The wrong question
Taste changes by the week. Belief is what sells.
The right question
What does a buyer need to believe before they pay you? Design for that.
Stop asking clients what they like
Taste is the wrong brief. Ask what the brand has to make people believe.
- "What do you like?" produces work nobody believes.
- Ask what buyers must believe instead.
- Judge the work against that belief, not taste.
Jose Ahmad
Soul of a Designer, DNA of a Strategist.
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