As a designer, you should always use language that has universal meaning. Whilst, clients are often impressed by designers who use graphic language (which they don’t understand and assume it’s relevant), it causes great misunderstanding and confusion and is detrimental to the outcome of the design. Instead, the designer should try to tie in the design concepts with something tangible that clients can grasp.
Words like avant garde and conservative often fail to get a client’s response, as many are not familair with art/design teminology, just as the designer may not be familiar with the client’s own business jargon. Therefore it’s often best for the designer to use metaphors to help the client visualize.
Eg.
“Should this animation give the feeling of screaming down a roller coaster at 200 miles per hour or a leisurely stroll down the boardwalk?”(Russ Volckmann, Volksmedia)
Designers must develop verbal communication skills to avoid misunderstandings of the client’s desires and the designer’s solutions, as it is important to absorb every bit of applicable information about a project. The level of skill in asking all the right questions is crucial.
“The difference between the right word and a word is the difference between lightning and a lightning bug”
(Mark Twain)
Finally, when words fail to express a client’s vision, the designer must utilise their drawing skills. This has the advantage of the client being able to instantly and visually comprehend the basis of the ideas. This often paves the way for instant feedback from the client in regards to pursuing the idea.
“It’s ironic that we are in the communications business, and many of us are notorious for our inability to communicate”
(Willie Baronet, GroupBaronet, Dallas, TX)
