We have all received the request at one time or another. I want you to have a look at this site (insert link here), I want you to make me a site that looks like that. Literally.
That is an extreme example but think about it for a second, the client now has a very real picture of what they would like the end result to “look” like before we have even taken the time to discuss what it is that they would like the end result to accomplish.
Eye candy is a wonderful thing but once the initial thrill wears off the end product still needs to function, make sense and produce results.
My question is how do you lead your client to initially look past these aesthetic ideas and focus in on the important pieces that are going to make up the completed puzzle. To Put it simply, how do you get the client to stop seeing that “buy me” button with the red gradient they would so like you to include and start seeing that “buy me” button as the gateway to selling their product or service?
This infatuation with a certain aesthetic begins somewhere. Example: A client happens to follow a few designers on Twitter. Via his twitter stream he learns of the plethora of web design showcases which capture “the best of the best” in web design today. A half hour or so later he has taken the time to look at four or five examples of what is good web design and has thus formed a very solid opinion of what their site must look like in order to be successful and well designed.
The problem for me is not that they have taken the time to do some research or the fact that they have forwarded some examples of what they like. In fact I welcome that, it gives me a better understanding of where they are coming from and what they more than likely expect their completed product to resemble.
No that’s not the problem it is only the beginning. The real issue lies in the fact that they now have this picture in their mind of what a good web design must look like in order for it to be successful. To wow their colleagues and why not even show up along side some of those galleries. So they go about making requests for gradients here or this button here etc. This is where we run into an issue. Although they make these requests they have not necessarily taken the time to think about why it makes sense for their own application.
And why not, in most cases we are going to see the fresh coat of paint on the outside before we so the beautiful layout of the home on the inside. When they happen on a site that they like they see the aesthetics of the design, they merely use the design in a functional sense. Let me explain. A client of your happens upon a site that they fall in love with, the aesthetics of it are no doubt very pleasing to the eye. The dive in and start navigating around the site but they are not paying attention to where or why they clicked that first link they did. (These are the things that you pay attention to when examining a site, right?) To them it just made sense it was a step taken with little thought. What they don’t realize is that the creator of this website designed it that way, they prompted you to click that link through good design.
So how do we combat this obsession that your client now has with the way their site should look as opposed to the way their site should function which is after all what is going to sell their product or land those clients. Personally I think the solution is fairly easy, challenge their request and ask why.
The next time a client comes to you and says I really like these red gradient buttons on this site I definitely want some of those on my site simply start the conversation by asking them why. Why do you feel that this is going to work best for you website, what is the purpose of your request.
Please note that I am not advocating that as a designer it is your given right to disagree with every suggestion that a client makes. In fact quite the opposite, I believe very strongly in full and open communication with the client throughout the life of the project. I also believe that suggestions from your client be examined because after all your client should know their consumer base quite a bit better than yourself. They will in some instances have a better feel for what will and will not work but simply do not know how to translate that to the web/print etc.
At the same time, do not be afraid to ask your client why and then follow with your own professional guidance if a request is made. Especially if that request seems to have no real value behind it. After all this is what the client came to your and is paying you for. Now if you are in the situation where your client does not respect or even want to consider your professional opinion, then you have an entirely different set of issues you may need to address.
I will be honest I was somewhat hesitant to follow my own advice especially in the first few months of working solo. I was worried that in doing so that I may upset or worse yet lose a client if I where to question their request. However I eventually realized that this is a very important part of my job and have found that if handled professionally, 9 times out of 10 not only will your client react well to this but they will be extremely appreciative.
You have to remember and in most cases convince yourself that if the client could do this themselves then they would not have contacted you in the first place.
The Key is to handle this in a professional manner, raise the question, address the issue and offer your professional advice or solution. You have to remember that unfortunately some clients are coming into this relationship under that assumption that as a “designer” you may be both arrogant and quirky. You also have to remember that as a business owner, CEO or whomever your contact may be, that they may not be entirely receptive to taking direction from someone they may see as just another hired hand.
In the end your willingness to question and advise throughout the entire process will get you one step closer to producing a professional, beautiful end product that you are proud of. A product that will please your client and produce the desired results.
What are your thoughts? How do you work with your clients to encourage focusing on the important?