What exactly is the difference between teal and turquoise? How about purple and violet? I’m sure there is an art school answer, but the point is - color is subjective. My teal could be my client’s turquoise.

At Serengeti, I work with clients on designing their home pages, emails, ad campaigns, and more. Since we all see the world differently – purple vs. violet - this can be tricky work. The more I can guide the creative design process…the better. Below are my rules for driving effective, productive design development:

• Ask clients to provide a list of sites they like and don’t like. Just like bringing a photo of Jennifer Aniston’s hair to your stylist when getting your hair cut; having real world examples to work from helps narrow the field of options for the designer. You can also use their list to manage expectations up front, illustrating why certain sites are successful and others aren’t.
• Always start with a comprehensive creative brief. This document gives the designer valuable background information and also makes the client explore what they truly want from the design, while also making them accountable. Be sure to clearly define the target audience and project goals.
• After reviewing the creative brief, move on to wireframes. By providing a wireframe prior to starting design, you can ensure that all key elements are accounted for. Some clients will have trouble visualizing with just a wireframe, but you’ll catch the most glaring omissions.
• Set the creative deadlines upfront and be generous with padding. Whatever delivery date the designer gives, add a day. This helps avoid disappointed clients.
• Some designers may disagree, but always ask for two mocks for every round of review. Providing multiple solutions to any problem allows the client to more easily define what they like and don’t like.
• Limit the number of revisions. Three or four is usually plenty. Otherwise, the design will die a death by a thousand cuts.
• Remember that you are the expert, as is the designer. Have an opinion and drive the client in the direction you want them to go. Do not allow them to just tear a design apart without also telling you what they like.

In the end, my purple may seem violet to my client, but at least when I follow my rules above - the end result is a strong design that we collaboratively agreed upon in a reasonable timeframe.

Filed under: Design & Development on Wednesday, April 30th, 2008 by Koren Henderson |
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