Five questions to ask “design shy” clients
October 24, 2008
When I go to the car dealership I’m often intimidated talking to the mechanics. Not because of anything they do, but because I don’t know anything about cars. I know what it feels and sounds like when my car is running well, and I know when something is off, but I’m always hard pressed to describe it, and I feel pretty foolish trying to duplicate the grinding sound I’m hearing when I turn left.
This often happens to my new clients when they’re talking to me about their design ideas. They don’t speak the lingo, and they feel awkward talking to someone who specializes in it. Of course, I don’t expect my clients to have a firm grasp of design principles or design terminology. Why would they need me if they do? I don’t even expect them to be able to verbalize what they’re looking for in their design. It’s my job to figure out what they like and dislike and to coax the design of their dreams out of their heads and onto the page or screen.
To this end, I will sometimes ask a series of questions seemingly unrelated to the design job at hand. Once you move someone out of “talking design” they often get more comfortable and are able to reveal what they really like. Here are some of my standards:
“What are your favorite magazines?”
This isn’t as straightforward as it seems, as people will often read magazines that they don’t particularly like the look of because they’re interested in the content. It gives you a general trend, though, and it can show what’s more important to the client — design or content.
“What color is the favorite room of your house?”
If distance permits, I always prefer to meet the client at her workplace so that I can get a feel for her style.
“If I looked in your closet, which three colors would I find the most of?”
“What kind of car do you drive? Do you think it suits you?”
“What are your three favorite websites?”
The answers to these questions provide a jumping off point to talk design, and often give me enough information to start on the first pass of a design. What do you think? If you answered these questions, would it give me a good idea of your design aesthic? Can you think of something else I should be asking?
I’m trying to figure out what to do with my stupid, stupid hair right now, and I think one of the problems I have with haircuts is that hairstylists look at my sensible mom-type clothing and think I want more mom-type hair than I do, when in fact I am hoping to have my hair lift me OUT of the mom-look cliché.
Which relates to your topic here in that maybe it makes sense to ask not only “What’s in your closet?” but “What do you WISH was in your closet?” or to get an idea to what extent your client is wanting/willing to stretch?
Comment by elizasmom — October 27, 2008 @ 12:03 pm
Good point elizasmom. However, having worked with you and known you for a long time, I know how much style you have. It’s probably hard for you to imagine, but some people REALLY don’t know what they want or like and feel intimidated to even discuss it.
Comment by Leslie Tane Design — October 29, 2008 @ 1:36 pm
I’m thinking that asking someone what buildings he/she likes would be a great source of info, not only do you get a sense of what colors he/she likes but also, what shapes ans styles.
Comment by Manuel R. Ciosici — November 3, 2008 @ 9:30 am
I agree, Manuel. Thanks for the great idea!
Comment by Leslie Tane Design — November 4, 2008 @ 10:02 am