Why You Need a Clear Vision Before Working with a Designer
“I’ll know it when I see it” is a total lie! Here’s why…
When it comes to working with a designer—whether for a logo, website, or entire branding package—it's exciting to imagine what the final product will look like. But to ensure the process goes smoothly and you get a design you love, you need more than just excitement; you need a clear vision. Relying on the phrase, “I’ll know it when I see it,” might sound harmless, but in reality, it can lead to frustration, rounds of revisions, and missed expectations.
Having a solid understanding of your brand’s direction not only makes the design process more efficient, but it also increases your chances of getting the perfect outcome on the first try. Let's explore 2 common “red flags” and ways to avoid them so your project goes off without a hitch!
Why "I’ll Know It When I See It" Doesn’t Work
Imagine getting into an Uber, handing the driver a bunch of money, and telling them to just drive around the city until you see something you like. Sounds ridiculous, right? You wouldn’t do that because you'd be wasting time, money, and probably getting very frustrated along the way. But this is essentially what happens when clients tell designers, “I’ll know it when I see it.”
As designers, we’re here to help bring your vision to life, but without any direction, we end up making educated guesses. The back-and-forth guessing game can lead to endless revisions and a drawn-out process, leaving both you and the designer frustrated. Without a clear destination in mind, you're trusting the process to chance, which is far less efficient and often less satisfying.
The "I Trust Your Vision" Dilemma
Now, on the flip side, there's the “I trust your vision” statement. It’s great when clients place their trust in a creative professional—that’s the dream, right? However, this only works if you're truly ready to accept whatever the designer presents to you.
Many clients say this with good intentions, but unless they already have a clear understanding of their goals, style preferences, and brand personality, that trust often comes with strings attached. You may find yourself providing lots of feedback once you see the work, realizing that you had more preferences than you initially thought. This scenario, while not uncommon, can lead to revisions and delays that could’ve been avoided with clearer communication upfront.
Why Having a Vision is Key
Having a vision is like having a roadmap. You may not know exactly what your destination looks like, but at least you can narrow down the part of town, the street, or the type of building you're heading toward. Even a general idea will help your designer guide you in the right direction.
Here are three reasons why having a clear vision before working with a designer is essential:
It makes collaboration smoother: When both client and designer are aligned on the direction, the creative process runs smoothly, and you’re more likely to hit the mark on the first attempt.
It reduces the risk of decision paralysis: Without a clear vision, you can easily become overwhelmed with too many options and choices, leading to endless revisions.
It saves time and money: A clear vision means fewer rounds of feedback, a faster turnaround, and ultimately a more cost-effective project.
How to Clarify Your Vision
Not sure how to create a vision for your project? Don’t worry! It’s easier than you think. Here are some simple steps to help clarify your ideas before working with a designer:
1. Create a Mood Board
A mood board is a visual collection of images, logos, websites, colors, or anything that resonates with the style and vibe you want for your brand. Pinterest is an excellent tool for gathering inspiration and giving your designer a clear visual reference.
2. List Your Brand Words
What are the three to five words that describe your brand’s personality? Are you bold and playful? Sophisticated and modern? Listing out these words will help narrow down the design direction.
3. Gather Examples
Look at designs within your industry or even outside of it. What do you love or hate about them? Collecting visual examples—both likes and dislikes—will help your designer understand your preferences and avoid things you don’t want.
4. Think About Practical Use
Consider where your logo, website, or other design elements will be used. Will it primarily be on a website, product packaging, or print materials? Knowing how the design will be used helps your designer create something practical and functional for your specific needs.
5. Consider Long-Term Goals
What message do you want your brand to communicate both now and in the future? Think about how your brand may evolve over time and whether your vision aligns with those future goals. Designing with the long term in mind ensures your branding can grow with your business.
In a nutshell…
While it’s tempting to dive into a design project without a fully formed idea, taking the time to clarify your vision will save you time, money, and a lot of frustration. Whether it’s creating a mood board, listing brand words, or gathering examples, these steps will help ensure a smoother process and a final product you love. Remember, you don’t have to know exactly what you want, but having some direction is key to getting the best results.