“I don’t like that shade of green. Can you make the logo bigger, oh and I don’t like the photo of the girl, and the background is a little dark. Could you use something else? I need you to have it ready by tomorrow.”
Sound familiar? We’ve all heard this kind of thing from clients over the years, and if you haven’t; you will. You will spend lots of time trying to achieve a perfect balanced composition: all the elements are in place, you are satisfied with your design and it looks great. The problem? The client doesn’t ‘get’ your ideas and insists on making a whole lot of alterations until you end up with a mockery of the original idea and you die a little inside. How can we categorize these clients? Read below:
The ‘But’ client:
This is the client that praises your work, makes you feel like a million bucks and that you hit the nail on the head…then starts launching into all the reasons why they clearly don’t like the design. This client has read self help books and knows that one needs to accentuate the positive before highlighting the bad areas, but what this client doesn’t know is that this is very, very counter-productive and annoying. Why? We really like when people tell us that our work is good but we rarely like it when it’s not genuine.
How to deal: Kindly tell your client that if they don’t like something, they don’t have to praise the work immediately. It’s a much more efficient use of your time (and theirs) if they get right to the meat of the problem. If they don’t like the placement of something, don’t praise the entire thing, tell you it’s great, and then nit-pick for a half hour. Be up-front, but don’t get defensive. YOU are the designer, and it is your job to guide your clients.
The ‘What’s so difficult about your job’ Client
This is the type of client all
Graphic Designers and
Web Designers hate to come into contact with. This client thinks they can do your job better than you can, has very high standards, but rarely knows what they want. Perhaps this client has some basic knowledge or has a few years of art in high school under their belt, but they make sure they let you know and want you to appreciate their artistic skills. It gives them an ego boost to be able to stand on the same level as their graphic and
web designers.
How to deal: If this client gets out of hand, and sometimes they do, kindly remind them that they hired you to design and develop something they couldn’t. I’ve had clients try to commandeer my computer and I have to put my foot down – no it’s not ok for you to use my personal computer. Be firm and confident with this type of client, less you become a pushover.
The ‘You design it first, then I’ll tell you if I like it’ Client
This is a very common client in the web and
graphic design industry. They don’t know what they want, and they give you little if any direction. After you’ve spent hours of work on their logo, branding and
web design, they’re suddenly very aware of what they DON’T like and are ready to inject their opinion into every nitpicky bit of your design.
How to deal: Do not waste your time designing something without forcing your client to give you direction. If they don’t know what they want, tell them to show you images of websites or brand solutions that they DO like, and get them to point out what they like about each example. It’s counter-productive to design something and then have to redesign it because of an indecisive client. It also costs YOU money as this client doesn’t like to pay twice for one design.
The ‘I know what I want’ Client that has awful ideas
This aggressive client comes to you at the very beginning with massive amounts of examples (usually bad examples) of
Chicago web design and
graphic design that he likes. He also wants you to copy these examples. Any innovation from you is not welcome.
How to deal: Go with it. You don’t have to put your name on the website if you don’t want to. These types of clients are typically just moneymakers, not anything to worry about in the long run.
The ‘I need it tomorrow’ Client
This client always contacts you at the end of the workday on Thursday needing a document designed for a Friday morning meeting. They always make you work under extreme pressure very close to THEIR deadline. He is usually agitated, frustrated and demanding priority for his project, without much worry about the REST of your clientele that have deadlines. He is the most important person in your life.
How to deal: Put your foot down or fire your client. Sometimes, the stress of dealing with a client like this is not worth the money made off the project. It’s also not worth the stress of putting other clients off by taking care of this ONE person who doesn’t come around unless they’re in dire need. If they can’t be courteous enough to call you at the beginning of the week, then you are under no obligation to help them.
The ‘I’ll have to have my wife look at this’ Client
This is the type of client who loves everything you’re saying and showing them, he’s all in and ready to sign the contract…but he has to have his wife look at it. And his secretary. And the mail man. Of course all of those people have an opinion, and they are all different opinions. The advantage of this type of client is that they’re obviously easily swayed by other people, and you can convince them that your version is the design that they’re looking for. But be wary: when they go home, their outlook will change.
How to deal: Try to get them to decide on something and sign a contract while they’re IN your office, and make it very clear that when the time comes around for changes, anything over 3 changes is going to be billed. If they don’t want to spend a lot of money on making a million changes, they’ll stop asking their family, friends and acquaintances how to make the design better and just stick with your professional opinion as a designer.
The Needy Client
This client will send you emails at all hours of the night, call you on the weekend, and think that they’re the only person you ever talk to. They are under the distinct impression that they’ve hired you and they own all of your time and is entitled to disturb you several times a day for minor things. They’re also under the impression that they can offer out your services to their friend for free and that ‘you won’t mind’.
How to deal: You’ll do this with many other clients, and most especially with this one: Be firm and let them know that they are not the only client you’ve got. It is imperative to your sanity and your livelihood that you are able to balance your personal life, business and multiple clients without having to hold someone’s hand while doing work for them.
The ‘Looking for a Deal’ Client
This client is always asking for a deal, or a lower fee. This client doesn’t know the value of design and doesn’t see it as something that should be invested in. They will almost always have several major changes needed and you’ll end up breaking even most of the time instead of making a profit. This type of client is also usually a one-time client since they came to you wanting a deal in return for the promise of more work. You aren’t going to ever see him again.
How to deal: One thing I always tell design students of any degree, whether it is Graphic, Web, Architectural or Interior Design – NEVER undervalue your work and NEVER work for free. Also – stay away from craigslist. The type of people who go to craigslist looking for designers are usually the type of people that aren’t looking to pay, but only looking take advantage of young people trying to get their work out there. Stick up for yourself and never undervalue your design.
The Client who never pays; and never will.
This is the worst type of client. You do massive amounts of work, send them the files and an invoice…and never hear from them again. This is why contracts exist and NEVER do work for someone that refuses to sign a contract. If someone is wary of signing a contract, remind them that the contract protects them as well – if you don’t live up to the contract’s end goal (a deliverable) – they shouldn’t have to pay you.
How to deal: Send them to collections – or at least threaten them with legal action. I would be surprised if you don’t find a check in the mail after a few days. Clients who refuse to pay for your hard work are not worth the time or effort of calling, emailing or being upset. Keep on moving, and doing what you do best: Designing.
Dealing with Difficult Clients
The designer/client relationship must be based on an equal partnership, somewhat like a marriage. There must be understanding between the two to produce something great. Without clients, there is no design work. Without demanding clients, there is no great innovation. Up until a certain threshold, demanding clients can be stimulating and help you get more out of your work.
Never avoid your clients and do not confront them. When you are too busy complaining about a clients, you miss the opportunity to learn from their actions. Get to know your clients; don’t just get annoyed. They are your livelihood. Try to determine what would motivate your client to act or think the way he does: why does he insist on being a design guru, why is he always criticizing your work, why is he calling at all hours of the night for an update. Perhaps there are some underlying issues: perhaps he has low self esteem and it boosts his ego to be ‘good’ at something creative. Look beyond the superficial and ascertain a more efficient way to deal with a difficult client.
Additionally, it is extremely important to set very clear boundaries with each client from the very beginning. You deserve a break, even if they aren’t taking one. You will always have clients that want to push those boundaries, but you need to stand firm. It’s for your own good and the good of your business. Don’t spend all weekend working on something because they called on Friday and need it on Monday. It isn’t fair to you. Keep in mind though… your client will never change. They have absolutely no reason to. What you need to work on is this: How are you going to approach a difficult client. Observe and learn from your experiences with people, and find a better way of communication. It will not only make you a better designer, but a better all around person as well.
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