I worked with a client who did business coaching, designing their promotional materials and such. They were nice enough, but I have to admit – if they were good at business, I never saw it. It seemed to me that they were mostly good at throwing around buzzwords and self-help. That was fine for me, usually, but one time they gave me a full blast of nonsense:
Client: This really isn’t good enough. I’m not getting “passion,” I’m not getting “commitment to values.” I want the design to really speak to excellence, to disruption, to transforming industries. I want this design to change someone’s life.
I added red to the palette and sent it back.
Client: Perfect! I’m so glad you heard me.