Designing for Clients (Not Designers)

Often those in the graphic design industry, even designers themselves, think that a designer's job is only to design—to create a design that visually communicates the brand strategy and is well-received by the client. It seems to be on target, but think again.

The Designer/Client Roles

It is fundamentally important that a graphic designer creates good design. However, as a creative authority on a project, it is also important that a designer creates smart design. The client's responsibility is to identify the key uses for the designed piece, such as the type of printing or technical specifications. It is the graphic designer's responsibility then to consider these important factors as they create the design execution. From there, the client can expect everything to come out right—and rightfully so.

If the designer doesn't take the time to do this, who will? Assuming the agency involved has at least an adequate quality assurance process, the Creative Director, Account Manager, or Production Manager will likely catch any issues. However, a designer that relies too much on these QA procedures will develop a reputation for oversight and overall lack of attention to detail.

What does the designer control?

There are a multitude of factors that can be controlled during the design and prepress process that will greatly improve the real world usability of a design. These rules obviously vary for print and Web design, and it is important to learn them for both media.

It is equally important to realize that designer rarely get everything they want. Sometimes visual perfection is not possible. There are always compromises to be made, and a smart designer knows how to carefully weigh each factor and make an educated decision that benefits the design.

The Designer/Client Relationship

The key is that designers need to understand the nuances of working with clients. Clients can be demanding, but it's their budgets that are being spent and, ultimately, their jobs on the line if the marketing initiative fails. Clients hire designers for a reason—expertise in applying quality design and production in a way that can achieve their goals for the initiative within their budget. Understanding that fact is key in a designer's career growth and development.