Earlier this week I posted a group interview with several established and successful designers. One of the questions that was asked to each participant was “What do you feel are the most important skills for a designer to have/develop?” By far the most popular answer was “communication skills.” While this is not technically a design-related skill, I was really pleased to see those responses, because I feel the same way. Communication skills can make or break any design project that you’re working on, so I thought I would cover the topic in more detail.
Why are Communication Skills Important for Designers?
I think by nature many designers are introverted and do not naturally have strong communication skills (of course this is a generalization) . Most of us enjoy working on our own and creating something special, but communicating with clients may not be one of our favorite activities. If this is the case for you, take a look at how your communication skills can affect your performance.
Design is a Client Service
Any type of work that is a service to clients will always require communication between the service provider and the client, and web design is no exception. As a client service, there is plenty of back and forth communication for the client to the designer. There will be very few design projects that will allow you to go work on your own and then present a finished product to a client without much communication in during the process. For a web designer, coding and creativity are a part of the everyday work, and so is communication.
Clients Know Their Business Better Than You Do
The site you’re designing for a client is being created for a specific business and to achieve specific results. As designers, we really don’t know much about most of our clients in comparison to what they know. They know who falls into their target market, and (hopefully) they have an idea of what that target market would like in a website. They know what their visitors will be interested in when they arrive at the site. They know the details of their business that need to be communicated on the website to visitors. Without effective communication, gathering this information will be difficult or impossible. With effective communication you can work with the client to create a website that achieves their goals.
You Depend on Them, They Depend on You
As the designer, you will need certain information from the client to complete the job to the best of your ability. You’ll need their initial input plus their feedback throughout the process. As the client, they depend on you to create an attractive and effective website. Because there is mutual dependence, communication is absolutely necessary to bridge the gap and to create satisfactory results from both parties.
Clients Don’t Know What You’re Talking About
If you use industry jargon or technical language when communicating with clients, they will almost always be confused. Yes, you’ll have some clients with an excellent knowledge and understanding of web design, but most won’t fall into this category. After all, they’re coming to you to do the work for them, so most likely they don’t know that much about the subject.
Being able to effectively communicate in a simple and understandable manner is a skill in itself. If you are able to develop this skill, your clients will be able to have a better grasp on what you are doing and why.
Sometimes Clients Worry
Being able to check in with clients and communicate throughout the process will help them to know that you are making progress and that they’re important to you. Some clients will have a tight schedule that you need to work with, and if they don’t hear much from you they’ll wonder if things are still ok. You can keep them happy by just keeping them up-to-date with the progress and getting their feedback throughout.
Getting Clients is Easier with Good Communication Skills
So far all of the factors that have been mentioned have assumed that you have already landed the client. The truth is, most clients will shop around a little bit and they may talk to a few different designers before making a decision. If you can effectively communicate with potential clients and show them that you’ll do a great job for them, you’ll get more clients as a result.
What Can You Do To Improve Communication With Clients?
Make Yourself Accessible
In order for communication to work both ways, clients must have an easy way to get in touch with you. Provide them with an email address, cell phone number, and whatever other methods of communication you prefer. If you are not accessible, the communication will come too late and you’ll wind up spending more time than should have been necessary.
Avoid Jargon
As I mentioned earlier, most of your clients won’t understand what you’re talking about if you are using technical terminology. Get in the habit of communicating in simple, basic ways that anyone can understand. You’ll also need to know a bit about the client to know how you can best communicate with them. Some clients will have a better understanding than others.
Encourage Feedback Throughout the Process
Welcome the thoughts and opinions of the client as you are working on the design. Communication doesn’t only happen at the beginning and the end of the project. You’ll be able to create a more effective website that the client is pleased with by encouraging their feedback. Ultimately, the client’s opinion is really what matters, so make sure your work is headed in the direction that they want.
Be Careful with Email
Email is a great and convenient method of communication, but the tone of an email can easily be misinterpreted. When sending email to a client, be sure that your message is clear and that the client will not be misled or take the message in the wrong way.
Take Advantage of Face-to-Face Contact When Possible
Many designers do work for clients all around the world. However, some focus on local clients. Whenever possible, arrange a face-to-face meeting with clients at least once or twice during the project (or more, depending on the size and scope). Communication is simply more effective in person, plus it helps to get to know the client better, and it helps them to develop trust in you.
Make Communication a Priority Up Front
The start of the design process is probably the most important time for communication. Without getting a proper idea of what the client wants and expects, you can waste a lot of time heading in the wrong direction. For smaller projects, much of what you need from the client can be obtained at the start of the process, which will make your life easier.
Avoid Assumptions
It’s easy for designers to assume a certain knowledge from clients or to assume certain expectations they have. Try to get out of the habit of making assumptions about your clients and be sure that everything is communicated effectively. Start basic.
Explain Yourself
As designers, we do some things that clients don’t understand. It’s a good habit to explain why you do something a certain way.
What Are Your Thoughts?
How do you feel about the importance of communication and what tips do you have? Feel free to share specific examples from your experience.
译文:
设计师及沟通技巧：为何改进，如何改进
这个星期早先时候我发表过一组对一些有建树的成功设计师的访谈。对于每位被访者我都会问一个问题：你认为设计师需要拥有或提高的最重要的技能是什么？迄今为止收到的答案最多的是：沟通技巧。虽然这不是一种设计相关技术，但我还是非常高兴他们这么回答，因为我和他们的想法不谋而合。沟通技巧能给你从事的任何设计项目锦上添花，也可以影响你的设计，所以我想我还是详细阐述一下。
我认为很多设计师天性内向，自然没有太多的沟通技巧（当然这只是泛指）。我们中大部分人喜欢独立的工作，创造独特的东西，但是与客户沟通却不是我们愿意做的事情。如果你就是这样的人，那么先看看你的沟通方式如何影响你的工作吧。
设计是一项客户服务
任何一项为客户服务的工作都需要服务提供者和客户之间的沟通，网站设计也不例外。作为一项客户服务，客户和设计师间总有很多来来回回的沟通。很少有项目能让你一拿来就自己设计，其间不经过与客户沟通，就出来最终产品的。对于一个网页设计师，编程和创意是每天工作的一部分，沟通也是。
客户比你们更了解自己的生意
你为客户设计的网页是针对一定的行业，并要达到一定产出的。作为设计者，我们比起客户对这一行业了解的要少。他们知道自己的目标市场定位在哪，并知道这个目标市场在网上如何呈现（希望都是这样）。他们知道网站的访问者会对哪些方面感兴趣。他们还知道自己公司的哪些细节需要通过网站传达给访问者。如果没有有效的沟通，收集这些信息将会很困难甚至无法收集。反之，你就能和客户一起设计这个网站来达到他们的要求。
你依靠他们 他们依靠你
作为设计师，你需要从客户那儿得到一些信息，以尽自己最大能力来完成项目。你还需要他们的原始资料，以及在设计过程中的反馈。对于客户，他们则希望你能设计一个既吸引人又高效率的网站。由于这是一个相互依存的过程，所以沟通是不可或缺的，不仅可以消除分歧，还可以创造双方都满意的效果。
客户不知道你在说什么
如果你在和客户沟通的时候用到专业术语或技术用语，他们大多总会不理解。是的，你会有些客户对网站设计有卓越的认知和理解，但是大部分客户是做不到这一点的。毕竟，他们找你来帮忙，那很可能他们对这一领域知道的并不多。
能通过简单易懂的方式有效沟通本身就是一项技巧。如果你能做到这一点，你的客户将会更好的理解你在做什么以及为什么那么做。
有时候客户会担心
在设计过程中时常与客户核对\沟通会有益于他们了解你的进展，这点对你是很重要的。一些客户给你设计的时间很短，如果不时常联系他们会疑惑事情是否顺利。你要是告知他们每天的进展，他们会很高兴的，并且你还可以从中得到反馈。
良好的沟通技巧更容易获得客户
到这里我们以上提到的所有因素都是基于客户关系成立的假定前提下。但事实是，大部分的客户都会在决策之前到处走走，与不同的设计师交流。如果你可以和潜在客户有效的沟通，充分展示你能为他们做好设计，那么你会因此获得更多的客户。
让自己能随时联系到
为了使双方间有效沟通，客户需要一种简便的方式来联系你。给他们你的邮箱，手机号，或者其他你认为合适的联系方式。如果你不能被随时联系到，反馈就会迟来，你也只能毫无必要地浪费很多时间。
避免用专业术语
就像我上面提到的，如果你用技术术语，大部分客户会不理解。要养成习惯用简单每个人都易懂的方式交流。你还需要知道一些关于客户的信息，从而更好的和他们沟通。一些客户会比其他人有更好的理解能力。
在设计过程中鼓励反馈
设计的时候鼓励你的客户提供想法和意见。沟通不仅仅是发生在项目初期和末尾。鼓励客户反馈，你能更好的设计一个既高效客户又喜爱的网站。因为最终，客户的意见是要决定一切的，所以你必须确保你的设计是按着他们需要的方向进行。
小心邮件
邮件是常用而又快捷的沟通方式，但是其中的语气又很容易被误解。发邮件给客户时，要确保你的内容清楚，以免引起客户误解或对信息产生歧义。
可能的话采用面对面交流
很多设计师的客户遍及世界各地。而一些则专做本地项目。在项目中只要有可能，都要安排至少一到两次与客户的面对面交流（或更多，取决于项目的大小和范围）。亲自谈话更简单有效，而且有益于加深你对客户了解以及他们对你的信任。
前期应优先沟通
设计开始的时期很可能是沟通最重要的时期，如果没有对客户的需求和期望有一个明确的概念，你可能会在错误的方向上浪费很多时间。对于小的项目，在初期你就可以从客户那儿获得你需要的资料，这样接下来设计你会更得心应手一些。
避免假设
设计师很容易倾向于假设一些客户的信息或者他们的期望。要努力丢掉这种习惯，并确保所有的东西都已经过有效沟通。从最基本的开始。
为自己辩解
作为设计师，我们设计的东西客户可能无法理解。向他们解释为什么你要这样处理是一种好习惯。
你怎么看待沟通的重要性？你自己有什么窍门吗？如果你有特别地经验，请不要犹豫与我们分享吧。