After a concept is initially presented, we move into an open and honest discussion about what’s working, as well as where there’s potential to grow. This is where the collaboration between us is kicked into overdrive.
You know your business, customers and industry inside and out and I know how to reflect the core value of your business to your customers using visuals. When reviewing your artwork is it best to try to view it through the eys of your audience.
It is vital to distingush between your own personal taste and whats most appealing to your ideal customer. So instead of commenting on the small details:
How does this concept showcase your brand’s voice and spirit? For example, they may be very welcoming and approachable. Or perhaps they’re refined and luxurious.
What aspects (type, color, illustration, etc.) of this design will your audience be drawn to and why?
Are there any aspects (type, color, illustration, etc.) of this design that do not fit with what your audience is drawn to? If so, why?
For example, if a client doesn’t believe a certain color is spot on, they have to be able to say why. Otherwise, we’re not learning anything and won’t be able to move forward with purpose.
The reason we don’t hop on the phone right away is because we’d rather discuss refinement once everyone has had some time to thoughtfully think things through. This means the clients have taken some time to carefully respond to our questions. And likewise, we’ve taken some time to carefully consider their response.
It would be a disservice to you if I didn’t impart my knowlege of industry standards