Effective communication means using words both you and your client understand.  That includes avoiding such technical terms as “parti,” “typology,” “materiality,” and “section” that are loaded with meaning for designers, but don’t have the same associations – if they have any meaning at all – for clients.

Most clients will have to make an effort to translate them.  Which means that you’ve distracted them from your important messages.

Put those ideas in everyday language.  Clients want to work with professionals who are accessible and easy to talk to. Setting yourself apart through your language tells clients that there will be just that much more effort in working together. Which undermines your good impression.

Make sure that in all of the language you use – both written and spoken – your communication is open and direct with the clients you want to work for.

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