I have a recent client who will remain nameless. Their new packaging is horrible and generally will not suit the market for which they are aiming it for. Compared to similar brands there is no way that I can foresee the product standing out on the shelf. I put this to the client politely and courteously. They understood my concerns but have decided that it will be fine to market this product as it is. If it doesn’t take off they will consider changing the packaging and perhaps branding. In the meantime I am having to design for a ‘brand’ which is completely footloose. It is very difficult to be diplomatic whilst trying to forcefully make your point that the ultimate success of the product will be impacted if the whole design-side of things is conflicting and confusing. I was wondering if any of you have had similar issues and could advise me on the best way to articulate my point to the client. Far from a client from hell (they are very nice - partly why I wish they would see my point - I don’t want them to fail), this is more like a client from limbo land
There’s not much you can do. That’s where choosing a client well comes in. Some clients, not matter how good you are cannot help themselves. I’d be willing to bet you are also having a hard time convincing them of good design from your side of product things as well.
The skill of picking good clients is something that comes with experience. It can be tempting to see a client with terrible design and think “hey, here’s my opportunity to make things better”, but you have to think of how they got where they are and that they obviously don’t see a problem = they either like bad design or don’t care. You can’t change clients like this.
I suggest you just try and get through the project and move on. There is nothing you can do so don’t waste your effort.
When I used to skateboard, sometimes you would do a trick and almost fall. Most of the time you don’t but sometimes you fall. There’s a point in the falling process when it is not possible to save yourself and you have to prepare to slam hard.
It’s like this with clients. Sometimes you can save them but you also have to be aware when it’s too late and prepare for impact.
I am not trying to advocate for free work, but maybe you can do some quick simple sketches that help the client understand what “good” packaging is. Even if you can communicate that it should at least be clean…
If this doesn’t work, you could always go to a retail store (I.E. Apple) and take a photo of their wall of headphones, accessories, etc. Two page presentation. Page 1. Show this image of clutter. Page 2. Drop back the opacity of the bad packaging examples and emphasize the good ones. Explain the good ones are clear and bold (or whatever your p.o.v. is). This could be a solution that would take about 30 minutes and could at least help communicate your point of view.
Education is part of the design process. Teach them how they can add value to an experience.
Instead, suggest to the client that you and they take a trip to a few retailers together to review, discuss, and critique competitive packaging to better understand how they would like to present their own product - consider part of establishing the project brief.
I’m not sure any of the strategies will work if you’ve already tried to convince them of the facts. Here’s what I’d suggest:
Refer them to a 3rd party that is a specialist in branding and packaging. Just nudge them that they may want a second opinion. That way it also doesn’t come off as you wanting more work and may help to have another professional view on the situation.
I’d still however go back to my original advice that a brand brand can’t be helped. It’s pretty rare that a brand is so bad and knows it and wants to help themselves.
If you want to PM me, I’d be happy to give more specific insight if you don’t want to share brand details here.
When I used to skateboard, sometimes you would do a trick and almost fall. Most of the time you don’t but sometimes you fall. There’s a point in the falling process when it is not possible to save yourself and you have to prepare to slam hard.
It’s like this with clients. Sometimes you can save them but you also have to be aware when it’s too late and prepare for impact.
Good Luck.
Whow, striking comparison.
I learned a lot out of your post:
A: Nearly all designers my age have been skating in their teens.
B: I was too risk averse when skating, and perhaps still am, now.
I can remember having bloody knees till aged 8 or 10. But at some point I had grown too big to let
myself fall easily, or it was just my big head, that told me not to fall.
There may be some additional factors that is driving their decision process. As a consultant, the best you can do is make them aware of pitfalls and let them choose. At the end of the day, that’s what they’re paying you for and how you will be graded. For all you know, the current path may be the best for them at this point in time.
Thanks for your responses everyone. It seems as if there are two camps. In the blue corner we have the ‘put your head down and get through it camp’ and in the red the ‘try your hardest to prove your right (good design is worth it)’ corner. Personally I agree with all of you. It is difficult to turn your head away from a debate that you feel you can win, though when you are debating to someone who is stubborn and purely focused on one path, it is hard to keep that the motivation up. I think rkuchinksy has hit the nail on the head. It is all about having the experience to be able to chose your client. Oh to be wise. I do however believe that the merits of good design is something that businesses are beginning to realise more and more and perhaps, I put it to you ladies and gentleman, we may one day see a day when the majority of clients see our in-put as wise, valued and integral to their business plan.