I don't want to look like a tit.

June 17, 2021.
An illustration of a blue tit perched on a branch.
Calming anxieties around the creative process.
Some tips for navigating ambiguity.

A throwaway comment at the start of a negotiation shows the fear of buying services outside of your comfort zone.

This person had oodles of experience in the banking sector but admitted creative work was a blind spot. However, it can be challenging for designers to build trust when the process is ambiguous.

How much for a logo?

Nearly all of my work comes from client referrals. The effort undertaken will remain a mystery until the conversation about how much the work cost begins. People are more interested in outcomes than processes. So you have to flip that.

Don't ask me. I'm just the expert.

Get comfortable with not giving immediate answers. If you offer thoughts before asking any questions, it’s a big red flag. Brand work is a business strategy, so you should discuss business goals first.

‘I have no idea’ is the perfect start to that conversation.

He's making it up as he goes along.

No process can fit every project perfectly. You have to be able to adapt. This could be down to budget, time constraints, or legacy work. Doggedly sticking to your way of doing things can be counterproductive.

The first and foremost objective is defining what the business offers and what the customer needs, then bridging that gap creatively.

This is how you ensure what you do is relevant and effective.

Taking subjectivity out of design.

Everyone has an opinion on how something should look.

If you can point to something meaningful with every design choice you make during the brand process, it becomes less about personal taste.

“My sister’s daughter’s boyfriend is a designer. He thinks it should be blue.”

A collage of multiple homepages using the same colour scheme.
The sector chose blue
The colour conversation happens early, and a quick and easy visual comparison can help.
A collage of the top-twenty brands popular with millennials.
The customers do not
The people that matter are your customers. So if you can gauge what they like, it’s a good start.

Don't forget to test it.

Try it out on people and ask them what they think. Be prepared to fix things you didn't foresee. I keep this little beauty framed on my wall to remind me.

A image of a box frame containing coloured pencils.

More thoughts on this

Designers need to have a sales process in place. It will save you a ton of time and heartache. If you’d like to know mine, I’d happily share it.