You’ve simply created the proper design pitch for a brand new shopper’s enterprise. The aesthetics are eye-catching, the small print intelligent and you realize this idea will fly off the cabinets. And then… they need to go in a “different direction.” What occurred?

The actuality is that robust designs don’t promote themselves. Graphic design is a subjective artwork type and it may be troublesome for purchasers to know what to decide on. Without context or a convincing presentation, your shopper could miss all these intelligent particulars that make your design your best option. Or they might not perceive the deep pondering behind your aesthetic strategy. While the idea could appear good in your eyes, you continue to have to “sell” your design to your shopper.

In this text, we’ll share six methods to make your shopper fall in love together with your design pitch.

1. Presentation is all the pieces

When constructing a model for a enterprise, it’s straightforward to neglect how highly effective that first impression may be for a shopper. Your pitch ought to carry their enterprise to life and assist them dream about an thrilling future together with your design work because the centerpiece.

It’s not nearly a single emblem or a bottle label—it’s all in regards to the greater image. Help your shopper go on that greater journey with you, by serving to them visualize the design in actual life and perceive the way it could possibly be expanded sooner or later.

Stock pictures can evoke a selected feeling or environment. Texture or patterns can add visible curiosity. Mood boards are a terrific device to assist your shopper perceive what you’re going for. Even a easy stationary mockup or an in-situ poster could make the design really feel extra tangible and switch some gears within the shopper’s thoughts.

Once you’ve pulled collectively your idea, it’s additionally essential to think about what format you’ll current the design pitch in. Are you sending your purchasers a PDF or formally presenting a Keynote? Are you collaborating in a design contest and wish your design’s thumbnail to face out from different submissions?

Make certain to provide your work house to breathe, so the shopper can actually take it in. Cramming in too many particulars could make the pitch chaotic and troublesome to digest.

branding style guide for a ramen restaurant in a minimal and simple line art style
simple icons of a bowl, ramen sun and brand name
Unfollow! Dsgn contextualizes the that means behind their emblem

2. Contextualize your design

As a part of your pitch, explaining your work is at all times essential. Your shopper isn’t a thoughts reader. Help them perceive the thought course of behind the design by clearly strolling them by your strategy and stating any attention-grabbing particulars.

Why did you select this particular iconography, colour palette or aesthetic? Are there intelligent easter eggs hidden within the design? While you’ll have created one thing sensible and considerate, your shopper could miss so much in the event you don’t level it out.

To actually drive your pitch residence, it’s best to use key phrases from their inventive transient to display the way you’ve listened to their wants and utilized them in your work. This helps the shopper join your design and their imaginative and prescient extra clearly. They’ll recognize your attentiveness.

brand style example with logo and illustration style for phoenix wick, a candle brand
Two very totally different emblem ideas by Begum G.
a second style of branding for phoenix wick with a thicker font and flowers

3. Don’t get caught within the particulars

If you’re offering your shopper with a number of choices for a design undertaking, ensure each has a powerful perspective. You need the shopper to purchase into the general idea first. By presenting design choices which are too comparable, you could get caught up in discussions about colours and structure choices too quickly. A pitch is basically about figuring out the general course your shopper desires to go and incomes their enthusiasm.

Once your shopper chooses a course, you can begin the suggestions course of. But once more, you’re the knowledgeable—do a few of the heavy lifting by yourself earlier than bringing changes to the shopper. Sometimes it’s higher to do one thing effectively and provide fewer selections, so the shopper can present clearer suggestions with out getting overwhelmed.

4. Showcase the business match

How does your design maintain up towards the competitors? That’s a giant query on each shopper’s thoughts. As a designer, you possibly can assist them visualize this by performing some aggressive analysis of their business. Does your shopper need to match the aesthetic of others or go in a very totally different course?

For instance, let’s say your shopper is beginning a high-end style enterprise. You can present them how your emblem could evaluate to others within the business with a easy visible emblem grid:

comparing generic logo with high end fashion brands like hermes, givenchy, louis vuitton, gucci, prada

Presenting your design like this helps the shopper see how their model would evaluate and (if finished efficiently) could in the end promote them in your work. Whether they’re seeking to mix in or stand out, that is a straightforward manner for them to know how your idea would match out there.

bagel and fox logo on packaging materials like coffee bean bag, coffee cup, paper bag, business cards and stickers
six pattern illustration styles for each coffee blend
a barista creating latte art
CBT provides this model life with a transparent visible aesthetic
a barista pouring hot water on filter pour over coffee
coffee bags

5. Choose your phrases fastidiously

Kerning. Raster. Leading. DPI. Slugs. Graphic design has a unique lexicon—not everybody speaks the language. When working with purchasers, it’s essential to translate design vocabulary into one thing that’s extra approachable. After all, they’re a key collaborator in your inventive course of.

Think about easy methods to discuss design in a common manner. For occasion, phrases like “tracking” may be known as “the space between letters.” Words like “bleed” may be known as “the printed area overlapping the cut edge.”

Well-written or easy-to-understand conversations can say much more a couple of designer than their strong design vocabulary.

6. Give your shopper house

Have you ever fallen sufferer to a pushy salesperson? Imagine you’re shopping a retailer and abruptly, they’re strolling you thru each nook of the shop, making an attempt to upsell you within the course of. What was meant to be a relaxed buying expertise has change into a demanding turn-off.

Don’t be that salesperson. After you’ve shared your proposal with a shopper, give them some house to mirror on all the pieces. Make your self obtainable by letting them know you’re comfortable to reply any questions after which ask to set a follow-up assembly to reconnect.

You’ve given them so much to digest. Let them do this with out an upset abdomen.


At the top of the day, pitching a shopper generally is a lot like relationship. If you’re trustworthy, assured and approachable, your purchasers will see you as somebody they might fortunately work with for a very long time.

By digging deeper into your design ideas and speaking your ideas clearly, you’ll give them the context they should mirror and provide suggestions in your designs. And by listening carefully to their wants and reflecting them in your work, you’ll display how one can be a terrific collaborative companion and have the ability to promote your design.

While you should still not win each pitch, these easy suggestions ought to offer you a aggressive edge!

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This article was initially written by workerbee and printed in 2015. It has been up to date with new examples and knowledge.

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