That was the title of a song that Deborah Kerr sang to a bunch of Siamese children in the King and I, but that's not what I'm talking about.
No, I'm talking about the relationship between client and designer. At TSDG, we always encourage clients to fill out a creative brief; after all, we need to know what they expect from their project. Not all clients do this, some prefer to let us know about their company and their goals for their project in a production meeting. That's fine too.
But can you imagine what it's like designing for a client who has given you NOTHING at all? Or at best, a few words? "We want it to look funky" or "We like a sophisticated look". Well, your idea of funky or sophisticated will probably be different to mine, and designer A will have another interpretation, designer B yet another, designer C another ...
So what is the solution to this problem? (Of course there is one!) We appreciate that not everyone can put things in words terribly well. So it's up to use to find out. The best way is to judge the client's reactions to a series of designs.
By showing the client three or four ideas, we can gauge which direction we should be heading in. This is fine but the client should be aware that the less information we have, the longer the project will take as the first step is to distill the client's tastes and expectations into a design brief we can work with.
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Why do we need to know?
Your reasons, our reasons
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