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G R A PH I C S - PR O.C O M 40 • WRAPS • 2 0 2 2 Bridging the Gap from Customer to Designer Often your designs won't need unnecessary words to get the message across. (Image courtesy IDWraps) How to get your client to make the right decision BY M A L C O L M G I E S K E Malcolm Gieske works at IDWraps. com in Slatington, Pennsylvania. G R A PH I C S - PR O.C O M to Designer Slatington, Pennsylvania. A s graphic design professionals, we all dream of customers arriving at our door with a clear vision of their brand and the desired visual they hired us to develop. But what if their vision needs corrective lenses? I'm talking Coke bottle thick glasses. Believe it or not, customers don't always have the best ideas. It turns out that contractors, HVAC installers, or plumbers are rarely qualified to be design directors. We just can't directly tell them that. Here are some tactics used at our shop to guide customers through the design process.

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