What Does the Client Want? Confessions of a Designer

Hello there! I’m a product designer who’s been in this business for years. I’ve done it all – from logos to websites, mobile apps to corporate identities. But let me share a secret: When I first started, working with clients was a complete mystery to me.

Today, I want to share what I’ve learned since those challenging days. Especially for those of you just starting out in the field…

My Head Was Spinning, Really Spinning!

I remember my first client meetings – I’d get so nervous my hands would shake. I’d ask excitedly: “What kind of design are you looking for?”

The answer was always the same:

“Well… Modern but not too modern. Simple but eye-catching. Not too colorful but vibrant.”

The questions racing through my mind: What does this even mean? I’m a designer, not a mind reader!

Once, a client told me they wanted a “cool” logo. So I presented dozens of designs I thought were cool. Each time, they shook their head: “No, this isn’t it either.”

Turns out, their idea of “cool” was a minimalist logo in dark navy tones. It took me a whole month to figure that out. A whole month!

Then Something Changed

Years passed. I made lots of mistakes, learned lots of lessons. And most importantly, I learned how to talk to clients.

I realized that client management is like a dance. If you don’t take the right steps, your partner doesn’t know what to do either.

Here’s What I’ve Learned Over the Years:

1. Talk Concrete, Not Abstract

Now when a client says “modern,” I immediately ask: “Minimal like Apple, or colorful and dynamic like Spotify?” This simple question saves hours of wasted work.

2. Let Visuals Do the Talking

Words often fall short. That’s why I always have reference images ready. When I ask “Something like this?” the expression on the client’s face tells me everything.

3. Listen to the Story

Every brand has a story. When listening to my client, I’m not just looking for “what they want” but also “why they want it.” This makes the design more meaningful.

4. Be Realistic

Some clients think changing their logo will double their sales. I gently explain: “This is a great step, but it won’t work miracles on its own. We’re embarking on a long journey together.”

Where Am I Today?

I no longer feel that old anxiety when entering client meetings. Because I know that with the right questions, I can understand what’s in every client’s mind.

An example from last month: An e-commerce site redesign project. The client said that classic line: “We want a modern site.”

The old me would have jumped straight to the computer. But I don’t do that anymore. We sat down and talked:

• Who’s your target audience?
• What are your competitors doing?
• What’s your brand’s soul?

Then I showed them some example sites. We discussed, we talked. The result? Bull’s-eye on the first presentation! They were happy, I was happy.

Tips for Those Starting Out

If you’re thinking “How am I supposed to know what’s going on in the client’s head?” – relax. We’ve all been there.

Remember:

• Listen to your client, but try to understand not just what they’re saying, but what they can’t say
• Guide them, because often they don’t fully know what they want either
• Be patient, every client teaches you something new

Final Words

Yes, clients sometimes make contradictory requests like “modern but classic, simple but eye-catching.” But now I know it’s not their fault. They’re not designers, we are. It’s our job to clarify that blurry image in their heads.

And believe me, when you succeed at this, you’re not just creating a beautiful design. You’re also gaining a happy client and a long-term business relationship.