Design work, especially logo design, is never safe from revision . . . even if the designer believes they’ve nailed the design and has no doubt that the client will also love the design. This is a farce and it’s important that graphic designers, or any other types of designers who are creating something visual for a client, are prepared to receive negative feedback.
It’s very important that there is abundant communication between designer and client before the production begins.
A healthy understanding of the client’s wants and needs is vital to a successful first run at producing any sort of design work, especially because design is subjective and everyone has a different view of the final product. This is also why it’s crucial that the designer has a reason for every design decision he or she makes, so that they can relay those reasons to the client, giving the client the best possible understanding of why you did what you did. As I like to say, the client doesn’t usually know what they want until they see what they don’t want.
Giving the client visual stimulation can help route out any ideas that they definitely don’t want incorporated into the design, which more often than not, are the client’s ideas!
With enough pre-project work and research done, you’ll hopefully be able to come up with a first-draft design that is within the direction that the client wants. Unless the client falls in love at first sight, you’ll be doing revisions. It’s important that the revision process is efficient and mitigated in a way that keeps the whole process moving forward.
Laying out some rules for revisions will help this process stay on track and keep everyone focused.
For example, only having one major revision and a few minor revisions allowed will keep the client focused on the chosen direction and keep scope creep (extra work) at a minimum. Ideally, the end goal is to have a design product that both the client and designer can agree on that fits the vision of the business or company. With clear communication, good design can survive!
One of the biggest factors in gaining your client’s trust is showing them that you really do know what you’re doing and you really do know what you’re talking about.
Always have research and knowledge to back up everything that you say and do. The client wants to be confident in your expertise and if they ask questions that you don’t have answers to, you’ll create a rift of doubt and insecurity that could affect the rest of the project.
I believe that you should always design with a purpose.
Always have a reason for everything that you do and communicate those things to the client so that they understand every single aspect of your design. These are simple things to remember, but as Dr. Malcolm might say, “Your designer was so preoccupied with whether they could, they didn’t stop to think if they should.”