Think Like A Design Client - RD293

<p class="p1">It’s so easy to get caught up in what we do, be that logo design, vehicle wraps, websites, trade show booths; you name it. We forget that our clients don’t live in the same world as we do. Our clients don’t see the world through a designer’s eye.</p> <p class="p1">When they look at a billboard, they see the message. When a designer looks at a billboard, not only do we take in the content and message. But we also take in the layout, the hierarchy, the use of negative space and the colour pallet. We note what fonts are used and what imagery they chose to relay their message.</p> <p class="p1">When we see something that isn’t kerned correctly, we feel the need to point it out.</p> <p class="p1">We feel almost obliged to mention every stock image we recognize out in the wild. <span class= "Apple-converted-space">"</span>See that photo of that happy family in that car insurance ad? I saw that exact photo on <a href= "https://resourcefuldesigner.com/depositphotos" target="_blank" rel="noopener">Depositphotos</a>."</p> <p class="p1">And we stop to admire displays, posters, cards and everything else we think is well designed. After all, when you see something that you feel is well designed, don’t you secretly start cataloging pieces of it away in your mind so you can “borrow” the idea for something you create in the future?</p> <p class="p1">As designers, our brains are just wired that way. We see the world through a designer’s eye. But sometimes, we forget that non-designers don’t see the world the way we do.</p> <p class="p1">My wife has perfected the eye roll she uses whenever I start talking design about something I see. Sometimes she’ll feign interest, but I know that she doesn’t care that the line spacing on the restaurant’s menu is too tight. She just doesn’t get it because she’s not a designer.</p> <p class="p1">But neither are our clients. That’s why they hire us for their projects. And sometimes, it’s easy to forget that they don’t have the same knowledge as us, nor the same interests. And they vi