Cracking The Code

Working even with myself can feel like a game of charades sometimes. I perform so many different tasks in design, web, marketing, and brand management that my full glossary of terms is exhausting, and very often I forget to dumb it down in client conversations to ensure alignment and clarity. You say one thing, they interpret another, and before you know it, you’re knee-deep in revisions. It’s not because I’m difficult or the client is; it’s because design has its own language, and most people haven’t been taught how to speak it.

This isn’t about turning clients into design experts. It’s about understanding just enough to make projects run smoother, save money, and get results that truly work.

As someone who’s been on the receiving end of vague briefs and last-minute panics, I know how much easier it could all be if we just spoke the basics. So, let’s break it down. Here’s how clients can learn the basics to manage their designers better, and how designers can step up to make collaboration seamless.

Most of the time, design hiccups come down to a lack of clarity. Clients often think all we do is design pretty artworks and spend our lives living in a bubble of creativity. Which, to be fair, we do—most of the time. But a good portion of that work involves setting up the canvas for population.

For example, if I design a logo, the actual creative part is fun. But then comes the technical part. I need to ensure the design is created in Illustrator, export all the variations—wordmark, brandmark, combination mark—each in different colours. I also need to create versions with transparent backgrounds, others with coloured backgrounds, and multiple file types like JPEG, PNG, SVG, EPS, AI. At the end of the day, just performing this task can take a few hours or even a few days to ensure that sometimes upwards of 80 versions of your logo are available in different formats, colours, and styles.

This. Is. Not. Fun.

Nor do clients actually consider this aspect. This often creates a disconnect, not only in budget but also in expectations. Clients may think a "simple" task is straightforward, but in reality, it requires many moving parts to achieve it.

The most important thing here is to ask questions. Don’t just rely on your designer—Google it, ask ChatGPT, find out the truth. This way, not only can you avoid being taken advantage of, but you can also leverage your understanding to achieve objectives faster.

Common Scenarios:

• Undefined scope: A client asks for “a poster” but doesn’t specify the size, platform, or purpose.
• Platform mismatches: A graphic designed for Instagram is suddenly needed for YouTube ads, leading to costly adjustments.
• Assuming simplicity: Thinking design is just “drag and drop” when in reality, every detail matters.

It’s not about blame. Most clients simply don’t know what’s required, and many designers don’t explain it upfront. That’s where we can all do better.

1. Learn the Basics
You don’t need to know how to use Photoshop, but understanding a few key concepts can save everyone time.

• Resolution: Determines image clarity. For print, it’s measured in DPI (dots per inch), while digital is in pixels.
• Dimensions: Always specify the size of your design. Is it for a banner ad? A social media post? Print?
• File Formats: Know when you need a JPEG (flat image), PNG (transparent background), or vector file (scalable without quality loss).

Examples:

For Design: Let’s say you want a poster design. Instead of saying, "I need a poster," be specific:
"I need to fill a space in our office. Can you design a poster for us?"

• What dimensions do you need? Is it A2, A3, or something custom?
• What’s the purpose? Is it purely artistic, or does it need to align with your brand?
• Should it be promotional? Are you highlighting a product, service, or event?
• What’s the timeline? Is this a quick fix or something we can perfect over time?
• Are you aware of the difference in quality if we opt for a rush job?

For Websites: Imagine asking for a landing page. Instead of just saying, "I need a page," clarify:
"I need a landing page for our upcoming campaign."

• What’s the primary goal? Lead generation? Sales? Brand awareness?
• Do you have copy ready, or do you need the designer to write it?
• What’s the call to action (CTA)? Should users "Sign Up," "Buy Now," or "Learn More"?
• Are there brand assets like images or videos you want included?
• Is it desktop-only, or do you need it optimised for mobile as well?

Why It Matters:
When you can clearly state what you need, your designer can deliver faster, with fewer back-and-forth questions.

Vague requests lead to vague results. Instead of saying, “I need a graphic for a campaign,” try:
“I need a graphic for Google Ads, sized 300x250, featuring our new product launch. Please include our logo and the tagline ‘Innovation Starts Here.’”

More Examples:

• Social Media Posts: "We need three Instagram graphics for our sale. Two square posts (1080x1080) and one Story (1080x1920). Use our brand colours and include the promo code ‘SAVE20.’"
• Business Cards: "We need double-sided business cards. One side should have the logo and tagline, and the other side should include name, job title, email, and phone number. Standard size, 85x55mm."

Why It Matters:
Clear instructions reduce miscommunication and ensure you get what you need on the first try.

Visual examples are a game-changer. They’re proven work that you as the client like and are naturally drawn towards. For designers, it’s like being handed a template of clear language to follow. You might not know the words, but you know the feeling.

For instance, if a client shares an image, I can immediately pick up cues: "Ahhh, okay, I see. The client wants a modern, contemporary feel that’s still relaxed and inviting. They prefer warm colour tones with a primary serif font for that classic typeface look, paired with a sans serif font for readability. The design also has great clear spacing, with a big focus on the model in the image. Let’s keep things off-centre and focus on the product."

From my experience, trust really depends on the designer. I’d say trust them with a system, not blindly. If the designer shows they have a clear, understandable, and reassuring process, put it to the test. For those who don’t, make sure you establish one. Otherwise, you might end up in a situation where they live in "goo-goo gaga" land and never deliver work.

The sweet spot is having mutual trust. Where you trust the designer to execute, and they trust you to respect their process and timelines. This mutual respect for your money spent and their time needed creates harmony in collaboration.

Why It Works:
When both sides trust each other, it leads to better outcomes, fewer delays, and an overall smoother project.

Sometimes, the smartest move is to bring in someone who knows the ropes. This has become very common, especially among businesses aiming to streamline communication.

I’ve seen friends who’ve transitioned into these roles—they don’t design or develop anything themselves anymore. Instead, they act as a communication bridge between managers and designers, translating business goals into actionable tasks. It’s a high-value position because it saves companies time, money, and a whole lot of headaches.

This person ensures the creative team stays focused, projects don’t veer off course, and every brief is crystal clear. They understand both the business language and the creative language, which allows them to mediate and keep the process efficient.

Why It Works:

• Saves time: No more endless back-and-forth between teams.
• Maximizes resources: With clear communication, designers can spend less time guessing and more time creating.
• Improves outcomes: Having a dedicated liaison ensures nothing gets lost in translation, delivering better results for both the business and the creative team.

As a client, make a little effort to learn the basics and speak the same language—or hire someone who can. Whether it’s providing visual examples or asking the right questions, the goal remains the same: fewer misunderstandings, less wasted time, and better results. When both sides communicate effectively, projects run smoother, budgets are respected, and creativity thrives. It’s easy to expect the designer to guide you, but it’s your money at stake. Be proactive, manage the risk, and invest a little effort in understanding design language.