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We started off by discussing how to convince clients of the value of design and ended up talking about how to use that skill to get work.

The value of design is driven by the fact that it is the input to a reproduction process. The problem with all reproduction processes is that they have the same weakness, "garbage in, garbage out."

Take the case of a client who has a corporate profile with a print budget of $50K, Clients tend to focus on the big ticket items when that is sometimes inappropriate. They reason, "if printing is 70% of the total budget, I should focus my attention on it otherwise the total budget will be wasted." However, when it comes to reproduction processes, this is incorrect reasoning. Attention still needs to be paid to the quality of the reproduction process, but not at the expense of the input quality, the design. Whether or not the communication is right they will still have to spend $50K getting it printed. And if the communication is not right, they will have wasted the entire budget.

This is a simple example to point out to your clients and one that you should use repeatedly. Use it to get your client to focus on getting the communication quality right, by working with you.

However, it is not always the client's fault. What I used to say to clients is that if you're going to spend money, you may as well spend it wisely or you probably shouldn't spend it at all. A lot of designers are fearful of saying this to their clients because they are more concerned about getting work and getting paid. This too is faulty logic - how much do you trust someone who took your money and ran, even when they knew it was against your interests? How likely is it that you would do repeat business with that person or recommend them to colleagues and friends?

A side benefit of being able to articulate the logic of good design and being honest is that clients will tend to respect and trust you. Since they are NOT designers, at some point they have to trust their designer to do the right thing, so if you happen to be a designer who has been able to inspire respect trust through a simple, no-cost conversation, your chances of landing that client are better.

"You are on the money Andrew. So to speak. Working with clients has its pitfalls. Sometimes their incessant input and "put this here", "move this there", results in a final design that doesn't work for starters, and is in fact not something you even want in your portfolio. The client needs to hAve a hand in the project. Don't allow them to becOme the hand in the project, or you will find yourself to be merely the pencil. Forget it. Tell them what they need and what you are definitely not prepared to do, in order to retain the integrity of the overall design. Within 2 meetings they start saying: "You decide, you're the designer". Home run!"

"Strong and honest arcticle, to be a resident in business, is rather better than being a tax collector.

Being honest, helpful and supportive to their business, is far more better than "just another business client who wants money in their pocket".

Good job!
Unfortunately I could do what you could do, if only the Employer could take upon my trust...

Ben"

"There are a few typo's; BUT, i love you and this section, article, whatever. Very well articulated. ONE OF THE FEW TRUE RESOURCES for designers!!!! THANKS!!!!!!"

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andrew@lam-po-tangcom