I got contacted by a 70+ man who wanted to publish his book. He asked for a quote and the terms for working with my publishing house. I gave him a good price but he decided to go with someone else because they were pushy, even though they gave him a higher price for ONLY the printing services.
A week later:
Client: We want a reprint. This time we will do it with you, because we like the way your books look. We will send you our previous layout and cover so you can have a starting point.
Me: Great! I'll submit to you in a couple of days a new layout, something that looks a bit more 2019.
Client: Well, we used as inspiration this book
He sent me a cover of a book published in 2004.
Anyway, I sent a layout and three new covers and told him we'd be using a serif font throughout the book. He agreed with the layout and design so we started working on preparing the book for print.
Two days later:
Client: Mr. publisher, we liked your layout, but we want you to change it a bit. Serif fonts are hard to read, we should use sans serif.
Note: he had no idea what those words meant a week ago and now knows better than me on the subject.
Client; Also, about the cover. We like yours, but my son said we should use the old one. Yours is a bit reddish and we think the beige version was a bit warmer.
That moment when you realize that the color red isn't warm enough.
Client: Oh, and my name has to be in italics on the cover. It is a must!
Me: So we should reprint the book the way it was before.
Client: Yes, but we hope they will look as good as your books.
Then let me design them! Argh!