How to deal with clients that have a hard time communicating their ideas

Non-designers are quick to think that the life of a freelance designer is a privileged one. That we have the freedom to work then we want and take time off on a whim. While some of this is partly true, it’s also true that us freelance designers are the only ones that deal with our clients. And that not all clients are exactly a walk in the park. Some client horror stories take away any shine from the “privileged” freelance lifestyle.

There are all types of design clients; good and bad. Bad ones seem to get the worst reputation though! Just have a scroll through Clients From Hell for some commiserating chuckles.

There is one type of client in particular which doesn’t necessarily need to be a bad one, it’s just that they don’t know how to talk “design talk.” This type of client can work with you just fine, or their project could become a horror show. It really depends on how you approach the communication situation with them from the start.

How to make sure things are clear from the start

The best and most failsafe way to make sure things are clear from the start is to have your client sign an agreement or contract where you outline everything they need to know. Obviously, you need to include aspects of the job like when and how you need to get paid and how to send the files you need to create their design. Since this article is about communication, let’s concentrate on that aspect.

The contract should include a clause in which you state the importance of a creative exercise to reach a common language. This is specially important if this is the first time you work with this client. After a couple of projects, if you and the client reach a good communication level then they will always want to send you work and you will love working for them.

The process of this exercise is explained below:

How to find a common language with your client

Before you even start a project with a client, you need to reach a common ground in terms of language and communication. If they are going to be using generic statements like “make it pop” or “make it more corporate / friendly / smart” then you are in for a confusing adventure with their project. Do you even know what “smart” or “friendly” means for them?

A great way to solve this problem is to do a creative exercise. This will help you decipher how they describe certain concepts and consequently, you can show them how you would interpret them. Some clients might not be interested in doing this exercise with you, especially if they don’t think of themselves as creative. You need to explain to them that it’s a valuable part of the process and that it will save hours of time for both of you in the future.

This exercise can be done in person or via skype or even via a vision board app like trello and even via Pinterest. You will get the best results if you can communicate directly via skype or phone call while looking at the elements together. If that isn’t possible, it can be done via written explanations but that is not the best option. Try do it live in any fashion.

The Common Design Language Exercise

Regardless of how you will meet your client for this exercise, you need to send them instructions and a deadline. This exercise is the first step after the contract is signed and before the project starts. If this is your first time, you will need to set up a vision board with some general images of different styles of design of different kinds of projects. Around 20 or so is ok. If you know that you will be creating business cards only, then use mostly business card examples. Remember to vary the possibilities. This is not what you will design for the client but just a way of knowing how they see things.

First, show the client a general view of all the designs as a board, Pinterest style is a good idea. Ask them to point out the designs that resonate with them and why. Make sure you listen to the words they use! Now ask them which designs they totally dislike and why. Also make sure to listen and take note of their words and comments.

After they have given you comments on the general board, then you can talk about their own design. You will be surprised at how much time you will save with first drafts.

Teaching your client to give feedback

When it’s time to ask your clients for feedback on their designs, make it easy for them by asking questions. Don’t leave it up to them to know how to give feedback. As far as I know there is no business course about giving designers feedback.

Good questions to ask are:

• How does this design make you feel? Why?
• What stands out to you more in the design?
• Do you feel like something might be missing?
• Do you trust me? Ask me anything, that’s why I’m here.

By having done the initial exercise, you will know exactly what their comments mean. If not exactly then you will have a very good idea.

Over to you

How do you communicate with difficult clients or clients that don’t know how to communicate well with you? Some of us have more patience than others and some clients are just the worst. But we can definitely try to prevent any bad communication if we do it right, from the beginning.