What's your problem? No, really, what is it. Do you ask your clients this? Would you? I think it needs to be asked. Otherwise your design will be your problem, as well as the client's. There is little room for subjectivity in communication and web-design.

I can't count the number of times my designs have started plummeted into the chasm of subjectivity. I used to think this was the result of my tendency to be a people-pleaser. Love me, love my art. Don't love it, I'll change it, as long as you still love me. It took years for me to identify what was missing from my conversations with clients. I was, quite simply, asking the wrong questions. It doesn't matter if your client likes blue, or saw the latest wiz-bang flash effect online. It just doesn't. What matters is clearly identifying what the client's problem is.

So how do I go about this? Glad you asked. (well, actually, I asked, but you would if you were here, I'm that persuasive.) Here is a list of questions that should help you escape this trap:

What is the mission of the website?
Clearly identifying one to three primary goals for the site will give the decisions you make more weight. Never accept "it should look good" as a goal. This should be a given, and looking good is (say it with me) subjective.

Who will be using the site?
It's been said time and time again that knowing your audience is key. Gently inform your client that, unless they plan on hiring themselves, they are probably not the site's audience.

How will the client measure success?
I hate beating up on looking good, but this isn't a measurement of success in design. In dating, yes, design, no.

Who is responsible for the final decisions on the site?
It's much easier to get agreement from 1 person.

If the site were a car, house, dress etc, what kind would it be?
If you must get into preferences with the client, I have found asking a subjective clarification question helps a lot

Most clients will be happy to answer these questions, if they're not, keep asking until they are. Because designers often come from an art background, we tend to fall back on like dislike by default. These questions are for your and the clients protection. I've found these questions can prevent a lot of miscommunications in the design process.

I like to like my clients, and I've found that I like them a lot more if they appreciate the fact that I'm attempting to help them solve business problems. The title designer thanks to Bravo, Design on a Dime and largely Martha Stewart (why are people taking advise from an ex-con anyway, I mean, really), has come to mean someone who creates based on preferences. This perception makes it all the more important to educate our clients on what design is outside the television set.

The personal battle I've had with implementing this line of questioning is one of; "Am I taking art out of design?". In essence, I am. If my client's main focus is the art, then I know from experience I'll become mired in endless discussion of color, font, and layout, without a leg to stand on. Having clear, agreed upon business reasons for design decisions reduces the potential for a disconnect in the design process. Which of the two conversations below would you rather have with your clients?

Conversation 1
Client "Why is it blue?"
Designer "Well, in our initial meeting we were told that you like blue"
Client "Well, I do, but not that blue"
Designer "Well, is there another blue you like better?"
Client "Well, yes, my kids' room has a nice blue in it"
Designer "Could we come photograph your kids' room?"
etc.

Conversation 2
Client "Why is it blue?"
Designer "Well, in our initial meeting we identified that your company wants to portray a stable, trustworthy, and somewhat timeless image. Blue has traditionally been associated with stability, finance, and trust. In addition according to Jacci Howard Bear of About.com, "blue, especially darker blue, is associated with intelligence, unity, and conservatism?"
Client "Well, I see your point, but I don't like this blue.
Designer: "What about this blue doesn't address the points we previously agreed upon?"
Client "I'm not sure, I just don't like it"
Designer "I understand, let's review our notes from our initial meeting together. Can we agree that if, upon reviewing our notes, this shade of blue addresses our business goals, we'll go with it?"
Client "I think so"
etc.

Personally, I prefer number 1. It wastes time, I become buddy-buddy with the client, and I get very little done in a timely fashion. Seriously though, In conversation one, I end up taking on the the role of mind-reader, in conversation two, I am having a productive discussion centered around the client's business, not their personal preferences.

Every client and project is different, but the discipline of asking better questions that lead to objective goals and outcomes has led me to less stress and better client relationships.

Mel Hogan has worked with some of the world’s largest brands, including Yahoo!, Microsoft, Hilton Hotels and Harley Davidson Motorcycles, just to name a few. He has used his experience to gain solid understanding of large brand strategy as it applies to online and advertising. Learn more about Mel.

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