Things I Wish Clients Knew

As a designer, I don’t expect clients to know the difference between tracking and kerning. That’s my job. But over time, I’ve noticed that many of the biggest delays and disconnects in projects come not from design decisions, but from how feedback is given, how ideas are shared, and how expectations are set. This isn’t a complaint — just a short list of things that make the process smoother for both sides.

1. Give feedback in full thoughts, not fragments

When I receive six short messages in a row, each with one sentence or less, I often spend more time trying to piece them together than understanding the point. It helps when you write in full paragraphs, even if it’s not perfectly worded. I’ll read carefully — I’m not here to judge grammar, I just want to understand the idea as a whole.

2. Say what you feel, not just what you want changed

Telling me something “doesn’t feel right” is valid. You don’t need to know exactly why. But what helps is context: What do you want the viewer to feel instead? What reaction are you trying to avoid? That emotional cue is often more useful than design language.

3. “I trust you” is only useful when it’s followed by trust

Sometimes people say it to sound collaborative, but then ask for ten backup versions. That’s a signal that something else is going on — maybe you’re unsure, or you need more time to decide. That’s completely fine. Let’s talk about it, rather than hiding uncertainty behind polite phrases.

4. Not everything needs a moodboard

If you already have a strong product, a clear audience, and a good sense of what you’re building — I don’t need twenty references. One or two sharp, well-explained ones do more than a hundred random screenshots. Thoughtful constraints are better than endless options.

5. The best design work starts with clarity, not urgency

If the project is “super urgent” but the goals are fuzzy, we’re set up for weak results. Even one hour of alignment at the beginning saves days of revisions at the end. You don’t have to know exactly what you want — but let’s make sure we’re solving the right problem before we open Figma.

6. You don’t need to know design terms. Just be honest

You don’t have to say “can you reduce visual noise” — you can say “this part feels messy.” That’s enough. My job is to translate your reaction into visual language. The only thing I can’t work with is silence or confusion. Say what you think. We’ll get there together.

In the end, design is a conversation. And like any good conversation, it works best when both sides are open, thoughtful, and trying to understand each other. The rest — colors, grids, type — will follow.