Bad Design Outcomes Are Almost Never Entirely the Designer's Fault

That's a bold thing to say. But after more than a decade in this business, I've seen the same patterns play out over and over. The breakdown starts at the very beginning — before a single pixel was placed. The good news: this is almost entirely preventable.

Before You Brief Anyone, Get Clear on Your Own Goals

Your designer is not a mind reader. Before you write a single word in a brief, ask yourself: What is this piece of design actually supposed to do? Who is it for? What do you want them to feel when they see it? What does success look like?

If you can answer those four questions clearly before you brief your designer, you're already ahead of most clients they'll ever work with.

How to Write a Brief That Actually Works

• Project overview — what are you making, and why?
• Goals and objectives — what should this design accomplish?
• Target audience — who is the intended viewer?
• Brand guidelines — colors, fonts, logo files, tone of voice.
• Examples you like — not to copy, but to communicate direction.
• Examples you don't like — just as important.
• Deliverables and formats — what do you need at the end?
• Timeline — when do you need it?

How to Give Feedback Without Making It Worse

The most common mistake: subjective, emotion-based feedback. "I don't love it." "My spouse doesn't like the color." "Can you make it pop more?" These are honest reactions, but they don't give your designer anything to work with.

Better feedback is goal-oriented. Instead of "I don't like the color," try: "The blue feels too corporate — we want to feel more approachable and warm. Can we explore something warmer?" Now your designer has context, direction, and a reason. That's actionable.

How to Communicate Your Vision When You Don't Know How to Describe It

• Use analogies. "I want this to feel like a high-end hardware store — rugged but refined."
• Share visual references. Screenshot things that have a feel you're drawn to.
• Describe your customer, not your preference. Design isn't about your taste — it's about your audience.
• Talk about what you don't want as much as what you do.

The Bottom Line

The best design work comes from the best client-designer relationships. Your designer brings the craft and the strategy. You bring the business knowledge and the vision. When both sides show up fully, the work is almost always great.

Ready to start a creative partnership that actually works? Schedule a free consultation at jpetrous.com | contact@jpetrous.com | 586-563-6634.