Designers and customers

10.03.2025

— Why do some designers get great clients? And the others are nothing but suckers!

You’re looking through someone’s portfolio and thinking, “This is really cool! What customers - big, big! This is a cool designer. How could I become like this!!”

Although in fact, the size of the customer does not in any way affect the coolness of the project. A striking example is Lebedev Studio. Yes, large corporations and entire cities come there - but the logos of John Fedor and Khovansky have gone viral. Just some burgers, just some blogger.

The level of the customer only affects the designer’s ego. Provided that there is nothing else to shut up this ego other than a line “By the way, I worked with…” But the only parameter related to the client, and which really affects the project, is how much you love each other as people. Although it is possible without this. Without love, you can stably conduct projects based on your skills and established processes. It’s just more pleasant with love. And in a simpler way.

And why are there cool guys there, and losers here? And how is it that every time cool guys show up, you weren’t invited there? And the truth is:

The same people come everywhere

The same tasks come everywhere

It’s only what happens after that that matters

In fact, the guys “with cool customers” - you already know that this is a fiction, but we’ll call them that - actually know very well the answer to one important question. What fun should we do now? They are whispering about something, digging, prowling. And between “getting things done” and “walking boldly” there is also the need to “do it while having fun.”

What could this need consist of? From the designer:

• Show what's new and interesting. Maybe further than usual
• Try a new technique/style, steal something very beautiful from what he saw there once
• Rethink old experiences and introduce new contexts. Or completely fly your brain into the future

For the client:

• Consistently develop your business. Without jerking to the right, left (and everything around is burning and breaking, at least the designer won’t trample on Easter cakes!?)
• Be heard. Gain enough respect for him as one of the few sous-re-of-true particular businesses
• Get a solution to the problem he came with

Admiration for both the project and the portfolio arises when the designer manages to realize his needs in the project along with the needs of the client. Be sure to do everything you ordered. This is what you get paid for. But this is not necessarily the only thing. And that’s the only way.

It’s not possible to completely ignore the client’s needs. More precisely, it will work a couple of times. And then you have to close. Because old clients have run away, and new ones are coming in with difficulty. And the money is running out.

It’s easier to completely neglect your needs - but then…

— Why do shitty customers come to other designers? And there are only suckers for me!