One of my long time clients asked me to design
simple decals to mark different scents of a product they were displaying in
their stores. Her words were “make them clean and modern”
After five or six different “clean and modern”
designs were rejected, the client offered a bit more direction.
Client: I just want it to be an ornate antique frame around
a chalkboard background. You know, really shabby chic.
I made a new decal know that I understood that “clean
and modern” meant “ornate, antique, and shabby” – or, you know, the exact opposite of what
those words mean.
The client loved it.