Fresh off of having some work rejected I was reminded of some things I’ve learned about the design process over the years-or at least the part where genius is carelessly tossed into the corporate scrapheap.
Rejection isn't usually criticism of the design itself. More often than not, it is the result of a difference of viewpoint or interpretation of image between the designer and the client. This difference may have its basis in business rules, current visual branding, or personal taste. They may have even pulled their rationale out of thin air. Whatever the reason, or even if there is no real reason, the client’s rejection is usually about design they cannot use rather than poor design. It is helpful to find opportunity when designs are rejected so that we understand the perimeters we can operate in and how we can use our creativity within those perimeters.
Suggestions to help keep your sanity intact1. Keep copies of the work - good design is good design. This client might not want this approach but the next one might, and you may even influence future clients with your rejected examples. Additionally, it’s good to have a collection of designs and ideas to look back on for inspiration. It’s also good to review how your design and approaches have evolved over time and from client to client. Reviewing a client’s previous design, your rejected attempts as well as the final design can help you understand their thought process and give you a historical accounting for the next time you work with them.
2. Don’t dwell on the fact that there are restrictions; consider instead what creative opportunities might exist within those restrictions.
3. Use diplomacy. It’s helpful to remind client’s that the design and approach are interpretations of their ideas. Reminding them of this, at times, can achieve positive feedback. It will at least give the both of you a greater sense of how communications are impacting visual decisions. This is especially helpful for those clients that want to “help” you design.
4. Support your choices to the client. Many design choices are conscious attempts to solve problems or take advantage of opportunities that exist in certain environments. The web is a good example of this. We design based in part on current visual branding, test results, user-feedback, trends and accepted standards. Sometimes the client isn’t as aware of this and can be convinced of our choices if the underlying rationale is of some benefit to them.
5. Know when you’ve exhausted your opportunities with a particular client. It is of little use to get discouraged over rejections and changes to your work. It is an inevitable part of this business. Finish the work at hand and change your focus to #6.
6. Always look forward to the next project, with regards to what you’ve learned from the previous project. This is when design is at its best – possibilities exist and even if they are ultimately rejected in whole or part, you are producing more work, learning more, refining your talent and potentially creating more opportunities for yourself with future projects.
Creativity in our business goes well beyond design. In each of the instances above creativity can be expressed and exercised. Creative approaches to design, creative approaches to the client and their needs, creative responses to specific environments and interpersonal situations are all a part of it. When we pay attention to all of these aspects, the design possibilities can expand –unless of course, the client is a complete moron, then refer back to #6.