Working with clients #1

It’s only natural that clients will do their own design research. They will make aesthetic judgments and have their own taste. However, it’s worth understanding the difference between the two: an aesthetic judgement is often inexplicable, like an emotional reaction; it’s instinctive and can defy explanation and resist attempts at persuation. To the client, something is either beautiful or it is not. Taste is more rational and can evolve reationally based on appreciation of what something is for, why it is designed in such a way, what the result will be, and even how it is made. In a good, collaborative client relationship, we should always be able to influence taste.

Jon Tan, «Taxidermista», The Manual #1, p. 36

November 28, 2011