Dear Client by Bonnie Siegler

Author:Bonnie Siegler
Language: eng
Format: epub
Publisher: Artisan
Published: 2018-01-18T20:22:47+00:00

Be a Fair Judge

No. 34

Sometimes, when given the role of design critic, especially for the first time, people think that criticism is required. And sometimes it is. But please keep in mind that your main goal is to collaborate with the creative to make the work better and not to be critical for the sake of it. To that end:

Don’t be hypercritical to get your money’s worth. Some clients will give lots of notes even when they love everything. You need only relate actual concerns, because if you think the work is terrific, you’ve already gotten your money’s worth.

Don’t worry about the work solving absolutely everything (it never will). This often surfaces when designing logos. Consider a successful company that’s always had branding that is neither offensive nor communicative. They grow big enough to hire a professional designer to create a real identity. When judging the new logo—despite approval from everyone in the room—there is suddenly concern about whether it accomplishes everything. The goal is to solve the most important objectives, and then let time and successful business stewardship imbue the brand—and the logo—with everything else.

Don’t doubt your opinion. Be brave and go with your gut—you know your company, the project, and, most important, what you do and don’t like. For one thing, you have no choice. You’re the final judge. Of course, if you can’t commit to one direction at this particular moment, say that. The creatives spent a lot of time thinking and tinkering, so it’s understandable if you need more space to consider all the angles.

A smart client once told me, “I like the first idea right now, but I think I’ll like the second idea tomorrow, so let’s go with that one.”

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