I have been thinking about this question for the last couple of weeks. I have been working with a client who has a rather limited exposure to the world of design other than some interaction with a freelancer (who works within MS publisher) that, from what I can tell has had no actual training. Without getting into too many details, the client is blissfully unaware of how to work with a vendor in a typical or even ideal manner. At one point things had spun horribly out of control with the client rejecting every comp we presented with no justification other than they were not bright enough and the logo needed to be at least two times bigger. There were far more issues than this that I would not like to get into here, however at this point every bone in my body was screaming run, run as fast as you can and let someone else (anyone else) tackle this mess.
What I am getting at and what I have been struggling with is the question of whether we as designers should spend time educating these clients. In my research of some solution to this question, I have found two distinct opinions on the circumstance.
- We have a responsibility to solve our client’s needs even when they themselves do not realize what those needs are.
- These clients will only be a drag on our creativity and force us to produce a piece unworthy of our portfolio and will churn up endless hours of nonsensical revisions, so we should fire them as soon as possible.
Which is the correct way to look at it? Or is either way right?
I originally was in favor of the second train of though, as I find it difficult to absorb design critiques that come with absolutely no justification or experience to back them. This is something I am very aware of and working to fix in order to progress as a professional, however am I wrong to object to these critiques? In some respects I do not think so. Some people would call it elitist to think that the client’s comments are not worthy of consideration, however in all honesty these people have no experience with design what so ever. Would you let just anyone give you medical advice, or maybe approach a specialist like a doctor?
I now however have opened up to the idea that maybe educating a client can serve a purpose. If no one takes the time to educate the client then who will? Also, is this an opportunity to sell in your services even further by leading them in the right direction? This way of thinking sounds very speculative, but I think that depending on the client it may not be a bad choice to spend some time educating them if you feel it could lead to business that would be better in the future. I do know that I would draw the line at compromising the quality of my work or crumpling under the weight of their demands and becoming a “yes” man.
My reaction to the question at this point is basically one of uncertainty. I really do not know. The education route does feel very speculative and risky to me. I much rather would pursue the ideal situation with a client who instantly values my services, but at this point I am willing to test the waters and see what I can accomplish.
This is where I open it up to you the readers. Now that you know my situation what have your past experiences taught you?
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February 12th, 2008 at 12:41 pm
I think we as designers have a responsibility to explain why our choices were made, if we can get a client to understand those choices, and accept the limitations of the medium, then we have a responsibility to execute on the vision which we create with the client.
This is the point most designers miss. In most cases, design is a collaborative process. Like any good collaboration, if there is no chemistry, then we cannot collaborate. If the visions are totally disparate, then we cannot collaborate.
With that said, there are times where a client doesn’t want to collaborate, they want to do it all themselves, and they think that their little cousin Johnny could have done this in his room with his hacked copy of Photoshop and his five year old copy of Front Page.
Those clients should be run from as fast as your legs will carry you.
February 12th, 2008 at 1:04 pm
I think it entirely depends on the type of client. You may get someone who doesn’t want to know, you can try to explain your reasons to them, and the moment you know they don’t care then just drop it - and go along with their decisions, because no ammount of explaining will help people like this.
On the other hand you might have decent clients, who have an open mind and really apreciate you and your opintions, and your design choices and would like to hear about them.
February 12th, 2008 at 1:08 pm
Ah well! I prefer to discuss things with the client - ‘education’ might be an offensive word for most clients but all of them will listen to the designer if the designer makes it persuasively clear that he / she is on the client’s side - that he / she wants the client’s business to do well and hence personal opinions - whether of the client or the designer might not be the best way to move forward on a logo-design engagement for example. What does the creative brief say? Who is the target audience? Personally, I prefer to invest in a client who is less ‘educated’ - if I am successful in sharing my own education with them, I’d have won over a client who would probably want to work only with me because they can see I invested time in something that was never mine to start with - it was and still does belong to the client and their business.
February 12th, 2008 at 6:56 pm
My good clients saw me as a consultant.
My bad clients saw me as an employee.
A consultant has recognized expertise and is expected to deliver change.
An employee is a limb of the employer and is expected to follow an existing (even if poorly-conceived) decision structure.
Changing this fundamental attitude is key to bringing a ‘bad’ client around… I’ve never tried, to be honest. I’ve simply viewed the revision hours billing as Idiot Tax.
February 12th, 2008 at 7:39 pm
@ Logan,
I am very aware of the “Idiot Tax” that you are referring to. I have used it a number of times as well, however I end up feeling somewhat guilty in the end for doing so. I know that it is justified in the long run though, due to the extra amount of time that is necessary to accommodate these types of clients.
I personally try to stress the “team member” ideal to clients. If at any point the partnership has shifted to a position where I am no longer a member of the team, but rather a hired lackey then the partnership has run its course in my mind. In most cases this has usually happens after the project is complete, but I have fired a client mid job before because of this.
@ Everyone,
Thank you everyone for the great responses so far, they have really helped reassure the feeling that I already had. The discussion has also inspired me to write an article about how to fire a client. While it is never an ideal solution to be in, it is one that is probably not handled the well in most cases. I have added it to my list of articles to write, so hopefully I will get around to it in the near future.
February 13th, 2008 at 1:07 am
Educating a client is a delicate matter imho.
Most clients do not appreciate being pointed towards their lack of knowledge. And most of the time, they don’t even care… they have a certain image in their heads about what their logo should be like. All they need you (the designer) for, is to “pull” that image out of their head and make a “pretty picture”.
I’ve had 2 cases where a client felt that we were looking down on them for their lack of knowledge about the designworld. And we were treating them like the most delicate creatures that they are. Not downtalking on them, but instead carefully and politely attempting to educate them on the whole thing.
One client however, was very suprised about all the work that goes into designing a logo. He actually learned a few things and was very appreciative about us wanting to take the time to show them why a design costs what it does, and why creating a proper logo takes time.
So if you decide to try and educate them a little, be carefull… not all clients appreciate it. They want you to make a pretty picture, and shut up about all else ;)