if you like it, you will know

If I build it (with proper search engine optimization), the users will come!

I was on the phone with a potential new client the other day talking her through how we will begin her website design project. I suggested that she create an outline for her new website including individual pages and jotting down some ideas for what kind of content would be on the pages. I encouraged her to start thinking about how the website might be navigated, what sort of content might be featured on the home page and how a visitor will find their way to more detailed information.

She stopped me, insisting that she had “no idea about this stuff.” Another client recently mentioned being “terrible with the artsy stuff.”  I don’t expect a non-designer to understand the in’s and out’s of designing and building a website. I’ve got plenty of geeky, CSS-obsessed friends to talk with about that stuff on Facebook. While I’m not surprised by these reactions, I must insist that we all know what we like when we see it. Actually, we’re probably even more aware of the things we DON’T like!

There’s a gut reaction to what we like and what we don’t like. What is missing is the technical and/or aesthetic language to communicate these feelings. But all hope is not lost for the “non-artists” of the world! (Also, please do not be offended by this “non-artist” title, it’s much better than being called “artsy-fartsy” by your third cousin who wants you to take photographs of her newborn.)

When getting to know a client’s style, I first ask that they send me links to logos, packaging, posters, websites – just about anything visual that they respond to positively! Understanding someone’s individual style gives me a pretty good idea of where to begin a project. Meeting with a client face-to-face is invaluable, but not always possible. I’ve occasionally asked out-of-town clients where they shop for clothes because that can convey a ton of information.

So relax…. you know more than you think! Find a designer or an agency that feels right. It is the designer’s job to create an environment in which your ideas are realized visually.