The most invisible aspect of any design job is your
client’s desires. At CommuniTech, we’ve heard often
from New Media designers that their clients “don’t
know what they want.” In our experience, that’s never
the case. Part of the process of making the connection
is pulling that often seemingly invisible desire out of
the space between what the client says and what
designers hear.
A common mistake of designers is thinking of themselves
only as visual communicators. We’re fortunate
to speak the visual language fluently, yet we also
need to translate literal and thematic messages.
Designers need to ask questions and listen, because
the communication between the creative team and the
client is key to a project’s success.
CommuniTech has adopted a five-step process that
allows us to effectively identify, clarify, and leverage
a project’s development:
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In “tuning in” to the client, you must see them
as collaborators. After all, no one knows a product
or brand better than those most devoted to it.
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As a designer, it’s easy to feel that the more “corporate” the
setting, the easier it is to think of yourself as the only creative
person in the room. But as you start discussing the project at
hand, ask your clients for their ideas and really listen to them.
Uniting people with the single goal always makes for the best
design.
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A concept is simply an idea. The designer’s job is to visually
explain that idea. Involving the client is a fundamental part
of creating a successful design. The client needs to like what
the designer has developed, and they can also give valuable insights
into their company that could hugely influence the concept.
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In New Media design, we’re always reckoning with limitations;
low-bandwidth connections, restrictive color palettes, ever-changing
browsers, and the exact science of usability. It forces us to
constantly bear in mind that our designs not only must meet visual
goals, but they must also work.
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Justifying as we work is as important as justifying the end
result. It saves time, money, and energy for future projects.
When CommuniTech works with clients, justifying is simply a matter
of communicating with co-creatives and remaining open to their
comments. A fresh set of eyes can often identify unnecessary elements
instantly.
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For more information on CommuniTech’s
leading-edge designs, contact us at 412.221.4550 or visit
mktgcommunications.com.
