Beauty is in the eye of the beholder, right? Well… sort of. Sure, we all have our own style, influences, and preferences. Part of our job as designers is to help clients find and express a visual identity that aligns with their vision.
At the same time, a “customer is always right” attitude can backfire. Many of the decisions we make are grounded in experience and intention. There are clear reasons why you chose a straightforward font over Comic Sans, or why you left white space around a key message. Simply agreeing to every client request without explaining your rationale can lead to weaker outcomes and missed opportunities.
That’s not to say designers should be headstrong or dismissive. True collaboration takes more than “holding your ground” or automatically saying yes to every request. To become a truly exceptional designer, you have to recognize that communication is just as important as composition, sketching, or any other skill in your toolkit.
When clients understand the why behind your decisions, they’re more likely to trust your judgment. Moreover, when they do still have feedback, it will be more focused and constructive. So in this article, we’ll explore some tips on how to communicate your design decisions with clarity and confidence.
Explain Your Decisions in Terms of Goals
It’s natural to describe your choices in terms of what you “like.” But doing so reinforces the idea that design is purely subjective, and opens the door for clients to nitpick anything that doesn’t match their personal taste.
Instead, frame your decisions around business goals. For example:
- “This white space draws attention to the time and location of the event, which is the most important takeaway.”
- “We chose this bolder typeface for the CTA so it stands out more clearly in mobile viewports.”
- “This muted color palette reinforces the brand’s calming, wellness-focused identity.”
This approach shifts the conversation away from preference and toward purpose and intention.
Beware the Curse of Knowledge
As designers, we consider concepts such as hierarchy, contrast, accessibility, and responsiveness daily. But not everyone does. What seems obvious to us might not be so self-evident to clients.
This “curse of knowledge” creates blind spots. We assume others understand our reasoning when they might be lost entirely. That’s why it helps to slow down, or even give an “Explain Like I’m 5” version of your decisions to help build a shared foundation. Sometimes this can reassure a client entirely and get them on the same page. At other times, there might still be feedback to discuss, but it can come from a more well-rounded perspective that makes it more useful.
Be an Active Listener
Sometimes, even your most precise explanation doesn’t land. That’s when listening becomes your most valuable tool.
Often, client feedback is vague or off the mark, but a valid concern is usually hiding underneath. When someone says, “The logo should pop,” they might not mean “make it brighter.” (Even if that’s where their mind first jumps!) They might really mean, “I want the brand to feel more central or important.” Or when they say, “It feels empty,” they might really be reacting to a lack of visual hierarchy.
Pay attention to body language, tone, and context. Ask clarifying questions. When you truly understand what the client is trying to express, it becomes much easier to respond thoughtfully and effectively.
Keep It Collaborative (Not Defensive)
Receiving feedback is part of the job, but that doesn’t mean it’s easy. It’s normal to feel defensive, especially if a critique stems from a misunderstanding.
Still, getting defensive is one of the quickest ways to derail a productive conversation.
Your role is to guide, not to battle. That means managing your own emotions, maintaining a constructive tone, and working toward a shared vision. Remember: your ability to explain, adapt, and align is just as important as your ability to animate or wireframe.
Practice and Grow
Like any design skill, communicating your ideas takes time to master.
Some designers have a natural gift for it. Others develop it over the years of experience. And some never focus on it at all, even as they build their technical skills. But if you want to level up professionally, communication is worth the investment.
Here are some concrete ways of accomplishing that:
- Practice with your team.
- Reflect on your client conversations.
- Watch how others present their work.
- Read, listen, and learn. (Just like you’re doing now!)
The more you exercise your communication skills, the more natural they become.
A Reflection from Chris Lo, Founder of Matcha Design
As designers, it’s our responsibility to understand the principles behind our craft and to mindfully create work that aligns with the goals of the project. That means designing with intention and care, while removing anything that doesn’t serve the overall purpose.
Along the way, you can add your own unique flair. But I don’t mean some kind of signature color or style. That stuff belongs to fine artists, not to us as designers. What I mean is, you should interpret the idea through your perspective and experience. Let your voice come through in how you communicate the message.
This is why I take issue with so-called “designers” or programs (hint: AI) that generate endless variations until something happens to please the client. It’s like tossing a ring at a carnival. It turns our profession into a game of chance, and audiences can tell the difference.
The truth is, clients often don’t know exactly what they want. More often, they don’t know what they need or what will actually work. As a designer, you need to clearly explain your thought process so that clients can understand the reasoning behind each design choice and how the elements work together.
That’s how you grow from a good designer to a great one.
Chris Lo, Founder & Creative Director of Matcha Design, winner of over 450 national and international awards.
Let’s Collaborate On Your Next Design
At Matcha Design, communication is one of our core values, and we hope to inspire other designers to adopt this value as well. It’s been a tremendous asset to us over the years, and we hope you’ll learn from our experience.
If you’re considering becoming a client of Matcha Design, you can expect this focus on communication to translate to a collaborative, transparent process from start to finish. If this sounds like the kind of experience you’re looking for, we’d love to hear from you!
