From the course: Working with Creatives
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Be a fair judge
- Sometimes, when people are given the role of design critic as a client is, people think that criticism is required, and sometimes, it is. But keep in mind that your main job is to collaborate with the creative to ultimately make the work better and not to be critical for the sake of it. So to that end, here are a few rules to live by. Don't be hypercritical to get your money's worth. Some clients will give lots of notes even when they love everything. You need to only relay actual concerns because if you think the work is terrific, you've already gotten the most important part right. The rest will come. Don't worry about the work solving absolutely everything. It never will. This is really common when creating new brand identities for people, starting with a logo. Imagine a company that has had a generic identity, neither offensive nor communicative. They grow enough to hire a design studio to create a real considered identity. And when judging the new logo, despite approval from…
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