Logo designer David Gouveira is slow to judge the work of others because he knows there is always an untold story when working with clients. As a design professional, backing up your concepts with research and rationale helps clients select the strongest idea, and without it you run the risk of producing work you are not particularly proud of.
You can do all the research, all the sketching, all the conceptualizing of a disciplined army, truly bust your ass – and in the end you’re at the mercy of the client and their subjective nature. Anything can fall flat at a moment’s notice because they “don’t like a specific color” or “don’t like rounded corners.”
Gouveira says the key is to know how to sell your idea with research. For every color, shape and type decision – have a reason. If you have a rationale, “you can convince the client that not only is it right, but it’s the best choice and hits all the marks they set forth in their brief.”
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