Clients and Revisions

Revisions are part of the process. No matter how carefully you interview the client, research the project, develop the concepts, and present your ideas, you will be asked to make changes.

The first type of change is editorial. Once your client sees her words in print, she may want to rephrase some of her prose. She will also catch some typographic errors that got through. The more people contributing to the project, the more of these types of revisions you can expect.

The second type of revision is to the design itself. The most difficult client is one who knows a little about design, and thinks he could do it himself if he had more time and the right tools. He will tell you what font to use, what color he likes, and might even give you a mock-up he made himself. He will micromanage every detail and rarely trust your professional expertise. I have told more than one of these types not to call me again. Another option is to charge more for the frustration. Only you can decide how much your peace of mind is worth.

The typical client will appreciate your abilities and offer constructive feedback. If she asks for you to "make it bigger," understand that the real request is to add emphasis. That can be accomplished in other ways than increasing the size. You may get a request to use a different color because she "doesn't care for" the color you used. Thorough knowledge of color theory will help you make your case. If she makes any request that goes against what you know to be solid design principles, your job is to educate your client and support your decisions. Offering alternative solutions can be helpful. In the end, if she will not back down, try to meet her request without sacrificing your integrity. After all, she is paying for it.

The most desirable client knows how to work with a creative to get the best possible solution. He will have clear objectives and be able to spell them out for you. He will know his audience and what appeals to them. He will describe verbally some concepts for the project without dictating the final form. In return, he will get your best work, and you will both feel satisfied with the result. Revisions from this client will be phrased in way that preserves your creative freedom. Instead of saying, "Move the logo down an inch," he will say, "The logo looks crowded," for example. You, the designer, will address this concern in a way that is consistent with the overall design.

Early in my career I was working on a newsletter with a micromanaging type who asked me to rebreak a paragraph without realizing that would affect every column break that followed. We went back and forth several times, rebreaking lines and seeing the results. In the end we went back to the way I had presented it in the first place! It was frustrating for both of us. He brought an example of a newsletter he liked to my supervisor and indicated he'd like to work with whoever designed it. She told him it's the same person! However, on the second newsletter I was working with one of my dream clients and the results were superior.

Always charge for revisions. Include them in your estimates. If revisions turn out to be lighter than you estimated, you can charge less and make your client happy. If you don't plan for revisions, you will have to exceed your estimate and leave a bad feeling.

Understand that you have to build trust by doing your best work and being able to explain your choices. Getting huffy or indignant will not win you client loyalty. Being knowledgeable and patient will help you deal with the inevitable change requests. As your relationships develop, you will be entrusted with more creative freedom, and better yet, referrals to new sources of work.