4 Tips for Collaborating with “Non-Visual” People

Some of the worst character traits you can have as a consultant are impatience, a tendency to make assumptions, and a failure to keep the “big picture” in mind—and I’ve exhibited all of these over the years.

Most recently these have surfaced in the context of my clients’ visual fluency: how they look at things, evaluate what they see, and then express their observations and preferences. And when the communication between us isn’t clear on these matters, it can (and has) led to rework, frustration, and delays. After all, if I don’t understand clients’ visual goals, and they in turn don’t understand my aesthetic jargon, that’s a pretty serious misalignment. With this in mind, here are some “lessons learned” for those who work in design or branding across media.

Understand that clients know more than they think they do.

While they may consider themselves analytical or text-based thinkers, many have some visual background that can be tapped into. Have they ever taken an art history course, or do they have a favorite filmmaker? What about the choices they consistently make when editing or posting images to social media? These are mini-conversations worth having, and can help them begin to identify a visual style. In short, even those who openly claim that they aren’t “visual” can have an unarticulated, perhaps instinctual, sense of some of the basic options and formal considerations.

Even those who openly claim that they aren’t “visual” can have an unarticulated, perhaps instinctual, sense of some of the basic options and formal considerations.

Help build the lexicon.

Often this is simply a follow-up to the first point above. What brought this home to me was being told that I used a “language” in discussing visuals—one my client didn’t have access to, either receptively or expressively. From that moment on, I made a point of defining terms and/or providing exemplars. If I feel self-conscious about over-explaining things, I offer a simple preamble: “Apologies if you already know this term, but…” The effort seems to be appreciated.

Identify and use visual references.

Don’t assume that because an idea appears in an approved proposal, or you’ve used it consistently in conversation, that clients know what you’re talking about. Again, you can ask direct questions as mentioned above. But to make sure you’re really on the same page, both you and the client can provide visual references by conducting an image search or a competitive analysis (at any stage of a project, by the way, not just at the outset). What are some logos or websites that feature the same elements or design principles under discussion? This doesn’t have to be a time-draining research project as everyday examples abound—they just need to be explicitly brought into relief. For example, if a client is on LinkedIn or Twitter (and who isn’t?), have them identify accounts with banners/profiles they find appealing or impactful in terms of their messaging.

Unpack generalizations.

In their attempt to bridge differences in background, understanding, or vocabulary, a client may state an idea or feeling that closes the gap part of the way. That’s your cue to close the rest of it instead of expecting them to do so. Case in point: I was recently informed that a draft design was “too busy,” and immediately I needed more specificity. Did this mean there were too many colors or design elements? Or were there too many kinetic pieces or types of media? Each of these scenarios suggested different solutions, and I was clearly requesting instant clarity in an area where the client was already working hard to provide a generalization. For this reason the conversation shifted, and became productive, only after I took the lead and calmly deconstructed these options instead of just expecting more from someone who was already doing their best.

The key, as it is with all facets of consulting, is to remember that my job is, when necessary, to educate and, at all times, to empower. My job isn’t about simply getting a given project done, and neither is yours. If we make it that, then the project is apt to be uninspired, and the process fraught. If instead the mindset is to create instead of to produce, then communication and collaboration flow naturally, and visions get realized.

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Peter Gutierrez is a long-time media, communications, and branding consultant.