“I’m at a point in my design practice where I don’t want to waste time presenting more than one logo proposal. I feel confident enough to say that after weeks of working on a logo and applying a carefully tested method I don’t need to present two or three proposals. Instead I can fine tune the one I’m working on. Do you present your clients with more than one option?”
A good question sent in by Rome-based designer Sonia Gazzelloni.
I give a client three or four very different ideas, but I’ll explain the ideas in words rather than images. The client can then visualise each direction without getting distracted by details I select at a later stage, such as colour and typography. Once the client agrees on the most appropriate direction, I’ll create mockups and prepare a presentation.
Explaining ideas in words (and sometimes rough sketches) is much faster than using Photoshop and Illustrator, so the strongest idea gets developed sooner, without wasting time elsewhere.
How many options do you give your clients?
Also relevant is another on davidairey.com: The ideal design process? Where I quoted Michael Johnson of johnson banks: “The best three options are presented (one safe, one adventurous, one scary — from a client perspective), a direction is chosen, developed, then signed off.”
Top image by Giuseppe Salerno