It would seem that in the business of designing communication materials it is essential to remember that design, unlike art is a collaborative project that requires a client or collaborator. The first task of the designer is not to create, but to listen—especially when the client is not a gifted communicator who gives clear direction. Today I met again with a secretary from the one of my client's departments. I realized that she carefully communicated (albeit very subtly) some of the things that she needed the design to do. However, I was blind to her description since she brought a poorly designed brochure that I thought we could “fix.” Had I listened more receptively then I could have integrated her comments more forcefully into the final design.
First she mentioned that her design had too much white space, which I deafly (not deft) viewed (as most designers would) the opposite—too little space for true repose, little organizational structure. While we did integrate better photo choices, more legible typography, and a deceptively simple balance—we did not integrate her next most important suggestion. She sent a brochure, for our review, that she and her colleagues liked. We did not seek to interpret the design of the brochure since it did not meet our standard for “good” design. Ignoring a chance for interpreting the good features of the brochure that might make a difference and blind to the possibility that we could ask follow-up questions, we imposed our modernist design sensibilities on a brochure without the slightest compunction.
