Working with clients in the field of graphic design is always a very touchy business. What if they don’t like what I create for them? Well, often they do, and sometimes they don’t, and then, you’ll have to start all over again. This is part of my profession, along with a great source of knowledge and experience. But the customer is always right, isn’t he?
A person paying for a new brochure, a new website or a new logo certainly has the right to decide on the looks of their products? But…..
I like purple, please use that instead.
I like bold fonts, please change the font.
I like pictures to have rounded corners, please change that.
I like the menu to be green, not blue, please.
I like the letters to be much bigger.
Of course, the customer has a right to have things the way he/she prefers.
But, the customer is never asked.
«What do you mean, you just said that….?
Ooooh! You mean that customer!»
Yes, the customer’s customer!
Who is IN FACT, who we are making this thing for… whatever it’s supposed to be.
If YOU LIKE purple, with big and bold fonts on a green background with rounded corners, but your customers get sick of how your visual communication looks, they will turn elsewhere to purchase! In other words, it is of no importance whatsoever what YOU like. It is not about you, it is about them.
Do you know your customers?
The people in your main target group, and what attracts them visually?
Maybe they do have your taste in graphics, and then again, maybe they don’t.
We have to find out.