Have you ever talked to someone who didn’t ever STOP talking? It’s hard to get a word in to even participate in the conversation. Yikes! One-sided conversations are a great way to kill a business and even a relationship. I’ve learned that the BEST way to communicate is to sometimes just listen. After all listening is crucial!

Listening and observing can sometimes do more to help you understand your client than brow-beating them with an idea or concept. Listening enables you to actually understand where your client is coming from, what they are thinking, and what they want for their business.

I recently had a situation where I was working with a client on her logo and what she WASN’T saying was just as important as what she WAS saying. Sometimes clients can’t put into words exactly what they want…they just know the logo is not where they want it to be. It’s by asking questions and listening to the answers that helps me determine what my client is really seeking.

It’s my responsibility to help my clients understand what they want. They can see it in their heads but getting the words out to explain it is not always easy. I can learn a lot about my clients just by actively listening and asking the right questions.

Creating a logo (or any other design) isn’t about me (surprise, surprise). It’s about my clients and their businesses. Yes, there comes a point where my “consultant hat” is used to help explain a concept or the reasoning behind a design, but it’s together that the design is tweaked and created to what my client really wants.

The point of all of this? Stop and listen. Don’t just assume that what your client says is really what they mean. Dig a little. Listen to what they’re NOT saying and turn all of that around into a great design. After all, designers often need to let go of their egos and realize that through actual conversation and listening can an amazing design be created.