Stealing this from A List Apart because I could not have said it any better. This is an older publication but still very relevant and worth the read! When working with a client, it can be difficult to really define their reasons for not liking a design or concept. Good design and strategy skills are not always enough. You have to be able to clearly communicate your strategy behind that design as well as be able to interpret your client’s criticism.
How many of you cringe at the word, “edgy”? Or how about the phrase, “Make it pop!”. Remember, your clients did not study design, and do not know the all of proper terminology. It may be a struggle for them to describe what they are looking for. You’re going to have to take their “laymen’s terms” criticism and turn it into success. This article gives fantastic advice on how to do just that.