I firmly believe that there’s a touch of psychology behind good design. When I meet with a client, I pose some unusual questions:
1. If your business were a person, would they be male or female?
2. At a party, would they be dancing on tabletops or having a quiet chat in a corner?
3. If they had a hobby, what would it be?
My goal is to ensure the client describes their business, not themselves, as businesses may not fully reflect their owners. I attentively listen, observe their mannerisms, and pay attention to the moments that excite or disinterest them during our conversation.
Once I have a complete view of who they are and what their business represents, I start asking creative questions. From there, I develop their unique voice – not my vision of who they should be, but an honest representation of who they are and what would resonate with their target market.
