Growing Your Freelance Business with Criticism

One of the worst parts of the job could really be one of the best tools you can have.

Client criticism and comments.

In the world of design, it’s really easy to become sort of insular and only see what YOU think is good design. Just because it’s something you dig, and something that other designers will like and appreciate does not necessarily mean that it’s the best solution.

One of the bottom lines that can be overlooked is what the client thinks is the best solution. After all, they understand their customer base better than you do. They know what their base expects and wants to see – and so they need to have some legitimate power and sway in the final piece.

Your job is to present the best finished work to your client, and many times, you have to tell the client what they need. You have to hold their hands, pick their brains, distill everything they say and think and want, and then turn around and give that to them in a package that is attractive, timely, and ultimately – sellable.

The actual design work is up to you, but you can take a lot of what the client says about their end user and use that to your advantage. Not just for that particular job, but for many jobs.

If you design an ad for a car dealership, pick that dealer’s brain for information on their demographic. Listen to any complaints or preferences they have. If they give you examples, save them. Then, when you work with them again, you save time – and thus, make more money. Plus, that information will help you with other clients with the same demographic.

But beyond that, you can get a good feel for what different demographics and types of people are looking for in a design, be it a logo, ad, website, whatever. Taking the criticism and little cues from clients can actually make you a lot of money, save you a lot of time – and it can make you look a lot smarter.

With all that said – you’re the designer, and you know design better than the client. That’s why they’re paying you. They’re not always right (read more on that here.) But ultimately, they have the final say (since they’re paying the bills) and you have to do what they ask – but you’re the professional designer. And part of being a professional designer is the ability to take what they like, don’t like and use their knowledge to create the best design you can. Then, you can take that knowledge and make your future work ever better.

Criticism, comments, likes and dislikes are tools the client gives you – and you can use them any way you like.