22 Jan Reviewing Artwork with Your Customer in Mind
Few things make a designer cringe more than a client saying “these designs look great, I just want to show my spouse”. No, we don’t have anything against your spouse, cousin, mother, friend… but 9 times out of 10, they’re not your target audience. And 9 times out of 10, they’re going to skew your opinion is a way that’s not really helpful to the design process.
Your designer is creating solutions based on thorough conversations you’ve had about your customer, their likes and dislikes and your company’s approach. When you get artwork from your designer, there are a few things to keep in mind, to ensure you’re reviewing in a way that keeps you on track.
Remind yourself who your customer is
For some clients, their target audience is ingrained in their minds. They’ve carefully examined who they want to sell to and have made decisions with them in mind from the start. For others, the first time they considered their target market was when their designer posed the question. Start making it a habit to always keep your customer in mind moving forward.
Would your customers like this?
When you’re clear on who your target audience is, it’s easier to narrow down your design choices. If you’re still unclear, you might want to revisit your audience and really get a sense of what their likes and dislikes are.
Separate your personal preference from that of your customer
It’s very important that you like and approve of the artwork that’s being designed for you, whether that’s a logo, a website, a brochure or any other piece. You want to be proud of what you’re standing behind. That said, it’s just as important that your customer like and approve of it. Perhaps even more so. They’re the ones buying your products and services. You want to make sure that your design speaks to your audience, and leaves them feeling that you’re trustworthy, reliable and the right choice for their particular needs.
Not sure about a design decision? Ask!
If your designer provides a design solution that you’re not sure about, feel free to ask for more info. You should be able to communicate easily with your designer so you’re both on the same page at all times. Perhaps they have some new perspective that hadn’t crossed your mind, or perhaps there was some miscommunication up front that needs to be cleared up.
And if you’re getting a second opinion…
If you still feel you need help making a final decision and want your spouse, friend or family member’s opinion, be sure to clearly frame the audience you’re going for. Don’t just show the design solutions and ask “What do you think of these?”, make sure they know who you’re targeting. Be as clear and descriptive as possible. Explain the type of person this design should be attractive to and what your goals are for the design. This way they can put themselves in your customer’s shoes and comment accordingly, not based on their own personal preference.