The disconnect is a common one. Clients often have a clear vision for their business but may not have the design vocabulary to express it in ways that help creatives.
Here’s a thought that always makes me scratch my head: Artists are free and unbounded by rules. They do whatever they want and call it art. Anyone who says that has no idea what it is and what it takes to create any form of art, music, dance, theater, painting, poetry, or any art form is genuinely misrepresented in this type of thinking.
I recall day two of my grad school training, my acting class. I was thrilled. After years of stuffing acting classes between history, science, and math, I was now at a place where I could be creative, flow freely, and just do whatever for the entire day. I was finally free of the rigid and in a world of flow and creativity. I was working on a scene with a classmate, and my teacher stopped us and said to me, “It’s just words.” I was shocked. Here I was, emoting like made, with tears, shouts, and pounding on the table. His observation was that it was just words.
Then he said the magic phrase: What You’re Doing Is Unspecific.
Right there and then, it all made sense: specificity. Art can be free, flowing, unbridled, emotional, and without boundaries as long as it is specific. Or, as my wise and insightful teacher said, what your work is lacking is speci-fucking-ficity.
Since that moment, that has been my guide as a creative, and I find myself getting frustrated with non-creatives and clients who offer unspecific feedback in meetings.
Perhaps I am the only one who feels this way, but I doubt it. I imagine that many creatives have been in meetings and have wanted to rip their eyes out after showing clients new designs or new stories and receiving feedback such as "You know we’re tech." That is unspecific, and it is frustrating. Of course, it is our job to take such feedback and give the client what they want, but that type of feedback doesn’t make it easier.
This is what I’m thinking about today, so this is what I’m writing about today. Today’s blog will examine how to bridge that gap between the unspecific and the creative results.
Read on; this should be: enlightening, instructional, informative, edifying, enriching, and refining.
See what I did there? Okay … just read.
The Challenge: When Vague Feedback Falls Short
We’ve all been there. You’re in a meeting with a client, and the designer unveils a beautifully crafted logo—a mark that tells a story, captures the brand’s essence, and has something unique to offer. As a copywriter, I can clearly see the narrative in the design, the way it speaks about the company’s identity, its place in the market, and its values.
And yet, the client responds with something like, "We’re tech-focused, and we want that reflected," or "It needs to feel innovative."
To a creative, this kind of feedback can be frustrating—not because we don’t value the client’s input, but because terms like "innovative," "modern," or "tech-focused" can be so broad that they don’t provide enough direction. We’re left to guess: Does "modern" mean minimalistic? Does "tech-focused" mean futuristic? Does "innovative" mean the client wants something edgy and bold or sleek and elegant?
The disconnect is a common one. Clients often have a clear vision for their business but may not have the design vocabulary to express it in ways that help creatives. Meanwhile, designers and copywriters see the story behind the mark, the intricate details that make it resonate, but struggle to explain that in a way that aligns with the client's request. The challenge lies in bridging this communication gap—turning broad feedback into concrete, actionable design direction.
The Problem: Why Vague Terms Don’t Provide Enough Specificity
When clients use generalized terms like "innovative," "modern," or "tech-focused," they’re often trying to communicate something deeper that they find difficult to articulate. These terms can mean different things to different people; without further clarification, they leave creatives in a bit of a guessing game.
For example, "innovative" could be interpreted in countless ways. Is the client referring to cutting-edge technology, a minimalist aesthetic, or something bold and experimental? "Modern" might imply clean lines, flat design, or high-tech imagery. The trouble is, without, wait for it, specificity, we’re left to interpret these words through our own lens, and the client might end up feeling like the final result doesn’t match their vision—simply because we misunderstood what they meant.
The Creative’s Role: Translating Abstract Ideas into Visual Stories
As creatives, we’re not just designers or copywriters—we’re translators. Our job is to take abstract, sometimes vague, ideas and transform them into something tangible and meaningful. It’s not just about creating something that looks good; it’s about ensuring that the design reflects the brand’s identity and, tells the right story and conveys this story with specificity.
From my perspective as a copywriter, I often see the story in a design long before the client does. For instance, when a client says they want something "tech-focused," I don’t just hear a word—I start to think about what kind of story this logo should tell. Is this a company focused on artificial intelligence? Are they creating disruptive technology? Are they a startup challenging traditional industries? By understanding the story the brand wants to tell, I can help steer the design process in a way that goes beyond vague terms and connects to something more meaningful.
But to get there, we have to help clients articulate their vision more clearly. This requires patience, active listening, and a willingness to guide the conversation to clarity.
Practical Solutions: How to Move Beyond Broad Feedback
So, how can we help clients move beyond these generalized terms and give more actionable feedback? Here are a few techniques that I’ve found to be effective:
1. Ask Probing Questions
One of the most effective ways to get past vague feedback is to ask targeted questions that help clients refine their ideas. Instead of accepting "modern" or "tech-focused" at face value, you might ask:
- “How do you want your customers to feel when they see your logo?”
- “Can you describe the first impression you want your logo to give?”
- “Are there other brands or logos that resonate with you? What about them stands out?”
These kinds of questions help to draw out more specific responses. By asking clients to focus on emotions, customer experience, and examples from other brands, you guide them toward clearer, more useful feedback. For instance, a client might realize that when they say "modern," they really mean "minimalist and clean," which leads the creative team to focus on simple typography and streamlined design elements.
2. Use Visual References
For many clients, it’s easier to react to something visual rather than trying to describe what they want with words. A mood board, a selection of design styles, or even presenting a few different logo options can help bring their ideas into focus. This method turns abstract concepts into something more concrete, allowing the client to visually articulate their preferences.
For example, presenting different interpretations of "modern"—from sleek, minimalistic designs to more complex, high-tech visuals—can help clients pinpoint exactly what they’re looking for. Similarly, showing logos from other industries or companies they admire can reveal the appealing elements, whether the use of color, font choice, or iconography.
3. Explain the Story Behind the Design
Sometimes, clients need to be guided through the thought process that led to the design. Instead of simply presenting a logo, take a moment to explain how the design reflects the company’s values and goals. Walk them through the choices that were made—the color scheme, the typography, the shapes—and how those elements combine to tell the brand’s story.
This storytelling approach can help the client see the design in a new light, transforming it from just a visual piece into something that truly resonates with their business. They begin to understand how the mark represents their brand, its place in the market, and its connection with customers. And more importantly, they feel a sense of ownership in the process.
4. Tie Feedback to Business Goals
One of the most effective ways to make feedback more actionable is to connect it directly to the client’s business goals. Clients often come into the design process with a strong focus on their business’s future but may not always know how to translate those goals into a visual language. By framing the conversation around these goals, you can help the client provide more relevant and specific feedback.
For example, you might ask:
- “Who is your target audience, and what do you want them to think when they see this logo?”
- “How does your company differentiate itself from competitors, and how can the logo reflect that?”
- “What message do you want to convey about your brand’s position in the market?”
This approach shifts the focus away from vague terms and onto the bigger picture, allowing the client to think strategically about how the design can support their business objectives. It also helps the creative team better understand the brand’s direction and create something that aligns with those goals.
Understanding the Client’s Perspective
It’s important to remember that clients aren’t trying to be vague on purpose. Often, they’re using the language they know, and they might not have the vocabulary to describe design elements in detail. Words like "modern" or "innovative" feel familiar to them, even if they don’t offer the clarity we need.
As creatives, it’s part of our role to translate this feedback into something useful. It’s not just about deciphering what the client wants; it’s about helping them articulate it in a way that moves the project forward. By acknowledging that clients may struggle to express their vision, we can approach the conversation with empathy and patience.
The Space Between Theory
The space between concept is deeply relevant when considering the communication gap between creatives and clients. This space represents the area where ideas, perceptions, and vocabulary don't align, and yet, it’s precisely where the most meaningful collaboration can happen. Just as people often exist in between traditional marketing categories—navigating transitional life phases, shifting interests, or defying conventional labels—clients frequently find themselves caught between their business goals and the language they use to communicate their needs to creatives.
In the context of creative collaboration, the space between is where the magic happens. It’s a place of potential where creatives translate vague or abstract feedback into tangible designs that capture the essence of the brand. Rather than seeing this space as a barrier, ThoughtLab sees it as an opportunity. We thrive in these in-between spaces, working closely with clients to move beyond static language and broad descriptors. By fostering open conversations, we help them articulate their vision in ways that resonate emotionally and strategically. We don't just deliver logos and designs; we create visual stories that align with their brand's and audience's fluid, evolving nature.
Collaboration: Turning Feedback into Strategic Design
Ultimately, great design comes from collaboration. It’s about finding a shared language that connects the client’s business goals with the creative vision. By guiding clients through the process—asking the right questions, offering visual aids, telling the story behind the design, and connecting feedback to their strategic objectives—we can turn broad feedback into something actionable.
When clients feel understood, they’re more likely to trust the creative process. And when creatives understand the client’s business goals, they’re more likely to produce work that not only looks beautiful but also resonates with the brand’s audience. The best designs come from this place of mutual understanding and collaboration, where both sides contribute to the final product.
So, the next time a client gives feedback like, "We want something modern and innovative," don’t be frustrated. Instead, see it as an opportunity to dig deeper, to help them clarify their vision, and to turn abstract ideas into a design that tells their brand’s story in a way that truly resonates.
At ThoughtLab, we pride ourselves on our ability to bridge the communication gap between creatives and clients. Whether you're in tech, healthcare, or any other industry, we understand that sometimes it can be challenging to articulate your vision. That’s where we excel—taking the time to ask the right questions, listen deeply, and guide the creative process with clarity and empathy. We don’t just deliver beautiful designs; we craft visuals that reflect your business goals and resonate with your audience. Our team thrives on collaboration, finding innovative ways to turn abstract ideas into meaningful, strategic design. At ThoughtLab, we’re committed to helping you see your brand’s story and communicate it with impact.
