In a world where every business, brand, product, and service needs a strong visual identity, it’s critical for clients and creative professionals to work together. And the key to success, as with any relationship, is communication. In Dear Client, award-winning graphic designer Bonnie Siegler offers an invaluable step-by-step guide to how to talk so creatives will listen, and how to listen when creatives talk.
Written as a series of 46 honest, friendly lessons - “Know What You Like”, “Decide Who Will Decide”, “Focus Groups Suck”, “Don’t Say ‘Make It Yellow’, Say ‘Make It Sunny’”, “Serve Lunch During Lunchtime Meetings” - it shows exactly how to deal with the subjectivity, emotional pitfalls, and occasional chaos of a creative partnership. Here’s how to articulate your visual goals and set a clear, consistent direction. How to give feedback that works and avoid words that inhibit creative thinking. How to be open to something you didn’t imagine. And most of all, how to have fun, save money, and get the results you want.
What members say
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I loved this book! It was quite relatable, easy to listen to, and full of valuable tips.
I'm recommending it to (I'll probably buy it for) all our clients! 😁
Bought copies of this book for everyone in my office who works with outside creatives (and inside ones, too). Explains a lot of the miscommunication and frustration that happens when business people talk to creatives. Three lines stand out: "Different is not always better, but better is always different"; "the value of a creative is determined by the number of difficult conversations that they engage in"; and when you want a creative to come up with something great, say "I'd like something sunnier" instead of giving them the solution "make it more yellow"