to ask the client for some design and logo examples. I usually say something like “send me 3 things you like, and 3 things you don’t.”
These examples serve a number of important purposes. The examples can help you to-
- narrow the style and scope of the design
- gain insight into the direction your client wants to head
- understand what they want to avoid
- get a feel for your client’s personality
- better estimate time you’ll need
- provide an accurate quote
A client usually asks “Why do you want to see things I don’t like?”. Very good question. They may want to avoid looking like a competitor. A particular style or arrangement may not be appealing. Or they simply might not like ‘flourishes, scrolls and flowery things.” Once again, it helps you steer in the right direction and makes sure you don’t waste valuable time.
Make it easy for a client to give you examples. Screenshots in word processing documents, links and attachments to emails work well. You’ll probably find a client will send you more than 3 of each once they get started. When you have the examples, you can gain even more clarity by asking some follow-up questions. For example –
- “I see you’re leaning towards this style of logo. What do you like about it”
- “What is it that you really like about these few?”
- “I see you’ve chosen a couple of quite diverse options there. What drew you to each of them?”
- “What don’t you like about these ones?”
I’m sure you get the idea by now. If you’re a designer or some who’s looking for a designer, give it a shot.
This approach may not work for or appeal to all designers and clients. But for me, it’s an important step in ‘getting to know you’ and building trust. After all, this could be just the first step of a long and successful journey for a client. Make it count.
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