Design-By-Committee - Creativity & Client

Is it that clients don’t understand business or is it they don’t understand creatives? Why is it creatives around the globe all have exactly the same complaints and horror stories about clients from hell?
It’s not just ridiculously silly comments and requests, which make for the amusing stories we share over drinks at the pub or posts on the internet – it’s the actions that block creativity or the ability to make a living.
Every single creative has heard the same excuses from clients who feel we are not worthy of pay:

• “If you do this free for me, there will be plenty of paying work later!”
• “This is a unique opportunity for you!”
• “It’ll give you something for your portfolio!”
• “It’ll be great exposure for your work!”

This is a very touchy subject for all involved. It’s power and control and all humans have some issue with it. Either you crave it and it drives you to unspeakable acts or you smile and give in and secretly plot revenge and self-hatred. I always get into trouble when I say that. People think I’m a self-hating control freak. The truth is that I know when to pick my battles. Years in design and being married to a control freak have taught me the difference between ashamedly giving in and being flexible on things that won’t stop the world from spinning. Despite the name-calling in the comment sections of articles I’ve written on how to fight design-by-committee, the simple truth is that good design decisions need to be defended at times.

A client who asks for a Christmas project but not using red and green is odd but it is also a challenge. I’ve had that type of challenge and enjoy it. One’s first reaction would be to ask what kind of insanity those choices are but they may have validity. Part of creativity is taking certain directions and creating the best solution… which explains a lot about Spam packaging.

People come with preconceived notions about creatives, marketing and client input.

As a creative your job is to provide solutions AND the reasoning behind those solutions. It is also a responsibility to understand the client’s concerns. In other words… you’re screwed when it comes to approvals!

At one of my delightful employers, there was several “taste” committees one had to navigate for approval on each and every design. The first committee made changes so the design could leave the department. The second committee, in the assigned department, made changes before the design was put into their line. The third committee was back in the department that first made changes and they would change everything back because of wondrous power plays between the two committees that were structured to be three.

This all either drove people to stark raving insanity or taught one how to handle design-by-committee. There are several truths one must face in a committee:

• There are people included that shouldn’t be there but they feel they must make a comment to justify being there.
• People on the committee are entwined in a power play that usually stems from the line in the company cafeteria and who gets the last piece of cherry pie.
• You will hear twelve differing directions and then be told to, “make those little changes.”
• At any meeting, it’s important to identify the alpha dog/point person. Look and speak to them and them only.
• After the dozen directions are put forth, ask the point person to sum up what they’d like to see. Thinks along the lines of these questions:
• There are some great points but some overlapping. (Point person’s name), could you synthesize what’s needed for me to do?
• I have some concerns that we’re getting a bit away from the message the visuals put forth. May I address some of my observations?
• Design can be subjective but I’ve synthesized the elements into a cohesive message. Some of these suggestions will change the dynamics. Perhaps we can break them down to see how they affect the message?

I’ve had some nasty comments from readers about “trying to control clients” and “using BS to get (my) way” when I write such advice but it’s not control for ego. As designers, we take the blame and usually not the credit for failed or successful projects. As professionals we are responsible for our own work and part of that must be helping the client stay on point rather then allowing egos to steer our work into the dark abyss. Part of explaining creativity is the ability to explain the process and the decisions. Why was a certain color palette chosen? Why was the type used the best choice? Why is the element placement important?

For anyone who has gone through the committee process, you know these are the key picking points. Be prepared to explain them gently and without making the person who put it forth feel like they were wrong. It’s always better to involve the committee and all players on the project in the process so they feel they have made a sizable contribution. Always elevate those around you and they will be open to listening to what YOU suggest if they feel they are part of that decision.

Courtesy: Extract from 'Explaining Creativity to Clients'