Obviously, every graphic designer would love to create the perfectly original design for every client, and in a perfect world, this would be possible. Designers would have unlimited freedom in their creations, clients would love to be original, and advertisements would be appreciated for the art form they are. Unfortunately, we don’t live in a perfect world and designers very often have to forgo unique designs and their creative flair for a canned design that their client desires. In all reality, commercial design just is not the place for showing off artistic talents.
With this in mind, the question arises, how do you as a designer keep each project from looking like the last one? When you get an amazing idea, it’s hard not to want to keep using it for every client, but for your future clients’ and your career’s sakes, you cannot just copy the best idea you’ve ever had into every project. Keep your work original for each new client by following these tips below:
1. Focus on the Client
This is the most important piece of advice to keep in mind. Your client is relying on you to improve their standing in their customers’ eyes. Your job is to find out the image the client wants portrayed and to make every part of the design point to this image.
2. Consider the Audience
Probably the second most important tip to keep in mind, knowing your client’s target audience will help you to create a design that appeals them. After determining your client’s image, you will need to choose colors, images, fonts, etc. that will be eye-catching and relevant for the audience.
3. Avoid Self-Expression
A print brochure or poster design for a client is not the place to show off your latest creative ideas. It is also not the place to give your political opinions on a matter or to show off your humorous side. It all goes back to the first two tips above: only the client and their audience matters. Reserve your self-expression for your own side projects or promotional materials for your business.
Keeping these three design tips in mind for every project you acquire will insure that you have a long and successful career as a designer. They will also help you keep your projects fresh rather than all of your designs merging together into variations on the one theme you can’t seem to get out of your head. If you are still struggling to be original while anonymous, take a break from the office to gather new ideas or scratch that creative itch by taking the time to make a design for personal use. Then come back to the drawing board and begin anew.
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