Yes, that title is correct. We don’t design for our clients, and by the same token we certainly don’t design for ourselves! Who we design for is the customer, our client’s clients.

So many designers these days are producing “questionnaires” that ask your favourite colour, do you want a symbol in your logo, what type of font do you like? All of these things -sorry to say- are not up to the company owner. They’re not up to the designer to impart their opinion on either. These factors are established by research.
- Researching the the client’s company
- Researching the industry
- Researching the competition
- Researching the end user/customer
This is where you draw your conclusions from. Not from the company owner’s nor the designer’s “opinion”.
Design is about communication
Nothing more, and nothing less. I sometimes get irritated when people say things as obvious as that to me, and while you might agree and get back to your normal way of doing things; take a minute and think about it.
You’re designing to communicate a message “buy this”, “subscribe here”, “register now”, “enquire”, and if your design efforts are not focussed around those objectives, you might as well be putting lipstick on a pig.
“Don’t try to be original. Just try to be good.”
Paul Rand – 1914-1996
There are a lot of Paul Rand video clips and tributes going around the design community at the moment, and for sure, he deserves all the credit he can get.
There is one very important message I get from him where I can sense his frustration in trying to get his message across. It’s summed up in that quote above, and what it really comes down to is that people need to first become capable of the basics of communication before they can start innovating. Walk before you can run in other words.