The Power of Client Collaboration in the Design Process.

Justin Jenkins Designs • June 16, 2020

Embrace Client Interaction and Honest Communication. 

I recently had a meeting with a client that told me that they enjoyed getting involved in the design process. It made them feel as though they were contributing to their design and it felt satisfying connecting with the design team during the process. After all, it was their initial idea that started the branding in motion, and it just seems natural to have them contribute ideas and endless feedback. This made complete sense to me as a designer. This is not to say that designers out there dont get clients involved, but how far do they actually go to make sure the client has a completely open arena for honest expression? 

To answer that question and many more , we need to analyze the designers attitude from the start. Sometimes as designers, we get so caught up in taking over and trying to create that perfect image for clients, that we end up leaving out the client entirely. This is where designers lose sight of an important part of the client / designer "collaboration." Blinded by their confidence and allowing the design to rest solely on their skilled shoulders, they forge ahead through phase after phase, hearing feedback, but ultimately relying on their own instincts to see the design home. Shutting the door on a client once the process has started through minimal meetings and quick reviews does an injustice to the client. Rather than allowing the client to comfortably express the full extent of their opinion and viewpoints, designers sometimes shut out the feedback and continue to plod along convinced the end result will connect with the client. Sometimes this works and they hit a home run. Many times, they look back after endless mockup phases and wonder why its taking so long. Is this really that bad? How come I cant connect the ideas to the result? Did I miss something? Endless questions circle the mind. The truth is, the most powerful question of all is: What does my client think? This translates to listening carefully, being open to any criticism (large or small), and allowing the client to feel at home in their reviews. A lot is at stake here - It's their future and the face of their company or the packaging for their product(s)! The lesson here as designers is to never think we are so talented and experienced that the idea or feedback from a client cant be worth their weight in gold. We should never lose sight of the fact that is their design and ultimately they have the last say in the process.

A few essential things that we all need to implement during the design process to strengthen the designer / client collaboration:

1. Allow Honest Communication From The Client.

Make the client feel at home with you and your team. Openly express to them that you welcome their input as much as possible throughout the design process. Never make them feel that they are inferior or uncomfortable. They hired you and trust you. In short, they have complete faith in your abilities, but want freedom to give their own ideas and input. This is their future and design in the end. 

2. Keep The Channels of Communication Open.

Give your clients direct access to you or a team member on a daily basis. Provide timely responses through all communication channels and maintain a positive and open attitude for all back and forth ideas! Embrace the clients input and flexibility, while providing concrete reasons why or why not a design element works, etc. Giving them a sense of worth throughout the process empowers them with a connection to not only the design, but with you and your team. Ultimately, it is the designer who explains the reasons behind design decisions and why it will enhance the clients brand. They want to sail with us on the design journey, but we are ultimately the captain(s) guiding them safely and confidently to shore.

3. Update them Often.

Giving your clients daily feedback on your ideas keeps them up to date on the process and what you are thinking. It also allows creative interactions between your solutions for them and how they respond to the ideas. Its easy to limit collaborations during design, especially considering many creatives need time to think and work. Quiet reflection and analysis without too many distractions can lead to creative breakthroughs. This works well in all creative arenas, but when a client is involved and has hired your creativity, they need to understand and connect with your ideas and process. Unlike paintings or drawing, designing can be a team effort that usually involves a client or clients on the other end of the creative inspiration. 

4. Conclusion.

Our clients are the backbone of our success. They come to us because they believe in us. They do their homework, research, and eventually have to choose a designer to see their vision through to reality. We as designers owe them time and ears to listen throughout the creative process. Without their constant input and feedback, the project could become derailed and lose its effectiveness. Yes, we are designers because we know how to create designs with impact that benefit our clients in a big way. But without the clients mental process and what they are thinking about their brand idea, etc., the project would be missing a very critical component. I find the process as rewarding as the final result. I learn from my clients and they learn from me. 

Weekly Blog Post by Founder and Head Designer Justin Jenkins 
Justin Jenkins Designs
justinjenkinsdesigns.net


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