The following took place outside a rural dentist’s office. The client requested an electric sign that that was a full-color copy of their business card. Four weeks and thousands later…
Client: Wow, that turned out just perfect! My husband is going to be so pleased to see that up when he gets back.
Me: I’m glad you like it, we’re very happy how it all came together.
A crane truck and two installers hoisted the sign in the air, attached it to the 16′ pole and turned the lighting on.
Client: Oh wait, that’s not right, you need to take it down now, I don’t believe this! I want our money back!
Me: What’s wrong?
Client: Well look at it, can’t you tell? It’s not right, it’s not the same as our card.
Me: Now ma’am, both you and your husband approved the design, you signed off on the comps, the shop drawings, the contracts and all the permits. We just can’t be expected to–
Client: Any fool can see that these do not look the same! Oh, my husband is going to be so mad with you people!
Me: But why? We worked closely with you on every step of the approval process, they are identical in every way.
Client: Just look at this and you can see how different they are!
She holds the business card up at arm’s length and closes one eye.
Client: Look! Look! The sign, it’s just so much…bigger!