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How To Convince The Client That Your Design Is Perfect

As designers who deal with clients, we all have to face one situation, no matter how difficult and uncomfortable, and that is guiding the client to accept that your design is perfect. Now, you already have the project, so this is not a matter of convincing them to pick you for the job. This is about getting them to see that your design satisfies their requirements and contains everything they want.

We all have to take on this role of virtual tour guide and lead them through the project’s twists and turns, ensuring that the best interests of the client and website are served. [Links checked March/03/2017]

We have to be the lighthouse, guiding the clients to shore. (Image credit2)

In the end, the final decision falls to the client, but there are times — and most of us have experienced them — when the client’s lack of expertise in the field affect the quality of the design. In such times, we have a responsibility to do everything in our power to convince the client that the design is perfect as it is.

And that any further alteration would impair the website’s ability to communicate everything it needs to. This confrontation is not welcome by either party, but it is certainly necessary.

Further Reading on SmashingMag: Link

Many designers want to avoid conflict and, as a result, cave to their clients at the slightest sign of disagreement, rather than spend time trying to convince them that they stand on the right side of the design decision. This is often a mistake and does not serve the design, which should be the paramount consideration. We owe it to our creative work to argue for whatever serves the design beyond all else, even though the client is footing the bill. We may end up having to give in to the client, but at least we tried.

Below is an overview of some tips and techniques you can employ when you find yourself butting heads with a client. These approaches might work individually or in combination, but they all at least offer a launching point to help you put your best foot forward and lead the client exactly where they need to go.

Confidence Is King Link

Whatever the context, in every interaction with both potential and working clients, you want to present yourself confidently. This will make interactions with the client smoother and discourage them from challenging you. This is not a surefire recipe to get clients to comply — far from it. But the more confident we are in our abilities and skills, the less likely we will allow ourselves to get pushed around on a design decision. Some clients — not all — will pounce at the slightest whiff of uncertainty.

Just as the slightest sign of fear puts an animal in danger, in the professional kingdom, the slightest display of doubt could spell danger for the designer if it is detected by the client. We have to maintain an air of confidence whenever we deal with the client, especially if we are trying to convince them that the design no longer needs any tweaking. We know our proper boundaries, and if we are assertive enough, we might be able to keep the clients from forcing us cross them.

Talking Points Link

Here are a few things you could say to the client that might convey an air of confidence:

  1. “While I think your suggestion could potentially benefit the project, I am confident that going with the design as is will yield much more positive results.”
  2. “While I have considered alternative approaches, I am most confident that this route will serve the project best.”
  3. “I do understand where you want to go with this design, but I sincerely have more confidence in what this approach offers.”

In Short Link

  • Each meeting is an opportunity to be assertive and show your passion for the project.
  • Always exude confidence, whatever the context of the meeting.
  • Be assertive when discussing any and all design changes.

Remind Them Why They Hired You Link

Confidence leads to the next tactic for making design reviews go your way. You need to remind the client why they hired you. By that, I don’t mean to suggest you carry around your credentials and testimonials, ready to pull them out when your expertise is questioned. Rather, this has to do with constantly projecting the image of a passionate professional who is undivided in their focus on the client’s project… even if that is not a perfectly realistic assessment of your situation.

Subtly remind them that you are the expert. Your skills and ability are what made this project come to life. Never give the client a reason to doubt that. Don’t let them get the sense that you are distracted from the end game. When they ask you to make a questionable alteration, your know-how and experience should trump their wishful thinking. And it falls to you to remind them why they should listen. It is about establishing trust and making them defer to your judgment. Your skills and abilities will make this process go smoothly.

Talking Points Link

Here are a few things to say to remind the client why they should listen to you:

  1. “I see what you’re saying. However, given all of the time I have spent in the field and knowing what I do about it, I must say, personally, that I would let the design stand.”
  2. “I only want what’s best for your project. And from all of the satisfied clients I have worked with in the past, I have a very good feel for the market. So trust me when I say that this is your best way forward.”
  3. “Given my extensive background, I firmly believe that this design perfectly satisfies all of your needs.”
  4. “In my professional assessment, which is in part why you hired me, any further alterations would be detrimental to the effectiveness of the design.”

In Short Link

  • Keep your skills and experience at the forefront of their mind.
  • Show them your single-minded passion for the project.
  • Foster in the client a trust in your abilities, so that they become comfortable deferring to you.

Comparing Success Link

If your gentle reminders about your qualifications are not inducing the client to defer to your judgment, then you could always compare the design — or at least the elements that are up for debate — to work of yours that has succeeded in the market. While not always the best approach, most business professionals are receptive to it. Given that their decision to hire you was likely based on your past work, such comparisons might be effective in convincing them to let the design be.

This is not always the best strategy because it can come off as a bit defensive to some clients. If they say that the design needs something more, and you respond by recalling a similar project you had worked on that was a clear success, then they might assume this has become a matter of ego for you. Still, if you can tactfully steer the client to the right decision by describing a similar model that they can relate to and that effectively employed the same techniques and approaches, you might be on to something. Offer a comparison that will reassure them, because uncertainty is usually the cause of their resistance.

Talking Points Link

Here are a few things you can say that will help with the comparison model:

  1. “That is a good suggestion, but if we look at _____, we can see that going in this direction could be counterproductive to your goals.”
  2. “While _____ met with moderate success by following that direction, I believe your project will be better served by sticking with the design as is.”
  3. “If we look to _____ as an example, you can see how well this approach has worked for them. And I have no doubt you will experience the same success in your own market.”

In Short Link

  • Compare the design to a previous project of yours that has measurable success and that the client can relate to.
  • Be tactful, so that you come off less like you’re trying to flex your muscle and more like you’re trying to address their concerns.

Make It Feel Like Their Idea Link

A trickier tactic is to make it seem like their idea to keep the design the way it is. Essentially, it will be their idea, but getting them to see it that way is not the simplest of tasks to be sure, especially if they get it in their head that the design is far from perfect and needs revisions. You need to stand your ground. Explain to them why you made the choices you made and how they fulfill what they were asking for all along.

Basically, show them how the design truly realizes their original request, and demonstrate that the design as is, in fact, reflects their idea from the get go. This frees you from having to tell them that they’re wrong, and rather just requires you to point out that their new request contradicts the original purpose and impetus of the project.

This is practically reverse-psychology, and it has worked for some designers in the past. With the right type of client, this approach works well. If you think this is the route for you, then ask the clients plenty of questions early on to facilitate the process. You’ll be able to sell your case much more effectively.

Talking Points Link

Here are a few things to say to make the client feel that the idea was theirs all along.

  1. “While I like the new direction, I think your initial ideas, which spurred this design, are a much more effective approach for your field.”
  2. “I would recommend not changing that aspect of the design, or you’ll risk losing the _____ idea you originally wanted to convey.”
  3. “Implementing that change would almost certainly compromise the promise of your initial request.”

In Short Link

  • Explain that the design was created from their specs, and point out each way this is true.
  • Show them how these changes would contradict the mission they adopted at the start.
  • Ask plenty of questions early on about what the client wants to make this an easier sale.

Don’t Get Defensive Link

Another thing to do during these exchanges that is also a bit difficult is to not get defensive. Ultimately, getting defensive will work against your purpose, and because you may be the only one who is truly serving the design in this case, you need to stay professional and level-headed.

The design will reflect on you and will shape your reputation, so as soon as the client questions one of your choices, your natural instinct is to get defensive. But to react this way would be a mistake, and you know it.

You have no reason to take disagreement personally. The client is not attacking you. They genuinely care for the project — not to mention their bottom line — so do not make it about you. If they see you get defensive, then they will assume that your ego is more important to you than the project and will react in kind. And in that mindset, they will stop listening to your advice.

Talking Points Link

Here are a few things to help you convince the client without sounding defensive:

  1. “That’s a good idea. In fact, I considered something very similar to that before ending up with this solution, simply because this is a more solid means of achieving what you’re asking for.”
  2. “While I do see the merit of your ideas, implementing them would not only exceed the needs of the project, but could potentially add time and expenses to the bottom line.”
  3. “I think your ideas would make for some interesting changes. But I’m not sure those changes would serve the requirements of the project.”

In Short Link

  • Remain professional, and do not take requests for revisions personally.
  • This is about what best serves the project, not your reputation.
  • Getting defensive usually only leads to the client doing the same.

Don’t Challenge Them Link

Another reason not to get defensive when trying to get a client to follow your advice is that you do not want to appear like you are challenging them. Of course, you are not challenging them, and you need to make that distinction clear to them. This situation requires finesse; you want to appear as though you only want what’s best for the project, not that you are questioning their judgment or ideas.

Most people do not like to be challenged, especially by people they are paying, because it does not feel to them like the natural order of things. So, tread carefully. They should see that you are distilling their ideas, steering them to their logical fruition, not questioning what they’re asking of you. This might sound contrary to the premise of this post, but if at any time you lose the client’s favor, then you will be less effective at guiding them through the process.

Talking Points Link

Here are a few things to say to keep the client from feeling that you are challenging them.

  1. “While the changes you’ve asked for are completely do-able, if you re-examine the design I have submitted, perhaps you’ll see that it already satisfies these goals.”
  2. “You are completely right, that would be an interesting change to the design. However, I am not sure how it would serve the functionality of the website.”
  3. “While I would never suggest that you are wrong, I do feel in this case that perhaps I have not fully explained the benefits of the approach I am proposing.”

In Short Link

  • Impress upon them that you do not mean to challenge their ideas, but rather serve the design as best you can.
  • Make them feel that you are refining their suggestions and refocusing them on ideas that were already there.

Talk Business, Not Style Link

As designers, getting hung up on style is all too easy, and when we do, we can lose the client fast. Keep the discussion on the business end of the decision-making process, focusing on why the design serves their business interests, not why it is aesthetically perfect.

They will be focused on their market, and you need to focus the dialog on it, too. Relevance is critical. They do not care whether the design will be the most stylish thing to hit the Web; they care whether the design serves their goals. If you convince them that you are coming from the same place, you’ll have an advantage in your disagreements. They’ll know that you understand their position and will be more inclined to listen and take your advice. Fight the urge to get caught up in the design when you are explaining why the website is perfect; keep it strictly business.

Talking Points Link

Here are a few things to say to show the client that you are focused on business:

  1. “Looking at it from a completely business perspective, I see so much potential in the design as is. The changes you suggested, while good, could potentially disrupt the bottom line.”
  2. “I think it is important to note that making those changes could upset the design’s ability to perform effectively in the market you are introducing it to.”

In Short Link

  • Keep them on the same page as you. Always relate the discussion to their business, not the style.
  • Make them feel like you know where they are coming from.
  • Focus on their business needs, not on the attractiveness of the design.

Never Be Dismissive Link

The client needs to feel like you are hearing what they’re saying if you are to gain their trust; otherwise, convincing them to opt for your design as is will be harder than it should. Every effort you make to ensure that things go your way will make for a smoother design process.

Just as becoming defensive can make the client defensive, not properly considering the client’s position and ideas can make them unreceptive to yours. And then, all of your efforts to convince them that no further adjustments are needed will be futile. So, ensure that they understand that you have heard what they’ve said, perhaps by resorting again to comparisons. Show them instances of other brands suffering from having been taken in a similar direction.

Talking Points Link

Here are a few things to help you make the client feel that they have been heard:

  1. “While I hear what you are saying, and I think that could be effective in the right circumstances, I am just not sure that taking that direction would be right for this project.”
  2. “I really like the enthusiasm coming from you, but I think at this point that making these changes would hurt the design rather than enhance it.”

In Short Link

  • Listen to their suggestions and ideas, and discuss them.
  • Use comparisons to show why their proposed changes would prove ineffective.

Don’t Talk Down, Lift Them Up Link

If you want to assure the client that you have digested their ideas, then this next point will help you do that and convince them that the design is just fine. Don’t talk down to them as you explain your case. Instead, educate them on the finer points of the design process and how it can achieve their goals. Sometimes, language is the roadblock that prevents the client from seeing your point.

If you take care to explain the reasoning behind your direction, the client will appreciate it and open up to your way of thinking, a rarity in this field. The client will sense your passion. The best way to help someone see your point of view is by enlightening them on how you arrived at it. The client more than likely lacks knowledge of design, and you must do your best to bridge that divide.

Talking Points Link

Here are a few things you can say to start educating the client on your view:

  1. “While I get where you are coming from, if I could take another minute of your time, perhaps I could explain how the current design already goes in that direction.”
  2. “If I may be so bold, your suggestions tell me that you are missing some of the finer points of the current version. I would love to go over the project’s goals with you to show how each is being met.”
  3. “I appreciate your uncertainty, and I don’t want to diminish your concerns, but if you’ll allow me, I can walk you through the current design and hopefully alleviate any apprehensions you might have.”

In Short Link

  • Educate the client on the design choices you made and the practical reasons behind them.
  • Break the creative language barrier between you and the client.
  • Let your passion show through so that the client sees that the design is what matters.

Consider A Different Perspective Link

The client will have a business frame of mind, which is perfectly reasonable. Perhaps you should balance this with a different viewpoint, one that the client might be overlooking: that of the end user. Whenever you ask a client to compromise on their suggestion, show that you have considered all perspectives, because that shows that you are not just being difficult or defensive. You are acting in the best interest of the project.

In addition to showing that you are truly listening to their ideas, show that you have considered the perspective of the end user as well, who will be the recipient of the design. This makes good business sense, which is hard to argue with, and it reinforces why they should keep the design the way it is. Given their own limited perspective and the fact that you are supporting your viewpoint with consideration of a perspective other than your own, they are likely to hear you out.

Talking Points Link

Here are a few things to say to help the client see the user’s point of view:

  1. “I see what you are asking for, but from the user’s standpoint, I think those changes would be more harmful than helpful.”
  2. “Taking the end user into consideration, I firmly believe the changes you requested would create a far less friendly experience overall.”
  3. “While I understand what you are saying, I am not sure it makes complete sense from the user’s perspective.”
  4. “The changes you have asked for are technically sound, but the negative impact they would have on the user’s experience makes them unfeasible in this case.”

In Short Link

  • Consider the design from the user’s perspective, and present that side of the coin.
  • Demonstrates that your advice represents a reasonable business approach, which will make the client more receptive.
  • Argue the numbers: client’s perspective vs. designer and user’s perspectives. Two against one.

Contractual Conscience Clause Link

This last one is not always the easiest to pull off but is certainly worth a shot: the so-called contractual conscience clause. This assumes that both you and the client are willing to sign a contract, which most designers would never work without anyway. At the beginning of the process, try to write in a clause that leaves all final design decisions up to you, especially if you determine that a requested alteration would have an negative impact on the product.

Not every client will agree to this, but in the right circumstances and with the right client, this is an effective way to avoid headaches when you see a design as being finished but the client wants more. Try to get the client on board by reassuring them that you would exercise this clause only to protect the best interests of the product. Allow them to add stipulations if that would make them feel more comfortable surrendering the final cut to you.

Talking Points Link

Here are a few things to say to help the client see the benefit of including a contract conscience clause:

  1. “Of all of the clauses in the contract, this one does the most to make the best interests of the project paramount in importance.”
  2. “Without this clause, I feel like the design would be open to potentially being damaged by unnecessary additions or inclusions.”
  3. “If you want to ensure the most effective design for your project, then this clause is nothing to worry about, because that is its only purpose: to serve the design.”

In Short Link

  • Write a clause into the contract that gives you final say on all design decisions.
  • Give the client the option to amend the clause until they are sure it will work.

That’s All I Wrote Link

That wraps up all of the advice and approaches we have to get this discussion started. If you have any comments about what I’ve said so far or any words of wisdom on the subject, feel free to drop them in the comment section below.

Further Reading Link


Footnotes Link

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Rob Bowen is a staff writer for Web Hosting Geeks and Top Web Hosting, a longtime freelance designer, and burgeoning videographer and filmmaker whose creative voice and works can be heard and found around the web.

  1. 1

    I agree in principle with what you’re saying…how you’re saying it is exceptionally condescending toward the client??

    • 2

      I agree with you on this. Many of the answers to the questions could end in “stupid”. I think there are ways to do this effectively, however, speaking to the client like they are 4 years old is not the way to do that.

      I’m shocked at the praise for this article, as it promotes a relatively immature view of the client/vendor relationship. Ultimately, it should be a collaboration, however, some clients are simply going to force their will, no matter how clever your verbiage is, and, in my experience, clients tend to see through canned responses like the ones in this article.

      The part I took the most issue with is reassuring the client how experienced you are. Guess what? You’re experienced at design, the client is experienced in their business. If you go down this road conversationally, they will feel like you’re a know-it-all and become defensive themselves. The best approach to clients and projects is on a one by one and one to one basis. Each one is different. If the client gets that you get them, selling your designs becomes easier. It’s like the old adage, “They don’t care how much you know, until they know how much you care. “

      • 3

        I completely agree with you mel. Reading this article I got the impression that the author feels designers are infallible and clients incapable of giving worthwhile feedback. Though the topic of guiding clients towards the best solution to their problems is an important one, taking the stance that “this design is perfect and there is absolutely no change needed” is a bad one. Yes, clients will sometimes have bad ideas but if you take the time to figure out where the bad idea is coming from you might find out your design could be better.

        • 4

          yeah the whole “my design is perfect no matter what you say” basis of this article really bugged me….that pretty much just exudes ego left and right…which ironically is the opposite of what this article is supposed to convey. some good points, but the underlying tone is just interesting as the others posts mentioned…projects must always be an actual collaborative effort. not just in the beginning but through the end. not a parent/child relationship.

          • 5

            Daniel Suarez

            October 12, 2010 7:38 am

            I think what you guys are saying is valid in not treating the client as if he/she was a kid, and listening to their demands is always a must, but this tips are really helpful when nothing else is possible. Some clients don’t know what they want, and keep on changing things without knowing the result (can you make the logo bigger)

      • 6

        seriously some clients can be soo stupid, im being serious some of the things i have been asked to do are horrible, this comic just stresses it heaps

      • 7

        I agree, the client/vendor relationship should be a collaboration. But I don’t think this article is about “making a design and feeding it as it is to the client”. The way it’s written may look like the designer is talking to a 4-year-old, but that’s simply because it’s qualitative. The responses look “canned” because it’s just a train of thought. Be smart and use them with subtlety, that’s all.

        And if I may add, some clients (and I’m sure you’ve dealed with some) want kitties in their header because “kitties are cute and everyone likes them”. Those clients ARE stupid, no matter how well they know their business, and need teaching in design :)

    • 8

      Petro Martinez

      October 6, 2010 7:35 am

      I guess I need to defend Rob’s statements in this article. There are situations, and I think that each of us encountered them, when the client wants to change this and that based on his personal view of things — be it the placement of the search box, color of the buttons or layouts. As designers, we do need to advocate and protect our users’ needs and interests. It is our job to meet clients’ objectives, but that’s not just it. We should make both the clients and the end users happy, not just the clients. And to achieve this, Rob’s points can be useful and valid.

      Thank you for the nice article, Rob!

    • 9

      This is a perfect example of what practices I use with all of my clients. I design them 1 mock-up and MAKE them love it.

      Awesome article!!!

    • 10

      Lite Hong Kong

      October 13, 2010 11:01 am

      Hey Rob! Aren’t you the guy that redesigned the Gap logo?

    • 11

      vamshi kumar mallela

      June 13, 2012 11:22 am

      hi Robert Bowen
      u wrote a good discussions between the client and the marketing officer
      The way to be as professional marketing person
      i agree all your principals i liked it
      This the better way to convince anyone for any product which a marketing person has to do

  2. 12

    You might want to go work on your website some before you try to convince other web designers that you know what you are talking about Robert.

    • 13

      I thought this was a bit below the belt, until I looked for myself and found some pages completely missing CSS.

      Looks like the link to his CSS is set wrong on the ‘portfolio’ and ‘hire me’ pages when compared to his homepage. Probably a simple fix he can get up before too many people notice.

  3. 14

    Love the article. well written. Lot of ideas…

  4. 15

    Jeremiah Selengia

    October 6, 2010 5:16 am

    Clients here in Tanzania are so stubborn!! Most of the time their points don’t hold any water, but have the belief that they know everything!
    Most of the time they come to the conclusion that we hired you and you have to follow what we produce.

    Thanks for the great reading!

  5. 16

    Great post. And I thought your suggestions were good starting points… which each person could rephrase how they like.

  6. 17

    Thanks for your post! I guess it’ll help me a lot with some of my next clients.

  7. 18

    Captain Creative

    October 6, 2010 5:34 am

    Great practical advice. I’ve tried a number of these techniques before. Most of the time they listen! If they’re dismissive of your advice, they’re probably not worth the pain of keeping them on as a client.

  8. 19

    Thomas Petersen

    October 6, 2010 5:37 am

    Good post

    I wrote one a while back which took a little different approach.

  9. 20

    This author is the biggest hypocrite. Take a look at his own website that looks terrible and is broken and messed up:

    Smashing desperately needs to find some better article writers.

  10. 21

    Surely the best way to avoid opinion wars is to run a usability test. After all, the client may actually be right. He or she probably knows more about his or her industry than the designer.

  11. 22

    I understand what you are trying to say, but I find your article naive and immature.

    “…we have a responsibility to do everything in our power to convince the client that the design is perfect as it is.”

    This statement, this way of thinking gives designers a bad name. It is arrogant and foolish. Look, we all have client horror stories, but part of being a designer is navigating the relationship triangle of the Client, the End-User, and You. And as you gain larger clients or work for an agency, the need to listen, debate, and compromise become even more important. In agency-land, you have to work as a team; you answer to a C.D. and A.D., you have to work with copywriters, you have to compromise with developers, you have a client who has a team and a boss and sometimes a board of directors to answer to. We as designers just can’t have the attitude of the above article.

    If you think your designs are perfect as is… maybe you should think about being an artist. You can create without answering to anyone, but being a designer is about much more.

  12. 23

    Clients at the first place don’t want a design which the don’t like. I don’t say to be a ‘pixel pusher’, but you need to be aware of that you are working for them and not the other way round.

    My point is that sometimes when the client doesn’t like it, it’s better to come with something different and do not try to talk him into it.

    It’s also good to have some valid arguments (pros and cons), than those “I am right, because I have to be” ones.

  13. 24

    Amber Weinberg

    October 6, 2010 6:21 am

    If you’re absolutely sure they’re headed in the wrong direction, I’ve found that backing up my claims of “user won’t like this” with real research I can give them. Most clients will then understand and drop the revision.

  14. 25

    I have a client who I recently completed a website for. Initially I was dealing with one marketing person who was reasonably young and agreed with my design decisions.

    The next step was the 50 year old plus directors to look over the site once it was done. Their response was to rip the thing apart, change all the colours, remove the spacing and padding between content sections – in an attempt to squish everything to fit a 768px high browser window. Not only this, they wanted animated trucks in the header and a spinning globe.

    I don’t know how many times I explained to them the purpose of a website and tried to talk them out of their bad/pushy decisions. It would seem like they were listening and agree, then a few days later phone and ask why their animated truck, scrolling text and spinning globe weren’t implemented.

    Arrgghhhhh, well saying I’m not posting the link here. I gave up near the end and I’m quite embarrassed by the state of the site.

    • 26

      Laura Hogarth

      October 6, 2010 7:50 am

      Haha, I’ve worked with a client who wanted the exact same things – animated truck, spinning globe, scrolling text!

  15. 28

    Doing this on my phone: it should be the results we agreed on – not the results we aged on. :-p

  16. 29

    I can understand some of the comments leaning towards these tips being a little too aggressive. I don’t think you need to convince the client your design is perfect (because let’s face it, it never will be) but instead focus on WHY your design achieves the goals they set forth in the initial stages. You’ll never convince someone their favorite color is ugly, but if you can explain to them how it will hurt their overall conversions or user experience, you’ll have a much stronger leg to stand on – and a much better chance of getting your way ;)

  17. 30

    Thanks SM!
    I needed this :D

  18. 31

    I think you designers that will sell your soul to make a buck ought to give it up and and find a new job. The client hired you to do what you do professionally. Later on when they ask for a dancing Jesus and sparklies in the background – YOU MUST convince them that they are making a huge mistake. When they want to take out essential elements that every website should have, YOU MUST convince them that they are making a huge mistake.

    What you say and how you say it is up to you – but in the end, it needs to be done right because your reputation is at stake. Portfolio a crappy design that a client forced you to go with and see how much it hurts you. And when their business suffers for it, it will be your fault no matter what – just ask them!

  19. 32

    Great post.
    As I mentioned in my blog post, “How To Overcome The ‘Opinion Factor'”, you can not discount the power of using real test results from usability tests with actual end-users and proven research. The greatest comeback to a client that says “I like ___” is to say “well, your users did not understand ____.” This helps drive the design to something that is based more on factual data and less on opinions.

  20. 33

    If I were the client and a designer asked me to sign a contract giving him final design approval, I would throw him out on his ear.

    An earlier commenter said the article seemed naive and immature. As far as the supporting content goes, I must agree.

  21. 34

    Douglas Bonneville

    October 6, 2010 5:59 am

    “Many designers want to avoid conflict…”

    So true on many levels, but the main reason for this is monetary. Conflict is perceived as something that pushes the job completion pay-out into the future. A mad client, especially if they are new, might not pay on time, or pay at all. Most clients pay, but the few that don’t tend to poison the well. Thus, there is many times a drive to “leave the perfect design alone” mentality of designers.

    First, thanks for linking to my “Convince your clients of anything” article in the Further Reading section. These two articles definitely share the same good cause :)

    In truth, a design might not be perfect, but it many cases for the budget involved, it’s good enough. And even that is an arbitrary judgment.

    Nice timing on this because it’s very much a parallel article to one I just published a couple hours ago about designers who write copy, not because they want to, but because it’s in their financial interest to do so:

    The Number One Secret Skill of Graphic Designers

    Sometimes the diplomacy is unspoken or is delivered without the client knowing it, as in the case of “free” revisions to a design, or “free” services not covered in the contract, like copywriting or editing, and sometimes even licensed photography fees, simply because the designer *needs* the job done and the invoice paid.

  22. 35

    Of course you should try and steer a client if they’re heading in the wrong direction. But if they’re insistent, they’re paying the bill, so what they say goes. Seethe inwardly if it helps, then suck it up. If they like what you’ve done, even if you don’t, they’ll recommend you to others.

  23. 36

    Thanks for the article, Robert. I think Joshua makes some great points in his comment. How often is design perfect? Isn’t it always evolving? Healthy debates about design can foster improvements. Any concerns coming from the client should be met with reasoning and justification on why certain things were done certain ways. As professionals, we need to be able to back what, how and why we do things.

    Of course, some clients are easier to work with than others. Here’s a short piece that educates businesses on how to critique web content and design in general:

  24. 37

    Interesting read. The part about the Conscience Clause might be a little tricky to implement with new clients – but should work fine on old or existing clients, who know the quality of your work. But an interesting concept none the less

    Maybe next time you can write a post on the “5 things to do before publishing an article to a tech-savvy- blog – Step one – Check your own website” ( Don’t take it personally, deep down we are all mildly envies of you….) :)

    Either way, nice article Robert.

  25. 38

    who talks like that?

  26. 39

    There is also this approach:

    Clientname, we can certainly make the changes you’re suggesting. But if we do, I’m can tell you from experience that we will compromise our ability to reach the business objectives we aged on in the beginning. And that would violate my fiduciary duty to you as someone you’ve hired to improve your bottom line.

    That’s why we need to be very clear on the business impact of what we do here. Again, I’m happy to make the change if that’s what you really want – and, are you willing to accept responsibly for the impact it could have on your business?

  27. 40

    While I totally agree that confidence is key, I think the other parts of presenting designs to a client is arbitrary and has more to do with the ‘moment’ than anything else. Catching them on a bad day or a day when they feel like their job is out of control, is the day they will turn you into a puppet so they can control something.

    I’ve had a pretty good success rate in my years of doing this (far too many to mention in polite company) and I attribute that to listening to what the client says they want and presenting what I know they need. When I speak, I always frame our design decisions in context to their needs not something arbitrary like ‘I like this style’ or ‘I know design you don’t’.

    In the end, it is their project. That was hard for me to realize and it took time.

  28. 41

    I think your ideas would make for some interesting changes. But I’m not sure those changes would serve the requirements of the project.

  29. 42

    I think this article has the right intentions, but wrong execution. Take this talk point for example:

    “Looking at it from a completely business perspective, I see so much potential in the design as is. The changes you suggested, while good, could potentially disrupt the bottom line.”

    This is a conflicting statement to make to the client. You cannot call their changes good whilst seconds later saying it could disrupt the bottom line. Here’s another example:

    “While I think your suggestion could potentially benefit the project, I am confident that going with the design as is will yield much more positive results.”

    This line too conflicts itself. See, the way to tell clients that you do not agree is not to sugar coat that message. They’re not that stupid. Even when nicely put they will understand that you do not like their idea. You should not tell them that it is a bad idea, you should convince them that it is, otherwise it is just you versus them, and hey, they have the money.

    Communication is of course vital, but there are additional ways to do this. These come to mind:

    – If possible, supply usability DATA. Indisputable evidence why your idea is better. Check usability studies and how the big guys are doing it. Now link that input data to output data. For example, “if you insist on keeping these fields on the signup form, you will get 40% less subscriptions”, or something like that.

    – If you cannot do suggestion one, let the users decide via A/B testing. Ultimately the site is there for the users, not the owners.

    – Optionally ask for a second opinion by a fellow designer, or use services like to get professional feedback. Present it to the client.

    – If that does not work either, leave the project or overcharge the client, depending on your mood of integrity or revenge.

    Once again, good intention with the article, but the way to convince a client is not to tell bad news nicely. It is about producing viable arguments and evidence why it is a bad idea.

  30. 44

    I wonder if this kind of advice gets taken a look at from actual clients in the field requesting creative work before it gets published. I’m not saying it’s bad by any means, but just curious.

  31. 45

    Thanks for the feedback. Glad that the post had some useful ideas! Though, those thinking that the post is condescending to the client, the idea was qualified numerous times throughout the post. This is not a blanket idea, and this is not applying to all client decisions and feedback. This post comes from the place where what the client is calling for will actually hurt the overall project. This is not suggesting in any way that every time the client critiques the work, we immediately employ these tactics and get all defensive. So, yeah.

    As for the heads up about my alternate site CSS, thanks. It was a quick fix. One that I have been busy and not gotten to. It is solved now. However, I fail to see how that impacts the advice offered in the post at all. If you have an issue with something said in the post, bring it, but I fail to see the correlation, and apparently, given how busy I have been, my clients haven’t either. But as I said, thanks for the heads up.

    • 46

      If you read the comments, most everyone agrees with the overall idea… designers need to sell their ideas to clients.

      BUT… even though you thought you “qualified” your idea several times throughout, the title of the article is “How To Convince The Client That Your Design Is Perfect.” Perfect? And you say this several times. It’s the attitude. Furthermore, you are only helping to strengthen the designer stereotype that exists in the industry today—that we’re right and the client is wrong, we know what we’re doing and the client always has no clue.

      About your comment….
      “I fail to see how that impacts the advice offered in the post at all. If you have an issue with something said in the post, bring it, but I fail to see the correlation…”
      Of course it’s related. It’s about credibility. You are a designer. You’re judged on what you’ve done in the past. Would you take the advice of a lawyer that has never even been in a courtroom or has a terrible track record?

      • 47

        On the title, that was what was pitched to me. If you want to get hung up on semantics that’s fine, but in my professional opinion as a writer, I do not expect most people to think that using the word ‘perfect’ is contextually infallible as much it is to more mean that it is a ‘perfect fit’. So I saw no problem with using the word here. Sorry that you disagree.

        • 48

          I don’t want to keep going and going with this, so this will be my last comment.

          It’s not just the title; it’s your defensive stance and tone. I don’t think you get what we’re saying. It’s not “semantics”—I fundamentally disagree with your opinion, and furthermore I’m really disappointed this article was allowed to go up on Smashing Magazine.

    • 49

      My point was, why should we take the advise of a “expert” if they can’t even have a website of their own that does not even work? Smashing Mag really needs to do a better job of who they hire to write articles and what they write.

      Let’s keep in mind here that we are all web designers. We are not artist that can just say “My way or the highway”. At the end of the day we answer to our clients. If you want someone to not objectively comment on your work, go move to Italy and lock yourself in a room and make paintings for yourself that you can allow no one to give you feedback on.

      • 50

        Actually we are all designers. And if you look at the site, I am a graphic designer, not a web designer. So again, the site having a glitch is not always in a designer’s realm to tackle. Web designer, yes, but graphic is a horse of a different color, as the saying goes. So once again I say this has no baring on the advice offered on dealing with clients. But thanks again for trying.

    • 51

      I’m sorry to say that your response to the comments in the article only strengthen the idea of the stereotypical designer in you.

      I guess it is true. Your article is perfect, and we, the customers, are wrong. You do not explain why we are wrong, we are just wrong. Off all the criticism in the comments you have not really addressed anything, all you are doing is defending why you are right and trying to put it nicely. Exactly where the article, and you as a “professional” fail.

    • 53

      If you are as busy as you say you are, I would recommend putting some work in your portfolio that does NOT have a skull in it. For such a professional with ‘perfect’ work it looks extremely redundant and you look like a one trick pony.

      But then again, maybe there is a huge market for skull graphic deign that I am unaware of.

      (also I fail to see how a picture of a lighthouse in the title relates to anything in this post)

  32. 54

    It’s already been said by others here but for me the disappointment with this article was taking the perspective that the client is always wrong. No designer is perfect and no one understands a clients business better than them. I’d love to see a follow up of this article with one that illustrates how designers can get things wrong and it’s important to “listen” to your client.

  33. 55

    Client feedback and changes are an inevitable and essential part of the design process. In my experience client changes improve design more often than degrade it. An iterative design process with client and user feedback is essential for a successful product. It’s very rare for any designer to hit the nail on the head first go. Make the client part of the design process and turn their feedback into an opportunity to improve the design. Incorporating feedback helps the client feel ownership which in tern helps the product and builds relationships. It’s the relationship that will pay the bills at the end of the day, not your perceived best solution to the problem.

  34. 56

    The part I have trouble with is thinking that my design is perfect – without defect.

    My experience has been that explaining the choices I have made – and especially listening to the content and context of the customer’s concerns, have generally led to improvements or trade offs.

    If the customer wants to sacrifice functionality, and I have explained the risk, then I am usually comfortable with adapting.

    Often a “new” requirement or other request is an elaboration of an original requirement, was overlooked – or a visual effect that has been proven slightly or significantly detrimental.

    I can be confident of my design. The part I try to remain open about is whether the customer was able to communicate all of the requirements clearly. In the Navy my chief commented once that “no matter what you do, 10% won’t get the message.” I figure that no matter what you do, as much as 10% of the requirements won’t get captured. Usually the oversights fall within the realm of design choice, and won’t matter.

    But then, I have taken on clients that were “delighted” with the site, but never wanted to see it or make any decisions about the site. I also have a couple clients that took me on to do maintenance – and never cared to change the design. From sometime well before 2002. Of course, many of their customers are still running Windows 95. Its a niche market.

  35. 57

    can work sometimes,
    cant work sometimes.

    some clients to tend to force there will,
    some clients just trust you on what you do.

  36. 59

    hello buddies.
    see this web site and tell me your opinion about it’s design.
    thank everybody.
    good luck.

  37. 60

    This is a really useful post, its difficult to fully please all clients. Your points whilst seem pretty obvious and helpful to go through and use with future clients.
    One thing i find difficult to tie clients down on is the deadlines they need to meet, for example providing content and images. Its tough to force them to provide if they are constantly busy and that just wastes the designers time.

  38. 61

    “As designers who deal with clients, we all have to face one situation, no matter how difficult and uncomfortable, and that is guiding the client to accept that your design is perfect.”

    Designs are never ‘perfect.’ And if the client isn’t happy/satisfied, the design is definitely not ‘perfect.’

    I believe there is some potential behind the core idea of this article, but I agree with most of the people who have commented before: you can’t treat your clients like kids. It’s our job as designers to find the best solution with what we are given from our clients.

  39. 62

    Personally, after a couple decades in the business, I purposely try to destroy new businesses with my bad design decisions. I feel that if I do my best to make sure they go out of business, they will never call me for projects again. At least that is how new clients treat me.

    It’s funny how they find me and rave about how they want me to create past successes for them and, as many have pointed out, then want to “correct” my work. Luckily, clients are generally more creative than I am. I always miss the allure created by adding prancing unicorns and glitter type. When will I learn!?

  40. 63

    Dave Brown of MIUZU

    October 7, 2010 2:16 pm

    Well Robert, it seems it took some guts for you to write this…given I don’t know how many clients you’ll be recruiting with it.

    You have stimulated a dialogue, and that’s a good thing.

  41. 64

    Maicon Sobczak

    October 7, 2010 3:07 pm

    Enormous set of important advices! Stay professional and think the best for the project is the way to convince without regrets.

  42. 65

    It would be more productive if SM can ask Zeldman or any one of this level how they convince theirs Clients about their design motivations.

    And just for the record, no design is perfect.

  43. 66

    “Looking at it from a completely business perspective, I see so much potential in the design as is. The changes you suggested, while good, could potentially disrupt the bottom line.”

    That is easily the stupidest thing I have ever read on a design mag/blog and has no bearings. You think you can whip out a mockup and prance into a meeting with that info and act like you know their business? What if your design FAILS because you did not listen to the client? How’s that come out on the bottom line? Your article wreaks of uninformed self-indulged information. You can’t possibly have many clients yourself with this type of attitude. Also your website is horrible. Your portfolio is nothing more than a bunch of skull clipart objects? What clients do you have? Morgues? Funeral homes?

    This is a quote straight from your website: “Be sure that you take a look through his dynamic portfolio to get an idea of how versatile a style and voice he has.” — Laughable at best.

    Your peers have spoken Robert and your article sucks. Come on smashing mag… your site use to have such great info. Kick these rookies to the curb and get some decent writers. Surely there are still useful things to talk about in the web world.

  44. 67

    everyone is a designer unfortunately…

  45. 68

    How to convince a designer that his design is rubbish? There are so many post and articles on how to convince someone that your design is good.

    Design is subjective, you can’t just go around and convince people that what are creating is good. Like for example some of the worlds most famous paintings… I hate the “Mona Lisa” yes it is mathematically, I acknowledge that, but I hate the colours, I hate the smile on her face etc…

    Nothing good comes from reminding someone that “He hired you”.

    – Yes you moron I hired you to wash my car, don’t explain to me how it is clean, I want the damn car to shine in the dark – grab the sponge!

    I think that convincing someone that your personal subjective opinion is better robs them from the right of their own decisions. “Converted” clients will always feel betrayed in some way.

    A good designer knows his stuff, a master designer knows what stuff others like, and present it in a way that everybody will find something nice in it.

    And do not forget that design is merely an empty shell, a frame into which the content stands. No one goes in some web site to see its design, and to praise the designers creativity – people go to sites to read the content (watch the movies etc…).

  46. 69

    That´s a great post, and very useful. Some of the ideas were already been made, but now I´ll think on this solutions with more consciousness. The contract clause is an new idae for me and is worth a try.

  47. 70

    Just talked about this article and the author with someone and we’ve come to the conclusion that this author is perfect to write this article.

    If the advice given within this article convinces his clients that he’s a talented, versatile, and an accomplished graphical designer based on what is in his portfolio, then this article should be “stickied” with a big skull ad at the top of Smashing Magazine.

    Finally, something about this screams fake to me. The caption under the lighthouse… the website that says see portfolio to see how versitile I am and all but one example has a skull… is this a fake article? Are we being punked right now by an Onion writer or the dude from Oatmeal?

  48. 71

    A little dangerous assuming that our designs are perfect…I think while you don’t want to get steamrolled by your clients and end up making some poor decisions under their direction, it’s also true that they know their industry, likely much better than you do. I do regular work for a tutoring business, and I know nothing about being the parent of a struggling student; my client is able to point out opportunities for an emotional response that I myself might miss.

  49. 72

    Chat-up lines were funny in high school.

    In business you can’t be using fixed lines but present a genuine approach towards the success of the project.

    For other users: get your hands on some NLP, okay? But don’t, and I mean DON’T, overuse it!

  50. 74

    I’m speechless… What a pile of rubbish.

  51. 75

    great article
    Thank you so much!!!!!!!!

  52. 76


    October 10, 2010 4:38 pm

    Good advice. It’s definitely a confidence game, I’ve tried having a laissez faire by letting the client review and change whatever they wanted to, but like you say, their expertise is limited. I’ve had clients that go back and forth 15 times, and still aren’t happy (I don’t do business with them again, not worth the money), but you definitely have to sell your work as having done a good job rather than just pass it off to the client and let them tear it apart.

  53. 77

    WOW HORRIBLE article! Worst I’ve seen on Smashing Magazine. Robert do you have any business experience at all? Having a client sign a contract that says they can’t request on change? WOW! Ignorance is not a bliss here fellow web designers…

    Can someone explain why this guy is writing for Smashing? Did someone from Smashing mag not look this one over before it got posted?

  54. 78

    Speechless….What a debate

  55. 79

    Very useful points – especially about making the client think it was their idea – works like a charm.

  56. 80

    Well I know what my clients would say if I used some of those points.
    “Thank you very much, but I’ll find another designer” and they probably wouldn’t pay the bill. Some of the points sounded a little like “I’m good and your not”.
    Sorry I don’t know how many clients you have had, but I have been running my own graphic design and web design business for many years. I have big and small clients and I would never let any of my designers talk to the clients in this way.
    There are ways to get the client to believe in your design, but they aren’t in this article.

  57. 81

    Wow. As someone who is regularly hiring and partnering with freelancers on behalf of my company, all I can say is ‘way to shoot yourself in the foot!’ Nothing you’ve said makes me want to bring you in to work on my company’s brand. I hope for your sake there aren’t too many brand and project managers reading this…

    • 82

      You bet! I as a designer was surprised and frustrated by this guy. Then I saw his porfolio and there were only one or two web sites without skulls on them. I think this is some kind of prank, this article is not real.

  58. 83

    This is the single worst article I have ever read from Smashing. I am truly appauled that they would allow such a narrow minded view point. The role of the designer is to collaborate with the various stake holders in order to deliver an aesthetic solution to their problem.

    This very attitude towards a client/stakeholder in a project is the single largest issue that collaborative teams have in delivering a project.

    Smashing I am ashamed for you publishing this view point and Robert Bowen, I am sure glad that you are not a designer that I have to work with.

  59. 84

    Absolutely horrible. You basically come across as a total dick to your clients. If I were one of your clients, I would totally fire your ass and find someone who knew what they were doing.

  60. 85

    Christine Golden

    October 12, 2010 11:11 am

    Overall, I have to agree with most of the commentators. This article depicts a skewed and immature approach to client relations.

    For example, why are these two points part of a “trickier tactic?”
    “Explain that the design was created from their specs, and point out each way this is true.” and “Ask plenty of questions early on about what the client wants… ”
    I’m pretty sure this has nothing to do with “reverse psychology” (which would be to tell the client to be _sure_ to use those large, flashing, red headlines). These practices are just good business.

    Also, I kept getting the impression that the designer didn’t have to actually understand the client, just act like they did…? There’s no substitute for the real thing even though it often takes a uncommon level of effort. It also takes some question-asking skills with which a lot of people are unfamiliar. (check out “Clean Language for example.”)

    Finally, the use of word “but” negates everything that was just said before. You can substitute the word “and” in nearly all circumstances with a better result–provided the result you want is good will and satisfaction for all.

  61. 86

    Please tell me that this ass hat Robert Bowen will never write another article for Smashing after this debacle? Don’t you have some stock skull clipart you need to be downloading from istock?

  62. 87


    – Not all the clients in the world need to work with you.
    – Work with those who value an trust your work/experience.
    – Design = form follows function.
    – Mostly designers configure aesthetics to serve function/content/message.

    If you are mature/experienced enough, you actually can convince them to go your way… because it is not about personal taste, it’s about business with the end user.

    Great article. People, just take it if you find it useful, if not instead of just complaining try to write a better one.

  63. 88

    This article is a good idea gone wrong. The premise is strong and a lot of designers need help with tricky clients, but your suggestions are vague and condescending.

    If a client asks for something you don’t like, there’s obviously a reason you don’t like it, and just tell them that reason. Your expertise should shine through in this reasoning. Be sure to highlight things like SEO issues or visual focal points and they’ll say “Oh yeah, I hadn’t thought about that!”

  64. 89

    I have seen this attitide to clients promoted in many articles. I have also met clients who say that their ‘designer’ argued with them about every detail of the site design and that they ended up with a site that they do not even like enough to use. I say – LISTEN to your clients, they may not be experts but they know what they want.

  65. 90

    Ouch, on the article, interesting comments. There was one line that caught my eye… don’t get defensive. One line I try to live by is: Don’t be afraid to kill your babies … meaning, no matter how tied to the design we get, we can’t be afraid to kill it. Maybe that’s what Robert was attempting to communicate… While it is important to stand up for yourself, if the idea is bad, kill it and move on, and whatever you do, do not react poorly (either defensively or sad, or in this case counter-productive)…

  66. 91

    I’ve been using some of these tips at work via emails with clients.

    some of the suggestions have been cutting short some of the needless RE:, RE:, RE:, RE:, RE:, RE:, RE:, RE:, emails and allowing better designs out there. Thank you!

  67. 92

    Some are good but some are not really good to say to clients what you want over what they want…

    Give only comments but not changes on what they want. In that way you will have better grasps of what both party wants..

    Ive been dealing with clients but most of the time they want to see examples of what they want… thats why they have what they call design studies. In that way you can see how they react on each design you make… then revise things they dont want, At this point you can suggest what is right basing it from what they want. To make it more clear at the end of the day, they are still the clients. You don’t want to show a design that will look good for some reason but not aiming for the goal. I think you know that already.. :)

    Well I gotta say ” Graphic Design is more of like problem solving”

  68. 93

    This is a great and really “convincing” article. I hope to see more like them!

  69. 94

    Pretty section of content. I just stumbled aloft your blog and in accession capital to assert that I acquire in fact enjoyed account your blog posts. Any way I’ll be subscribing to your augment and even I achievement you access consistently rapidly.

  70. 95

    great article, thanks!

  71. 96

    escort bayan

    April 17, 2014 8:44 am

    Ouch, within the post, fascinating feedback. There was a single range which captured my own eye… don’t obtain defensive. One range I try and dwell simply by can be: Don’t be afraid for you to destroy ones children … this means, irrespective of exactly how tied to the design most of us obtain, most of us can’t be afraid for you to destroy this. Probably that’s what Robert has been attempting to communicate… Although it is very important stand up by yourself, should the concept can be undesirable, destroy this in addition to move ahead, in addition to whatever you decide and do, will not respond badly (either defensively or unhappy, or in this instance counter-productive


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