As I’ve talked to other designers and creatives about difficulties with clients (let’s face it: it’s what we do every time we get together), somewhere along the line I realized that many of the problems we face are easily remedied with a simple change in mindset.
So, if you are someone who works with creatives (designers, animators, video producers, writers, etc), here’s a little tip from our side of the fence – and if you’re the creative, try relaying this to your clients. I whole-heartedly believe that this single sentence can vastly improve your experiences:
Creatives are, at the core, problem solvers – so treat them as such.
Early in art school, I learned this simple truth from one of my professors: “As a designer, you must be a good problem solver.” It may seem like art & design is no more than making pretty pictures, but the reality is that every project we approach is, essentially, a series of specific problems that must be solved. Each problem contains a vast number of variables. Some are big picture variables (such as the goal, or the target audience), while others are more detail-based (such as paper size or running time).
An experienced creative knows this and finds an answer to all of the problems in a single solution. Often, the result is as delicately balanced as a house of cards. Each element is placed for a specific reason with numerous variables in mind. As the client, it’s easy to look at a finished piece and decide to make “a few tweaks,” without realizing that your specific requests may cause the whole balance to come crashing down.
So, how can you apply this idea? Here is my best advice:
Structure your feedback in the form of a problem, not a solution.
This is big. It’s the magic fairy dust that can make everything better. When changes need to be made, one sure way to hinder the process is to format the feedback incorrectly. When that first proof arrives, it’s natural to spot a problem and then try to fix it. Unfortunately, that’s the wrong response.
You’re paying a creative to solve the problem for you; so, for the sake of your project, let them solve it. They (should) have the knowledge and experience that qualifies them to find the best solution. They also know why they’ve strategically placed every wall in your house of cards, so they know which walls need to stay and which ones can go.
So, instead of “make that blue,” your response should be “we don’t think that color works.” Instead of “make this bigger,” try “this isn’t prominent enough.” It’s a subtle shift, but it frees your designer to do what he or she does best. Otherwise, you limit their ability to give you the best solution, and make their job harder by forcing them to fit a square-shaped request into a round hole.
So, try it next time. Even if you’re no stranger to working with creatives, you might improve something. And, creatives, don’t forget to treat yourself as your clients’ problem solver, either. That’s your job.
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