Several years ago I learned a very valuable lesson about how an innocuous and common gesture all creatives deal with, can dramatically change an entire concept. Now that that weighty and boring introductory sentence is out of the way, let me tell you a story.
I was creating concepts for a client who is very talented, smart, and respected. She held a significant position in management where I work and had impeccable taste, especially when it came to design. She was genuinely invested in the work I was helping her to produce and we worked very well together. I was really proud of the final concept I had done for her which I have to admit was a truly collaborative effort. I was excited for it to go into final production when on my way out of her office she uttered a very common phrase I hear many clients say, “I just want to show it to a few people first to get their opinion.”
Sure, no problem. All designers have heard this and usually it results in either a few changes or the client deciding they’re not interested in others opinions and just moving forward. This time things hit a little differently though. For starters, my client had a real eye for what she wanted and worked very hard with me to attain that aesthetic. She was also a trend setter herself who exuded class, grace, and style. The only reason she even needed me was because she didn’t have access to Adobe Creative Suite. We created something perfect for her needs. Naturally I assumed this was a courtesy she was extending to her colleagues and little, if anything, would change.
A few days later, she came back to me with a long list of notes; things her peers suggested and boy was it a tedious list. What bothered me was her commitment to making these changes, not because she believed in any of them, but out of professional courtesy to her coworkers. None of these changes made any logical sense (change the font color to a slightly darker blue, move this text box a quarter inch up, make the logo 5% smaller, etc.) That’s when I recognized the big problem: A smart and successful person asked someone their opinion and they then felt obligated to give one. As I mentioned before, this particular client was a very prominent person and everyone felt special when they got to interact with her. The changes they suggested reflect that as they were inconsequential and insignificant. Having been able to work so closely with her though, I definitely understood the excitement those people felt at the chance to be a part of her project. “She wants my opinion?! Wow! I must be important!”
Don’t get me wrong, it can be hard to get a proper perspective on something you’re working on, especially if it’s your pet project or you’ve been working on it for an extended period of time and have tunnel vision. Another set of eyes can be crucial. What needs to be considered is the validity of those changes and opinions. Do they bring about substantive change or does someone just like hearing themselves talk? Since this interaction, I always reflect on that when a fellow designer or illustrator asks my opinion. First and foremost, I consider what I would have done and how in line with their concept that idea fits. Then I consider their past works and how those align with their current concept. Then I take my own feelings, tastes, and methods into account and decide how and if they align with this concept. It’s a long thought out way to actually consider if
I have strong feelings about anything related to the concept one way or another
If I have any past experience with the design aesthetic, client, designer, or subject matter and how it might affect my opinion on it
And if any immediate changes I would personally make would have any purposeful impact on the other designers concept or is simply my own personal tastes vs. what I know of theirs
9 out of 10 times I come to the conclusion that my own opinions are simply reflective of my own taste and don’t necessarily impact the message or overall aesthetic of the concept. In other words, my opinion might just be a suggestion for a whole new concept rather than changes to what’s already been done. So despite being quite fond of my own voice, I have to objectively say I have no opinion and that it looks fine. Of course different associates will get different responses depending on how well I know them, but I think that when it comes to getting feedback, it’s important those being asked be honest with themselves as well as the client and recognize that sometimes not having an opinion is just as valid as having one.
TL;DR Just because someone asks you what you think does not mean you have to create a whole new set of values so you sound important.
This can most likely be extended to all areas of life, but the bottom line is this: if you commission someone to do work for you and you really like it, trust your gut. Now if you really don’t know and want honest feedback, trust your designer. You didn’t hire them just for their access to design software.
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