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Jul 07, 2023 199 likes •398 views

REAL Design: Presenting https://www.youtube.com/watch?v=YmnGJLYzeuA https://www.youtube.com/watch?v=Izv8Y0ZRiTQ https://youtu.be/IXXKqwrEql4 Pratt Institute ASGR-102-04 Communication Design II John Battista De Santis

SLIDE 1 13 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 13 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu https://www.youtube.com/watch?v=YmnGJLYzeuA https://www.youtube.com/watch?v=Izv8Y0ZRiTQ https://youtu.be/IXXKqwrEql4

REAL Design: Presenting

SLIDE 2 14 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 14 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

Design Technique: Present like a Pro

https://www.linkedin.com/pulse/5-rules-presenting-design-concepts-clients-dave-holston Dave Holston Communication, Design and Brand Strategist, Author,

1. The Rule of Good Work

The fjrst and most important rule is that you should never show work that you would not want to be associated with. The phenomena of the client choosing the least favorite design is more than legend it is fact

“Never, ever, show something you don’t want the client to choose. If in doubt, take it out.”

SLIDE 3 15 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 15 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

Design Technique: Present like a Pro

2. The Rule of Three

The rule of three is the most tried and true method for presenting ideas. Creating three options means added work as the designer is required to produce ideas that may not refmect their ideal solution

Client’s choice: This is a solid design, that’s not boring, but doesn’t challenge the

client too much. This generally falls into the category of “what the client asked for.”

Designer’s choice: This is the design that the designer thinks is the best

solution. This is generally a highly creative solution that squarely balances business and audience needs.

“Wow” design:

This option pulls out the stops, pushes boundaries and challenges the client to think beyond the norm. This option probably won't get chosen but it gives you room to expand the conversation about what is possible.

SLIDE 4 16 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 16 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

3. Present in Context

It turns the presentation into a “beauty contest” that pits design aesthetic against design aesthetic, as

pposed to staying focused on design strategy. A better approach is to show work

in relation to competitors, thereby switching

the conversation from “which concept looks best,” to “which concept provides us a competitive advantage.” it’s better to avoid conversations about the design aesthetic and rather focus on the brand and its meaning in a holistic way.

SLIDE 5 17 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 17 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

4. Name the Concept

Rob Swan, senior vice president and executive creative director at BrandImage, has a fjrm rule in his studio: Every concept that is presented to a client has a name. “If you can’t name a con-

cept, then there is no idea there,”

explains Swan. “If you can’t name the driving

concept behind the design, then it’s just pure aesthetics

.” The name provides a clear line of sight from what you are seeing in the design all the way back to the strategy.

SLIDE 6 18 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 18 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

5. Focus On the Problem, Not

the Aesthetic

The fjrst step in presenting is to show the client that

you understand the problem that the design is intended to

solve. By reviewing the criteria for success that was established at the beginning of the project,

you align the client’s thinking, so that you share a common mind-set. As you show the work, focus on just a few key ideas that support the success criteria. Do not dwell on design elements, like typography or other design specifjcs, unless the client asks. What the client more likely wants to know is how the design meets his need. Discussing design is a trap that many designers fall into. They believe the client is as interested in the layout grid and typography as they are. Discussing such things invites the client to art direct the project, which is never desirable.

SLIDE 7 19 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 19 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

6. Present in Person

“I hate to present in PDF form. It is the weakest way to put your work out into the world. You have no con-

trol over the way the client looks at the PDF and handles the PDF They show it to a bunch

f people

who haven’t been involved and get scattered opinions.” Vrontikis presents comps and discusses them with the client, but usually takes the comps with her when she leaves the meeting. Her rationale for doing so is not

ne of distrust of her client, but that the purpose of the meeting is to review the comps in a professional atmosphere,

where she can be present to answer questions.

Be a Presentation Pro

Presenting concepts is a combination of strategy and theater. The ability to present ideas clearly to the client is often the difgerence between success and failure, so it’s worth planning and rehearsing. Presenting your work in a professional manner with set standards and protocols establishes you as an expert and author-

ity. Regardless of how good the design solution is, it must be communicated in such a way that the client has a rationale

for liking it.

SLIDE 8 20 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 20 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

Lecture: 11 Ways to Screw Up Client Presentations

by Mike Monteiro https://youtu.be/IXXKqwrEql4

The hardest part of design is presenting work.

You can't even argue about this. I've seen people who did amazing work get up in front of a client and lay eggs. I've also seen people do alright work and work clients around their little fjnger. Optimally, you want to do good work and present it well. But I'd rather have a good designer who can present well than a great designer who can't. Can you to be a good designer if you can't present your work to a client. Work that can't be sold is as useless as the designer who can't sell it.

It is not an additional skill. Presenting is a core design skill.

SLIDE 9 21 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 21 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

1. Seeing the client as someone

they have to please

Your client hired you because you are the expert at what you do

. They are the expert at the thing they do. And you have been brought in to add your expertise to the client's expertise to help them accomplish their goal. (If you're presenting work and unclear

n what that goal is we have a bigger problem than this article is going to address.) What they didn't hire you to do is make

them happy, or be their friend. Your decisions should revolve around achieving that goal, not pleasing the client. And while you should do everything in a professional and pleasing manner, never confmate helping the client achieve their goal with making them happy. They will ask you to do things that run counter, in your expertise, to achieving the goal. Your job is to convince them oth-

erwise. In the end, they will be better served if you see yourself as the expert they believe they hired. And while this may

Ways to Screw Up Client Presentations

SLIDE 10 22 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 22 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu result in some unpleasant conversations during the project, having unpleasant conversations is sometimes part of the job.

2. Not getting off your butt

This is your room. Your fjrst job is to inspire

confjdence. Not just confjdence in your work, but also confjdence in your client that they hired the right
person. Every interaction is an opportunity to reaffjrm their decision in hiring you. Get ofg your ass and lead this meeting.

You'll seem more confjdent if you're standing up. Your voice will carry better. Be the authority on design your client hired. Work the room. Walk to where you're needed. Being on your feet will allow you to walk from person to person as they ask questions, simultaneously making you look more confjdent and allowing for more intimacy. It should go without saying that you dressed nicely and your hands are out of your pockets. Now run your presentation, sport.

Ways to Screw Up Client Presentations

SLIDE 11 23 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 23 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

3. Starting with an apology

Do not start the presentation with an apology or disclaimer. No matter how much more you had hoped to present, by the time you get in that room, whatever you have is exactly the right amount of work..

Don't do anything that you'll need to apolo- gize for. Like showing up late. Or forgetting an adapter. And if you're really not prepared for the meeting, then better to cancel it than to waste

your clients' time. (You can get away with that exactly once during a project.) But by the time you are in that room, be ready to present strong and to exude confjdence.

Ways to Screw Up Client Presentations

SLIDE 12 24 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 24 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

4. Not setting the stage properly

You have gathered all of these busy people together. They probably have other things to do. So let them

know why they are in this presentation. Let them know

they are a necessary and important part of the conversation. People like feeling needed. And they hate having their time wasted.

Start by thanking them for their time

. Let them know what their role will be. Why they're here. What you'll be showing them. And what kind of participation you need from them. . Let them know what stage of the project you're in. Give a very brief reminder of what the last stage was, how it helped you get to this stage, and how the presentation you're in now will help move the project forward.

Ways to Screw Up Client Presentations

SLIDE 13 25 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 25 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

5. Giving the real estate tour

Never explain what they can obviously see right in front of them. They can all see the

logo on the top left. There is absolutely nothing more boring than a designer walking a

client down the page, listing all the things they can already see.

You don't sell a house by talking about sheet-

rock. You sell it by getting the buyer to picture themselves in the neighborhood.

Sell the benefjts of the work, how it matches to the project's goals

. And while every decision on that page should have been made with the benefjt of data and good research, people are irrational creatures who don't make decisions based on data and research.

6. Taking notes

Ask someone else to take notes for you. And then post them for the client to review after the meeting so you can agree you heard the same thing.

Ways to Screw Up Client Presentations

SLIDE 14 26 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 26 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

7. Reading a script

You need to convince your client that you're excited about what you're showing them. This is a show.. Not so much that it's a clown show, but enough that you're building up some excitement. Work towards a crescendo. There's little difgerence between a designer presenting work and a DJ working a crowd. You are selling design. So have your facts straight. Have your homework done. Have your data at hand. Know why you've made the choices you've

made. Have notes nearby if you need to refer to them, but you shouldn't be sitting near your notes anyway. (Remember,

you're walking the room.)

Be a scientist when you work, and a snake charmer when presenting

8. Getting defensive

You are not your work and your work is not

you. It is work product done to meet a client's goals. The client is free to criticize that work and tell you whether he

believes it has met those goals or not. You are free to disagree with him. And you are expected to be able to make a rational case for those disagreements. This is a job. Sometimes it's best to sit on it for a while. It's perfectly fjne to say something like “That's interesting feedback. Let me think about it."

Ways to Screw Up Client Presentations

SLIDE 15 27 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 27 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

9. Mentioning typefaces

Clients don't give a ----- about typefaces. And if they do, they'll ask.

The thing I've heard most often from clients is “I don't know anything about design." (They're wrong, btw.) This is their way of telling you they're uncomfortable. They hate feeling uncomfortable, and you do too. It's on you to get them back into their comfort zone, which is the thing they're experts in — their business. . There's already a design expert in the room — you! So when presenting the work, talk about it in terms that relate to their business. Talk about how the decisions you made as the design expert match up to the goals of the project. Then your client can judge those as the subject matter they are. But the color, the type, the design shit — you've got that. If you ask them for their opinion on design don't come crying to me when they give it to you, and you're all like, “They don't know anything about design!" They warned you!

10. Talking about how hard you worked

The worst feedback you can get from a client is “Wow. It looks like you worked really hard on this!" the client will probably be irritated that they paid you for 30 hours of work to do something that looks like it took an hour. Which it did. They're just not seeing the 29 hours of bad design that got you to that one hour of good design. And for the love of god, please don't show them those 29 hours of bad design.

Ways to Screw Up Client Presentations

SLIDE 16 28 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 28 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

10. Not guiding the feedback loop

There's only one question worse than “What do you think?"

Most clients have absolutely no idea what kind of feedback you're looking for. And there's no reason why they would. They do not do this every day. They don't have the training that you do. Nor do they need it, because guiding them towards the right type of feedback is part of your job. (Anything that helps you do your job is part of your job.) Know what you want before you call the meeting, and then guide the meeting toward that goal. So during the presentation feel free to slap your hands together and say “This is the kind of feedback I'm looking for today!" Here are some suggestions for guiding questions: Does this refmect your brand? Does this refmect your users' needs as we discussed in the research? Does this refmect your current ad strategy? Keep the feedback questions about things that they're the subject matter expert in.

The absolute worst question of all:

Ways to Screw Up Client Presentations

SLIDE 17 29 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu

Do You Like it?

SLIDE 18 30 Pratt Institute • ASGR-102-04 Communication Design II • John Battista De Santis • https://commons.pratt.edu/gr20201 • jdesant5@pratt.edu 30 Pratt Institute • • John Battista De Santis • jdesant5@pratt.edu

11. Asking “Do you like it?"

They are no longer viewing you as an expert.

You are no longer their equal in expertise. You are no longer the person they feel comfortable enough writing a check

to. Even if they don't realize it, all of these things just happened. You are now a small

child showing your dad a picture of the cat and

hoping he deems it worthy enough to put on the fridge anchored by his magnetic Las Vegas bottle opener.

The client didn't hire you to make something they liked, and something they like may not be the thing that leads to their success. So do not confmate

the two. This point needs to be driven home from the very beginning of the project. And nowhere is this message more undermined than using language that leads them down a subjective path.

Ways to Screw Up Client Presentations