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DESIGN

The

DESIGN CONSTITUTION BY CHUCK GREEN

What is your understanding of the dynamics of the Client/Creative relationship? I've heard lots of opinions and countless complaints, but in all my wanderings, I have yet to find a good, non-legalese consensus of what we should expect of each other. A proposition that lays out the “spirit” of our relationship. Why concern yourself with it? Because, if you're human (like me), you sometimes repeat the same mistakes. You assume that your counterparts understand what you understand until the inevitable problems arise and you kick yourself. You think about how much easier it would have been had we simply agreed to some ground rules to begin with. You are invited to join me in drafting “The Design Constitution”, a document that lays out the basics of interaction between Creative (designer, copywriter, photographer, illustrator, and so on) and Client. Sound easy? Not for me—just getting the first fourteen articles in writing has been cause for lots of thought and more than a little soul-searching.

Article 1

A rticle 3

Let’s acknowledge, up front, that the Client is the boss. Though we hope most aspects of our relationship will not require “boss-like” authority, once issues about our work are raised and aired, and we are still without consensus, we both acknowledge the people funding the work have the final say.

If there is more than one person representing the Client, let’s agree to determine from the outset, which member of the Client’s team has final decision-making authority. Particularly in the areas of style and tone, giving more than one person veto power often takes the edge off great work.

Article 2

Article 4

The Designer is not a decorator—they are as skilled at marketing as they are about look and feel. Let's agree to build our relationship on collaboration, not dictation. The Client best understands the underlying concepts, products, and services associated with their organization— the Designer has a unique, untainted perspective worth sharing.

Let’s get to know our customers and prospects like we never have before: the problems they need solved and the benefits that will improve their lives. Let's take advantage of the fact that the Designer, who is often uneducated about the subject matter, can offer a valuable unfettered perspective of the situation.

Leadership

Collaboration

26

Authority

Knowledge

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This free guide is to help people make their business a viral success online. Our focus is on Business Intelligence, Digital Design, and Phi...

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This free guide is to help people make their business a viral success online. Our focus is on Business Intelligence, Digital Design, and Phi...

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