Designers and communication skills

1. DESIGNERS AND COMMUNICATION SKILL
In the past,I conducteda group interview withsome topwebdesigners.One of the questionsthatwas
askedto eachparticipantwas“What do you feel are the mostimportantskillsforadesignerto
have/develop?”Byfarthe most popularanswerwas“communicationskills.”While thisisnottechnically
a design-relatedskill,Iwasreallypleasedtosee those responses,because Ifeel the same way.
Communicationskillscanmake orbreakany designprojectthatyou’re workingon,soI thoughtI would
coverthe topicinmore detail.
COMMUNICATIONSKILLS
Why are Communication SkillsImportantforDesigners?
I thinkbynature many designersare introvertedanddonotnaturallyhave strongcommunicationskills
(of course this is a generalization).Most of us enjoyworkingonourownand creatingsomething
special,butcommunicatingwithclientsmaynotbe one of our favorite activities.If thisisthe case for
you,take a lookat howyour communicationskillscanaffectyourperformance.
Design is a Client Service
Anytype of workthat isa service toclientswillalwaysrequire communicationbetweenthe service
providerandthe client,andwebdesignisnoexception.Asaclientservice,there isplentyof backand
forthcommunicationforthe clienttothe designer.There will be veryfew designprojectsthatwill allow
youto go work onyour ownand thenpresentafinishedproducttoa clientwithoutmuch
communicationinduringthe process.Fora webdesigner,codingandcreativityare apart of the
everydaywork,andsois communication.
Clients KnowTheir BusinessBetter Than You Do
The site you’re designingfora clientisbeingcreatedforaspecificbusinessandtoachieve specific
results.Asdesigners,we reallydon’t know muchaboutmostof ourclientsincomparisontowhat they
know.Theyknowwhofallsintotheirtargetmarket,and(hopefully) theyhave anideaof whatthat
target marketwouldlike inawebsite.Theyknow whattheirvisitorswill be interestedinwhenthey
arrive at the site.Theyknowthe detailsof theirbusinessthatneedtobe communicatedonthe website
to visitors.Withouteffective communication,gatheringthisinformationwill be difficultorimpossible.
Witheffective communicationyoucanworkwiththe clienttocreate a website thatachievestheirgoals.

2. You Depend on Them,They Depend on You
As the designer,youwillneedcertaininformationfromthe clienttocomplete the jobtothe bestof
your ability.You’llneedtheirinitial inputplustheirfeedbackthroughoutthe process.Asthe client,they
dependonyouto create an attractive and effective website.Becausethere ismutual dependence,
communicationisabsolutelynecessarytobridge the gapandto create satisfactoryresultsfrom both
parties.
Clients Don’tKnowWhatYou’reTalking About
If you use industryjargonor technical language whencommunicatingwithclients,theywillalmost
alwaysbe confused.Yes,you’ll have someclientswithanexcellentknowledge andunderstandingof
webdesign,butmostwon’tfall intothiscategory.Afterall,they’recomingtoyouto dothe workfor
them,somost likelytheydon’tknow thatmuchaboutthe subject.
Beingable toeffectivelycommunicate inasimple andunderstandable mannerisa skill initself.If you
are able todevelopthisskill,yourclientswillbe able tohave a bettergraspon whatyou are doingand
why.
SometimesClients Worry
Beingable tocheck inwithclientsandcommunicate throughoutthe processwill helpthemtoknow that
youare makingprogressandthat they’re importanttoyou.Some clientswillhave atightschedule that
youneedto workwith,andif theydon’thear much fromyouthey’ll wonderif thingsare still ok.Youcan
keepthemhappybyjustkeepingthemup-to-date withthe progressandgettingtheirfeedback
throughout.
Getting Clients is Easier with Good Communication Skills
So far all of the factorsthat have beenmentionedhave assumedthatyouhave alreadylandedthe
client.The truthis,most clients willshoparoundalittle bitandtheymay talkto a few different
designersbefore makingadecision.If youcan effectivelycommunicate withpotential clientsandshow
themthat you’ll doa greatjob forthem,you’ll getmore clientsasa result.
WhatCan YouDo To ImproveCommunicationWithClients?
MakeYourself Accessible
In orderfor communicationtoworkbothways,clientsmusthave aneasyway to getintouch withyou.
Provide themwithanemail address,cell phone number,andwhateverother methodsof

3. communicationyouprefer.If youare notaccessible,the communicationwill come toolate andyou’ll
windupspendingmore time thanshouldhave beennecessary.
Avoid Jargon
As I mentionedearlier,mostof yourclientswon’tunderstandwhatyou’re talkingaboutif youare using
technical terminology.Getinthe habitof communicatinginsimple,basicwaysthatanyone can
understand.You’ll alsoneedtoknowa bitaboutthe clienttoknow how youcan bestcommunicate with
them.Some clientswillhave abetterunderstandingthanothers.
EncourageFeedbackThroughouttheProcess
Welcome the thoughtsandopinionsof the clientasyouare workingonthe design.Communication
doesn’tonlyhappenatthe beginningandthe endof the project.You’ll be able tocreate a more
effectivewebsitethatthe clientispleasedwithbyencouragingtheirfeedback.Ultimately,the client’s
opinionisreallywhatmatters,somake sure yourworkis headedinthe directionthattheywant.
Be Carefulwith Email
Email isa greatand convenientmethodof communication,butthe tone of an email caneasilybe
misinterpreted.Whensendingemailtoa client,be sure thatyourmessage isclearand that the client
will notbe misledortake the message inthe wrongway.
Take Advantageof Face-to-FaceContactWhen Possible
Many designersdoworkforclientsall aroundthe world.However,some focusonlocal clients.
Wheneverpossible,arrange aface-to-face meetingwithclientsatleastonce or twice duringthe project
(or more, dependingonthe size andscope).Communicationissimplymore effective inperson,plusit
helpstoget to knowthe clientbetter,andithelpsthemtodeveloptrustinyou.
MakeCommunication a PriorityUp Front
The start of the designprocessisprobablythe mostimportanttime forcommunication.Withoutgetting
a properideaof whatthe clientwantsandexpects,youcan waste a lotof time headinginthe wrong
direction.Forsmallerprojects,muchof whatyouneedfromthe clientcanbe obtainedatthe start of
the process,whichwill make yourlife easier.
Avoid Assumptions

4. It’seasyfor designerstoassume acertainknowledge fromclientsortoassume certainexpectations
theyhave.Try to getout of the habitof makingassumptionsaboutyour clientsandbe sure that
everythingiscommunicatedeffectively.Startbasic.
Explain Yourself
As designers,we dosome thingsthatclientsdon’tunderstand.It’sagoodhabitto explainwhyyoudo
somethingacertainway.
In summary
The abilitytocommunicate designcompellinglydemonstratesintelligence,havinggoodcommunication
skillsindicatesthatwe have a level of confidenceinourabilities anddemonstratingrespectforothers
givesyoua betterchance to communicate effectivelytoyourclients.