If you’re in the marketing industry, like myself, trying to understand client feedback can be a tricky and confusing affair. Clients say one thing, but they actually mean another. It’s basically listening to a non-designer trying to explain type theory to you.

In order to help designers understand and translate this ‘client-speak’, Plato Web Design has created an infographic explaining what they really mean when providing feedback. Check it out below for some assistance. And if you’ve learned a little ‘client-speak’, share it with us.

client-speak translations

“Make it look more luxurious…”
Translation: Wide, thin fonts in all caps with lots of letter spacing.

“It’s not popping for me…”
Translation: Brighter, bolder crap with shadows behind it.

“This logo just looks like a font.”
Translation: Add random, abstract shapes.

“I’ll know what I want when I see it.”
Translation: They won’t.

“It needs to look friendlier…”
Translation: Boldish, cursive fonts and lowercase subtitles with no serif.

“Make it look like Apple.”
Translation: A thin sans serif next to an actual iPad.

“Can it be more retro?”
Translation: Lots of funky shapes in the background.

“Make it look classy.”
Translation: All caps Trajan Pro.

“Needs to be sleeker…”
Translation: Sleek is luxury plus shiny.

“Jazz it up a little…”
Translation: Completely meaningless.

And when in doubt, add tons of white space.

Source: http://designtaxi.com/news/365427/Infographic-Translating-Client-Speak-Like-A-Pro/