Revealing the magician’s secret is never popular, but sharing “abstract” as a keyword that exists in many of my projects is an easy design trick which has helped me out. I have yet to meet a client that asks me to “maintain the principles of design” for a deliverable, nor should I expect them to do so. The abstract background allows me to include texture, customize layout, pay attention to space, and plop brand colors in as needed.
The abstract background is a quick solution when providing art direction…
- “Guide the eye”
- “Fill in this area”
- “Bring it all together”
The abstract background can also be interpreted through client feedback…
- “I don’t know what I want.” = “No worries, we’ll focus on the message and brand colors (including an abstract background), friend.”
- “I want a full page ad, but I don’t know what to put in it.” = “The designers will work with the content developers to keep it simple (including an abstract background), buddy.”
- “Make it pop” = I’d rather not go into this response.
This abstract background came from the “add a swoosh” phase years ago. The “swoosh” was a popular request at one time and I began to wonder where this pattern was coming from? Clients simply don’t speak the same language as a designer so they sometimes use keywords and it is my job to interpret.
Throughout my career, I’ve built up my familiarity with computers/software then became more client facing. As I take in a client’s request, I jot down notes a designer may find useful. If there is anyway I can limit the round(s) of approval on photo sourcing, I can sleep better at night.
As a designer, it’s my job to interpret the client’s vision. This has worked for me in the past. What works for you?