“It’s not you, it’s me.”

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This is a typical relationship cop-out. We’ve either heard it, said it or at least know someone who has. :)

But in this scenario I’m not talking about relationships. I’m talking about design.

Design is so subjective that it’s hard to come out of the gate with the perfect design. In fact, is there such a thing as a perfect design? No, there isn’t. That’s because everyone has a different opinion on what’s good and what’s not.

Which brings me to my point.

Business owners need to realize that they are designing marketing collateral (websites, banners, videos, etc…) intended to appeal to their target audience. Not themselves. A lot of business owners make the mistake of wanting something designed their way. And why shouldn’t they? They’re paying for it, right?

The problem is, what does an owner of a medical practice know about design? Or how about an accounting practice, or a restaurant or even a roofer. What do these guys know about design? Other than knowing how you want your business to be presented to your audience, most of the time business owners need to stay out of the design process. At least after the initial design meetings.
I only say this because for the past 15 or so years we’ve seen business owners get involved in this process and all it does is slow things down and sometimes really mess things up.“How about a red background? Or how about making this button blue? Or this, my corporate colors are purple and yellow so I want my entire site to be purple and yellow.” You laugh but these have been some real requests I’ve heard over the years. While some of these requests may not seem like a big deal, it’s the job of a designer to take what you want and what is in the best interest of the collateral and find a way to make the two mesh. Sometimes you can’t always make it work. But at the end of the day you have to be willing to concede. Even if you are the business owner you have to trust the people you’ve hired. They are the designers and hopefully you’ve hired good ones.

That’s why I’ve written other blogs about how important the relationship process is. You have to find designers you feel will best represent your company and the collateral they are pushing out for you.

Business owners need to understand that design is not about YOU, it’s about ME. Me and all the other consumers out there. Your designs need to appeal to the people buying your products and services. It does you no good to design something that only you like.