Taking the lead on client projects
One of the biggest challenges can be balancing respect for a client’s vision for a project while taking the lead and using our expertise.
It can be tricky. Sometimes, a client feels so strongly about what they want, whereas our experience tells us that certain elements simply won’t work within their existing brand or aesthetics. Others don’t really know what they want and desperately need the proper guidance to get the project done.
In these instances, knowing how far to push can be hard. You want to give the client the best outcome, but you don’t want to overwhelm or alienate them. Ideally, finding that middle ground, building a positive relationship when you’re working together, and having the confidence to take the lead where it’s needed while listening to the client’s ideas can mean the difference between a successful project and a dent in your reputation.
While a good collaboration between the designer and the client is key, having the confidence to step in and offer advice and expertise to guide clients who are often unfamiliar with the design process instils confidence and makes for a much easier (and more enjoyable) working relationship.
A designer is more than just a contractor
I try to remember that when a client hires me, it’s not just as a contractor to carry out their ideas. What’s just as valuable is my experience—when a client hires a designer, they are not simply buying the final product; they’re looking for the benefit of a creative process, an ability to solve design problems, and years of training and experience.
While many clients have a rough idea of what they want, they often have little clue about how to get there. That’s when we, as designers, have to have the confidence to take the lead in the project and give them the necessary guidance.
In order to do that, we have to communicate the best way to move from ideation to completion, and we have to make it clear from the first meeting what the project will involve from both sides.
I find that once the client has expressed to me what their vision and goal is for the project, I’m then able to give my feedback and offer suggestions for how we can realise their ideas while interjecting my expertise and offering alternatives where things can be simplified or made more cohesive, whether that’s because I feel that their idea clashes with their existing brand identity, or the layout is too complex for the user to navigate, this is the stage where I need to pick up all of those potential problems and offer solutions.
What to do when the client is unfamiliar with the design process
This can be one of the biggest challenges—often, a client will have a clear idea of what they want but little concept of what it takes to get it. They may think something is just a five-minute job when it can take many hours.
I’ve come across this many times, and the key is to educate them and take some time to explain the steps involved and why we do it that way. Remember, as a designer, you are the expert, and part of the job is to help clients understand what is required to make their designs work.
There have been exceptions, but on the whole, I’ve struck up good relationships with most of the clients I’ve had, who I’ve been able to discuss things openly with, although occasionally, every designer will experience a client who insists on design choices that just don’t align with best practice – sometimes they want to use problematic images, or overcrowd the design with text, or use colours that just look odd against their branding. This can be tough because then you’re stuck between respecting their wishes and maintaining the integrity of your design.
It can be hard, but my advice is to speak up, be professional and find a way to avoid making the client feel like their ideas are being dismissed. Instead, explain the drawbacks and provide alternatives—maybe even give examples of past experience—to achieve the outcome they want.
It’s all about confidence
Taking the lead with a client isn’t about dominating the conversation; it’s about embracing your role as an expert, guiding with confidence, and ensuring the end product meets the project’s goals.
Remember: you have the skills and expertise to guide the process and create the right results. Don’t be afraid to take the reins, suggest bold ideas, and educate your clients along the way.