Communication, Difficult Client, Graphic Design General, Trade Show Displays

Ugly Design Is Ok If Your Client Wants It

When your desire as a designer is trumped by client taste you design an ugly graphic.

Several years ago I was presented with a design task for a client looking for a small table top display. The exhibit hardware involved was the ExpoGo Showmax unit, which is beautiful, and I had designed many items for that unit in the past so I was confident I could make something good for this client.

However, early in the preliminary design process (in which I always present some excellent ideas) the client began to get irritated. As the process of design continued, and I presented each design that would compliment the client’s goals, I was met with dissatisfaction. No matter what I prepared, the client just didn’t like anything. We went through several very detailed designs in which I presented ideas and explanations as to why this was the way to go. However, the client just didn’t like anything.

At that point I asked the client if perhaps he was willing to share concepts of designs he was interested in or maybe send me a rough layout of the design he saw in his mind. Note that at the beginning of the process we had already done some of this and the client wasn’t willing or able to do so. But now that I had been through several good designs and his patience was running thin he was more than willing to finally share his thoughts.

The result was possibly the most ugly design I’ve ever done. It was orange and green, shaped similar to a Tide Detergent box, and had the worst fonts you could imagine surrounding the design in a circular shape. At the end of the project I took one look at it and said to myself, “this is the worst thing I’ve ever designed”.

But the client loved it. He was elated. This was “exactly” what he wanted to see.

The lesson here is that, at the end of the day, the only vision that matters is the client. You are being paid to do a job. You can suggest directions, offer recommendations, and clearly explain why one item is better than another. But if the client just doesn’t gel with that, you must simply give them what they want. Otherwise, you don’t get paid. And wasted time for a graphic designer is lost money. You are there to do a job that makes them happy, regardless of your professional advice to the contrary.

It’s a sad tale but it is true. I will gladly design ugly graphics just as easily as I will design beautiful graphics for you if you are paying me. I’ll attempt to sway you to something more professional but your satisfaction, in the end, is what makes my payment valid. Beauty is in the eye of the beholder. When it comes to being a hired graphic designer, though I have personal values, I’m simply your tool for creation. If you communicate a final appearance, I guarantee I can create it. My goals are your goals and I’ve listed similar items here

Actually, that isn’t so bad. I can live with that. I just want my client to be happy. Though should that design result in poor customer response and you hold me accountable, I’ll just direct those concerns to this article.

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About Jacob Norris

Graphic Designer with over 20 years of experience working in all forms of print media.
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