Why getting more design concepts is not a good thing

design, logo design, branding, logo design concept, media fervor, fervor enterprises, creative agency, graphic design

Almost every logo and web design service points out that they can offer their client multiple logo concepts to pick from before they start working on perfecting the one the client liked. It sounds like a great add-on to the service. However, it is not always a case. A single design concept had proven to be a better approach. It doesn’t mean that you as a client won’t be involved in the design process or will get stuck with a logo or website that you don’t like. In fact, it sets the process flow up to a better outcome and higher satisfaction. Here is why.

Let’s take a quick look at the process

First, a designer learns as much as possible about your business and understands what your brand is about. A designer’s goal is to come up with something that is right just for your business.
You may have a specific vision already, and it’s great! Our designers love to see clients’ drawings (and you shouldn’t be great at sketching to share your idea with a designer) or other logos what you like, even if those are for the completely different products.

design, logo design, branding, logo design concept, media fervor, fervor enterprises, creative agency, graphic design

Next, a designer spends some time sketching and creating, and soon you receive the first design concept proposal. At this stage, you are giving feedback not on the logo but on the general direction, on the designer’s vision. From this point on designer develops your dream brand based on your feedback.
Of course, you wouldn’t expect to see all 30 or 50 sketches! It is designer’s job to consolidate all ideas and narrow them down to a few good ones, not yours. However, how many you would want to review? About five?

design, logo design, branding, logo design concept, media fervor, fervor enterprises, creative agency, graphic design

This seemingly small number doesn’t make it any easier. Does it? Now you have to make a tough choice. All of them seem to be working well but they still create a lot of “what if’s.” Your first move most likely would be to ask to see more options (yes, what’s right MORE OPTIONS). What if we use #1’s graphic paired with #3’s font? or … Without even noticing you begin to roam away and lose focus. It is not only frustrating but also often leads to the weaker, less cutting design.

And what if you were shown a single design at the concept stage?

It doesn’t mean that now you are stuck with this what a designer thinks is the best option. Not at all!

If you don’t like what you see a designer starts over. Does more research on your brand and product, goes through dozens of sketches and presents you with a new concept. Again, they choose the one best idea to next refine it with you.

design, logo design, branding, logo design concept, media fervor, fervor enterprises, creative agency, graphic design

All designers usually sketch out dozens of ideas while examining different concepts and trends, adding elements, cutting elements out, mixing and matching. It’s an intricate process and takes a trained and experienced eye. However, with all that work behind it isn’t necessary to give the clients choice for choice’s sake and present the 2nd and the 3rd best. And do you, as a client, really want to go through a number of “not so right” options just because they are available?

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