We believe that design is human-centered from both a visual and experiential standpoint. Therefore, aesthetics — or beauty — is in the eye of the beholder, and so a good designer must be able to see and experience from the perspective of the client. This level of understanding should be acquired in the creative brief stage where many questions need to be asked, particularly if the business relationship is new. The more a designer understands the pain points and aspirations of their client, the closer that designer will be to standing in their customer’s shoes. In everyday terms, we call this “empathy” and it is essential for what comes next: Trust.

From there, the designer can understand what the client needs — not only what they are asking for, resulting in a higher chance that the design deliverable will be successful. Trust fosters the line of communication necessary for completing good work, and you catch more flies with honey than vinegar. In other words, a good rapport and business relationship will lead to the establishment of the right set of core values like sincerity, care, accountability and diligence in the quality of work provided.

Success is a two-way street; and good design is a collaboration.