Ricardo Sato

I almost always have some kind of problem with clients asking for visual design deliveries too early. The first question after the contract sign is “so, when can you send me a layout?” Doesn’t matter how much the research and planning phases are specified in the paper, what matter is he can look and feel something in the screen. You end up delivering a poor visual design just to satisfy the client’s expectation (this can be solved by managing the expectation, but it doesn’t fit in the article’s scope, maybe another one). These are problems faced when working as freelancer or with a small team, when everybody involved in the project can quickie see the big picture.

These scenario changes when dealing with big or giant projects, you play a role inside the team dealing just with parts from the process. And one of the roles is the Visual Designer. Usually the work begin with a requirements document, some wireframes, a feedback from the client about the wireframes or early prototypes and… good luck, you have one week. The sensation is that you received an outlined drawing to paint with Photoshop effects and Illustrator paths. You can try to put your own expertise changing the wireframes, adding some requirements or simply ignoring one, but it’s upon your own risk. Your shot can hit the exactly middle of the target; your client will be delighted and fall in love by your graphics. Or you can hit your feet and receive an “unapproved” email from your project manager.

Regarding this issue Julia Houck-Whitaker, from Adaptive Path, wrote the article: Stepping into Oz: Managing & Delivering Successful Visual Design. At a glance, these are the best practices proposed to avoid problems like the ones above:

1. Involve the visual designers early and often.
2. Gather all constraints early.
3. Avoid presenting visuals to clients without first walking through the decisions that influenced the design.
4. And presenting thr ee distinctly different design directions the visual design process can go more smoothly.

The point number three has an interesting reason. The clients can give a design feedback instead doing art direction. E.g.: “The colors are too similar to our competitor, we would like to see other options” instead of “Change the blues for reds and yellows”.

The reason for Julia’s article title and its close out fits well here:

If you follow the yellow brick road, you’ll bring your clients to the Wizard of Oz. This place is also known as a happy client that raves about your visual design direction.

Good luck, Dorothy