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Three common mistakes that every designer should avoid when making the pitch.

Making The Client Happy – As crazy as it sounds, a designer should not be concerned with making a client happy. They should, however, be concerned with achieving a client’s project goals. If your client wants to improve visibility of their instant mac & cheese on a grocery store shelf, deliver them a design that does just that. If that doesn’t include their favorite color and pictures of the family dog, so be it.

Getting Defensive About a Concept – The word “concept” is defined as an abstract idea or general notion. Remember that! Do not fall in love with a concept. Be willing to grow and adapt with it. Politely ask the client to elaborate on their dislikes. Do your best to stay positive and create a dialogue that will help the project move forward, rather than defending an old idea.

Mistaking a Question for a Change Order – When your client asks why you chose to use a black background or a sans-serif font, just answer the question. “We can change that” is not an answer that evokes confidence. Your client chose you because you are an expert. Prove it to them. Refer back to the mood board and explain how you strategically made each choice based on the project goals. Always be open minded, but don’t be shy to back up your work with hard evidence.

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