- Communication is the source of all good
and all evil on a project.
The process runs smoothly if the designer
is committed to communication,
but can go wrong when everyone stops talking.
This isn't simply an instance of requesting copy
or images and sending files,
this is about making everything clear
and keeping the client informed
and, hopefully, stress-free.
Years ago, a designer at a very large firm, now closed,
told me that they tried to make the process vague.
They named parts of the project like Phase 1,
research, something more oblique,
such as Testing Analysis of Investigated Data.
In theory, according to this designer,
the client would never know what they were talking about.
This made the entire process something hidden
that only they could do.
I understand the value of communicating
a designer's rare abilities,
but purposefully creating confusion leads to mistrust.
As we did with a proposal, communicating face-to-face
at the beginning of the project is invaluable.
It's hard to tell on the phone or via email
if someone is confused.
When he or she is sitting across from you
with a dumbfounded look,
you know it's time to clarify the meaning.
Contrary to the way many designers work,
I prefer to involve the client as much as possible
during a project.
At the onset, ask a client to lunch and ask questions.
Get to know what his or her personal motivations
are on a project.
It all boils down to personal relationships.
If you're the best designer on earth,
but your client hates you personally, they won't call again.
I had a client who explained her personal goal
on the project was to be promoted.
I used that information and praised her talents
to her CEO in every meeting.
The project went well, the result was a success,
and she was promoted, and hired me again for many years.
As I stated earlier, I like to do a weekly update,
if not more.
Each Friday, I send the client an update.
The copy arrived, design started on the logo,
we were looking at typography, etc.
I make sure the terms I use make sense
and explain something if I have the smallest inkling
that it might be confusing.
I don't talk about internal problems
or complain about anyone on a client side.
Keep it positive.
The point is to create a relationship built on trust.
That comes from the feeling
that you are being kept in the loop and it's team effort.