LOGO DESIGN

Design Disputes: Prevention and Cure

Synergy is a beautiful thing. But what happens when it turns ugly? In business, creative projects- like logo and web design- can be a delicate process. By nature, design is a compromise. Art is unapologetic; design is democratic. Good design provides a solution and client interaction is key. Bruce Nussbaum said in a recent speech to Parson’s students, “People want to participate in the design of their lives.” He challenges the future’s designers to “switch gears from designing for to designing with.” I’d recommend reading the full article. So, the design process must be a conversation. Because of vast differences of opinion on design, conflict is ever present.

Misunderstandings are inevitable when clients and designers don’t speak each other’s language. How do we work through our differences when it comes to design?

To Avoid a Conflict: Luckily there are professional standards regarding graphic design that can prevent most issues. It is essential that all parties approach the project with a sense of respect for each others expertise.

• The Contract Should: Outline the approval process, the sign-off requirements, milestones, deadlines, and explain who will provide what. It may be prudent to have it written by an unbiased third party.

• The Client Should: Bring their brand knowledge, vision and direction to the project; but utilize personal taste elsewhere. Be familiar with the designer’s portfolio and pricing before making the decision. Have clear expectations about the final product and make sure those expectations are properly communicated.

• The Designer Should: Bring their intuition, training, and experience to the project; but leave any excessive ego behind. Have an understanding of the brand’s concept and requirements. Adhere to copyrights, making sure there are no legal issues for the client. Communicate concepts clearly to the client.

• Everyone Should: Know when to hold ‘em; know when to fold ‘em. This is just good advice in general.

To Handle an Issue: On that rare occasion when protocol is not enough, the project can still move forward. Keep in mind that design is a process. Don’t jump ship before the concept has had a chance to come to fruition.

• Be Objective: These projects are not best left to personal preference. The designer probably knows best when it comes to pure aesthetics. However, the client will know their business, customers, and competitors better than anyone else. Sometimes a third party mediator can facilitate conversation.

• Look at Quantitative Aspects of Visual Design: Going head to head over opinions is futile. Look at value, hue, texture, shape, position, orientation, size, proximity, similarity, continuity, closure, area, and symmetry. This puts design disagreements into a mutual context.

• Run Testing: It may be possible to test websites against each other to see which design truly performs better. And although logo design contests are taboo in the design community, running an opinion poll to test two top concepts may be appropriate.

• Communicate! Remember that a little understanding goes a long way. You’ve come this far already. In a professional setting, a win-win should always be achievable.