I was hired to work on a design project for a small business to update a very cluttered and outdated old e-mail newsletter (think: a newspaper smashed into a long jumbled e-mail).
Client: My Dad, who is in his 80’s, loves to work on these e-mail newsletters every month. I have finally convinced him we need to hire a designer to update the look. I might hand over the newly designed template back to him to update every month, or we might want you to do it.
I was hoping they wouldn’t give it back to the Dad, as the design could become cluttered and outdated again.
Me: I think we can make a lot of improvements to make the e-mail newsletter easier to read. We can break up the sections, simplify the content, and make the design look consistent with your brand.
We discuss some ideas. I perform research on layouts for inspiration, which I send to the client. She liked my research. I then sent her my design drafts. The designs look clean, appealing, modern, and easy to read.
Client: Oh, here are ten more images to place in the e-mail newsletter, 4 more sales promotions, three more articles, and three product descriptions.
Me: I would recommend linking back to that content on the website, on a blog for example, instead of placing it all on the e-mail newsletter. I think the e-mail design should be more of a brief scroll.
Client: I agree with you. However, we have to make my Dad happy with it, and that’s what he wants.
I realized the intended audience, in this case, is the Client’s Dad. The e-mail newsletter will become almost as cluttered as it was before.
I walked away from the project soon after.