I only have a one-year career in the design industry. But even in this short time, I will talk about a situation that I have encountered many times, sometimes frustrating, sometimes creating a feeling of burnout: having to work with people who don’t understand design, composition or visual hierarchy. Of course, everyone may think that they know their brand or organization best. I don’t object to that. But sometimes when I see the requests I receive, I can’t help but say, “This is not possible…”
Because they ask for really impossible things. For example, they want five different logos
to appear large on a poster, and they want the text to be in large fonts. At the same time, they expect a “spacious” design. Or they want to use the color red because they have heard somewhere that red is eye-catching, but they don’t think that the tone is appropriate for the content or corporate identity.

First Job: Understand
When I first started my career, the phrase “The first job is to understand” seemed a bit pedantic to me. “Do we know better or do they know better?” I questioned. But as time passed, I realized that the job was not so black and white. As I gained experience, I saw this:
Why the customer insists on something, what they are after, you need to understand this first. Why does a customer want to fill every space in a design? Why does he insist on a colorful, dense composition? In fact, these preferences sometimes arise not from aesthetics, but from other
concerns. For example, the desire to be visible, the need to be valued, or the effort to prove oneself to one’s
manager… As I realize all these, instead of directly saying “This won’t do”, I first ask: “Why do you want it to be like this?”
I explain, I provide examples, I produce alternatives when necessary. Thus, I manage the process without offending the other party and I manage the process a little better. Because we are not only designers, we are also guides. People don’t need to be experts in this field, but we need to have the ability to explain.

The Power of Communication:
Solid communication lies at the heart of success in the design process. Unfortunately, we sometimes overlook the importance of communication by focusing only on technical details or visual preferences. However, an open and sincere dialog is essential to fully understand the needs and expectations of the customer. Listening not only to what is desired, but also to the reasons behind these requests ensures that the design achieves its purpose. Good communication minimizes misunderstandings and unnecessary revisions. Speaking the same language as the customer, understanding their language, empathizing with them. Thus, as a designer, you are not only a practitioner but also a solution partner. When a relationship of mutual trust and respect is established, the process proceeds much more efficiently. Sometimes clients may be intimidated by technical terms or design jargon, so it is important to explain things in plain, uncomplicated language without intimidating them. Communication should not only be verbal, but also supported by visual examples, sketches or references.
This approach makes the design process a shared journey, not just a task.

Partnership, Not Vindication

The client is the person who knows his own business best, but we speak the language of design. Establishing this balance
carries the work to success. When I proceeded with this understanding, I realized that the resulting work is both satisfying for the client and I can sincerely own what I do. The best part is this: Revisions are significantly reduced! One should not get stuck in polarities. Saying “the customer is right” or “he knows nothing” is not a solution. The important thing is to see not what is wanted, but what is actually needed. This
is only possible through communication, patience and empathy. When I look back today, I can clearly say that my most successful works are the products of processes born out of understanding, not conflict.

Emircan ESKİCİ
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