Author: Kyle Macy
March 6, 2025

The Client's Conundrum: The Surprising Allure of Okay Design Over Outstanding Design

Early in my career as a designer, I worked on freelance projects with smaller companies that offered seemingly limitless creative freedom. But my perspective shifted when I transitioned to working in creative studios, where not every project aligned with my personal vision. I learned crucial lessons in humility, ego management, and the importance of collaboration. Striking the right balance between honoring the client's preferences and trusting my instincts and experience has become a crucial skill.

I’ve found that fear, a lack of design savvy, budget constraints, and misaligned expectations can often contribute to a client’s preference for mediocre design. Yet, there's hope in getting to a better outcome. As designers, by sharing personal stories, taking on the role of educators, fostering open dialogue, and emphasizing the return on investment that superior design brings, we can guide clients away from “safe” and “expected” towards a brighter, better-branded future.

Throughout my career journey, I’ve gained a deeper understanding of why companies, at times, settle for designs that fall short of their brand's true potential, and how to work with them to refine work that’s merely “okay” into something truly “great.” It’s an intricate dance between creative passion and compromise in the design world, and my personal experiences have shown me the challenges both designers and clients face.

Fear and Resistance to Change

For the client, the prospect of revamping their brand can be overwhelming, evoking images of chaos, potential backlash, or the nightmare of losing hard-earned customers. Faced with such apprehensions, they opt for familiarity, even if it's as stimulating as a box of rocks.

As designers, our role isn’t just to present new ideas. It’s to guide clients through the fear of change, and demonstrate the potential for positive transformation. Helping them envision the excitement and growth that can come from change turns their fear into anticipation, and paves the way for a real brand evolution.

Lack of Understanding and Education

Encountering clients who think Comic Sans or Papyrus are fonts that are suitable for a logo is not uncommon. Their choices often come from a limited understanding of design's intricacies, perceiving it as superficial – aka the typical "Make it pretty!" mindset.

As designers, our task is to serve as educators, shedding light on the multifaceted nature of design, including aesthetics, functionality, and storytelling. Guiding them through an 'Aha!' moment, we propel them beyond their design comfort zone. This transformative realization helps expand their perception of design, emphasizing its role beyond surface aesthetics. In fostering this understanding, clients become more discerning partners. They can appreciate the depth and nuance that design adds to their brand, ultimately resulting in more informed and thoughtful design decisions.

Resource Limitations and Cost Concerns

Clients are often navigating the delicate balance between budget and brand aspirations. Undertaking a full rebrand might seem financially overwhelming to a client, especially if they see a logo as something that’s achievable on a shoestring budget or, worse, can be outsourced to an online logo factory.

Demonstrating the return on investment can shift their perspective, turning a budgetary constraint into a significant investment in their brand's future. Illustrating how strategic spending aligns with long-term brand success fosters a more informed and confident decision-making process.

Misalignment of Expectations and Communication

When designers and clients talk, sometimes they use different design "languages," causing misunderstandings. To make the partnership work, trust is crucial. Designers can build this trust by simply explaining why they make certain design choices, making the design process less mysterious.

In a good relationship between clients and designers, creativity and understanding go together. When both sides understand what's possible and what's not, it becomes a team effort. This teamwork results in turning the client's ideas into designs that not only meet but go beyond expectations. This connection, built on clear communication, forms a strong base for long-lasting partnerships that value respect, openness, and a shared commitment to the creative journey.

Patience is our ally in this journey. Our mission as designers is to illuminate the path, one exceptional design at a time.

About the author

Kyle Macy is a Creative Director at CōLab, where he shapes innovative and cohesive brand identities with a human-centered approach. With over 15 years of experience, he has collaborated with brands like Nike, Beats by Dr. Dre, Williams-Sonoma, Instagram, and Reebok, crafting design systems that merge strategic thinking with creative execution.

Before joining CōLab, Kyle was part of Instagram’s design team and served as Creative Director at Ammunition Group, where he led branding projects for a range of global clients.

Outside of work, Kyle enjoys hiking, cooking, and spending time with his two French Bulldogs, Mr. Guy and Junior.