"I'll know what I want when I see it", subjectivity in design

An issue which comes up quite often in discussions about the relationship between designers and clients is subjectivity in design. It is an issue which can cause tension in a good working relationship.

Designers spend their time and energy coming up with what they think is a great design, only to be told that the design doesn't satisfy the client. The client then becomes frustrated as he/she feels the expectations are not being met, or that time and money is being wasted.

Here are a few tips on how to get the most out of designers.

Meeting Stakeholders
Try to ensure that the designer meets all the key team members and stakeholders that will ultimately make the decisions. This is so that the designer doesn't waste time going through a full design process only to have it rejected by a decision-maker at the end.

Success criteria
Together with your designer, you should develop success criteria, that is, develop the different objectives that need to be met. These need to be clearly defined by both you and the designer, as they create a common platform from which to work.

Visual aids
Try to get all the stakeholders or key team members to provide sites and creative material that they like. It's really important to give the designer input on your preferences and likes, and the designer should be able to guide you in terms of design elements such as colour, typeface etc. When you do give feedback, try to frame it in the format of a question, problem or opportunity that needs to be explored. . . not just "I don't like it". The key term here is constructive criticism.

Moodboards and wireframes are also a good idea, and ideally the designer should present you with them. Moodboards are great to give you an idea about colour, images, typography etc. Wireframes are essential to display the layout and hierarchy of information but should not require too much investment of your time.

Background information
You can also make the process easier by providing the designer with information about the company and more importantly, your audience. The designer takes this information and defines user profiles and personas, for example, for a website.

Style Guides
If your company has style guides for your brand, provide these to the designer so he/she can use them as a reference.


Like any good relationship, its based on honest communication and mutual respect. Both parties have to be open to constructive criticism, and at times, agree to disagree. Compromise. . .but never on quality.