10 Things I Know About ... Designing For Business Clients
Esposito
10. ART AND DESIGN HAVE DIFFERENT MEANINGS.
The luxury of art is that it doesn't need to do anything; it can exist for itself. In other words, art is for art's sake. A good, smart design that sells needs to solve a real-world problem.
9. SOLVING PROBLEMS IS KEY.
Every client has different challenges, such as branding and awareness needs, ease-of-use requirements and budget constraints. The design needs to solve these problems, plus myriad others, to truly be the correct solution.
8. EARS ARE SEXY.
Good designers listen to what the client is saying and how it's said, to understand what they must do to make the project successful.
7. DESIGNING FOR DISTINCTION.
Where's your meaningful story? If your designer's solution and your competition's are equally beautiful, what makes yours better? What are the compelling, data-driven benefits to your solution?
6. PERSONAL APPEARANCE COUNTS.
Clients know designers often march to a different tune (as creative people, they should). But neon pigtails and a forehead tattoo could distract from brilliant work. Your designer must project competence and professionalism to be trusted to represent your client.
5. IT'S NOT YOU, IT'S ME.
The designers become the client by absorbing the brand, understanding what differentiates your clients and their products, and strategizing on how to communicate them.
4. STAY WITHIN FINANCIAL LIMITS.
Respect the client's budget. Setting your client up to fall in love with an idea that's out of their reach proves you and your designer aren't listening.
3. RAPPORT WITH THE CLIENT HELPS.
The closer your designer connects with your client, the more successful the project outcome.
2. FINDING THE RIGHT SOLUTION.
Solving real-world problems with design does not prevent the final project from looking like a work of art. When the two collide, your clients shine, your designer feels worthy and you win repeat business.
1. BRINGING SEXY BACK.
And yes, the problem-solving, smart design your client receives had better be gorgeous. That's a given.
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Dana Esposito is creative director at Elevation Exhibits & Events in Shrewsbury.
Contact her at desposito@elevationee.com.
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