For many years I have practiced under the assumption that clients like choices. I have frequently run into the problem of a client picking the least strong design or cutting up each design and creating an abomination. Nothing has ever frustrated me more than having a client that doesn’t know what they want, but somehow they know that if they put X, Y, and Z together it is the perfect solution. For the most part I usually caved to these demands from the lingering rule of business: the client is always right. Over the past few months, I realized my view has been completely wrong.

I finally asked myself: Why is this organization hiring me if they have the ability to implement their own design? Then it came to me while searching on the ‘net one day reading through hundreds of other designers complaining that the client is always right model doesn’t work…the fact is, the clients don’t know what they want, and that is why they are hiring me to do the job.

The fact is that anyone - yes, anyone - has the ability to create a web page. However, only graphically (and technically) inclined can create the reality of a company on the web. Most people either don’t have time, energy or the expertise to dive into building the perfect fortress online. That’s where designers come in. It is our job to take the essence of the company and turn it into a visual presence.

So who knows best? Ultimately, the client has the last word - however - if you want to exist in the professional world of design, you must convey your ideas with the utmost integrity and reasoning. Most of us have experienced the web enough to recognize latest trends and assimilate best practices when it comes to constructing an identity online. We (designers) are the professionals. We know what is best. Now, I’m not talking about information and industry specifics in regards to a client. They are obviously the experts in their own field, but we know how to manage their information into an effective marketing presence on the web.

Ok, back to the main point - should we submit multiple designs to a client or one really really good one? There are pros and cons to each. First, multiple designs take time and creative energy. No one likes to sit down and pound out cookie-cutter designs for their clients. So, let’s say we have 3 mockups to submit. Chances are, at least one of these mockups will be weak. The remaining 2 designs will (on average) be extremely similar or completely different. What does this do to the client? Confusion sets in…decisions are made at an inappropriate time…and the verdict is usually less than pleasant for anyone involved. Designers are bombarded by the “can we move this here” or “I like this element on this page, but not this one” can we switch it out?” At first the concerns are understandable and a designer is more than willing to adjust their designs - until - the “suggestions” never end. Due dates are missed, contacts are upset because change X can’t happen if change Y is implemented…many times the situation turns disastrous for everyone involved.

Clients have to have diversity, you say…what if they specifically ask for X number of mockups? Well, obviously if a client is die hard on getting X number of mockups to decide from then we must go that direction. When this is the case, a rationale is required for each mockup to explain why you, as a designer - the professional - created each mockup and what the company can gain by choosing this mockup or that. A good rationale can do more for you than anything else! For those clients that do not specifically ask for any number of mockups, create the best you can possibly pull out of your over-worked designing mind and do nothing but make it better. When a client looks at one design they will immediately know what they do/don’t like about it - and it is much easier to decipher the client’s reservations on one design than on multiples.