If you’re a designer, you know what I’m talking about. You just pitched some amazing brand extension ideas to your client and the worst thing happened. They killed the very best one, the one you have a ton of heart for. You know it can make a huge difference for the brand, but your client is too risk averse to entertain it.

如果您是設計師，那么您就會知道我在說什么。 您剛剛向客戶提出了一些驚人的品牌推廣想法，最糟糕的事情發生了。 他們殺死了最好的一個，你有很多的心意。 您知道它可以為品牌帶來巨大的變化，但您的客戶卻極力避免娛樂。

What makes you think you know the brand better than the client does? After all, they’ve been shaping this brand since it’s inception.

是什么讓您認為自己比客戶更了解品牌？ 畢竟，自創立以來，他們一直在塑造這個品牌。

Maybe you don’t know the brand the way they do, but maybe you see loads of potential where they don’t.

也許您不了解他們的品牌，但也許您看到了他們不了解的潛力。

Let’s not mince words — you’re a rock star. You’re a visual designer. You make mediocre stuff look fantastic. You’ve been drawing up things, from your head, since you were a little kid. When you arrived at the age of decision, you took on a career where the product is totally and completely subjective, where you stare at an empty sheet of paper (screen of pixels) and you create entire worlds, and where everyone has an opinion on how to make your designs better. You eat that $#!* for breakfast. You have more imagination in your little pinky than some clients will ever have. Often they can only see what you put in front of them, and sometimes they can’t even see it then.

讓我們別打擾-您是搖滾明星。 您是視覺設計師。 您使平庸的東西看起來很棒。 從小開始，您就從腦海中汲取靈感。 當您進入決策時代時，您從事的職業是產品完全主觀，盯著一張空白的紙(像素屏)，創建整個世界，每個人都對它有看法如何使您的設計更好。 您早餐吃那個$＃！*。 與一些客戶相比，您的小指上擁有更多的想象力。 通常，他們只能看到您放在他們面前的內容，有時他們甚至看不到它。

Now you have a problem because you’re chomping at the bit for this direction, but you’ve barely scratched the surface. You have a burning desire to pursue it, to build a universe around it, but they’ve explicitly told you that they don’t want to see it again. Ugh.

現在您遇到了一個問題，因為您正在為這個方向苦苦掙扎，但是您幾乎沒有刮過表面。 您迫切希望追求它，并圍繞它構建一個宇宙，但是他們明確地告訴您，他們不想再次看到它。 啊。

Do you put in the work and go back to your client with this direction more fleshed out? Do you go back with something that, while evolved, still looks a hell of a lot like the one they already closed the door on? Do you risk angering them, turning the meeting sour, stopping the progress you’re making on profitability? Or worse, do you risk leaving them with the impression that you don’t “get” them, thereby tarnishing the prospect of future projects with them?

您是否投入工作并以更加充實的方向回到客戶那里？ 您是否回過頭來，盡管它們已經進化了，但看起來仍然像他們已經關門的那般地獄？ 您是否有激怒他們，使會議變酸，停止盈利方面取得進展的風險？ 或更糟糕的是，您是否冒著給他們留下“沒有得到”它們的印象，從而損害了他們將來的項目前景的風險？

Before you answer, think of this.

在回答之前，請考慮一下。

You owe it to your heart as a visual designer to pursue this visual direction, even if only for your own edification. If the client gave you a flimsy reason why they don’t like it, something like “This just doesn’t do it for me.” then you actually have a crack of daylight to aim for. If they gave you specific reasons, that makes it harder. Harder but not impossible.

作為視覺設計師，您應該全心全意地追求這種視覺方向，即使只是為了自己的教育。 如果客戶給您一個他們不喜歡它的脆弱理由，例如“這對我不起作用”。 則實際上您的目標日照困難。 如果他們給您特定的原因，那就更難了。 困難但并非不可能。

You owe it to the client to advance the idea. As their strategic partner It’s your job to attempt to introduce them to dimensions of the brand that they’re not currently aware of.

您欠客戶以推進這一想法。 作為他們的戰略合作伙伴，將他們介紹給他們目前尚不了解的品牌范圍是您的工作。

Even if it fails to move them, it might open them up enough to future exploration into new territories for the brand. If you tell them that you know they didn’t ask for it, that they’re not paying for it, and that it really gets you excited, enough that you couldn’t sleep until they saw what you saw, then they might actually start to get it.

即使無法移動它們，也可能會為它們打開足夠的空間，以便將來進一步探索該品牌的新領域。 如果您告訴他們您知道他們沒有要求，他們沒有為此付費，并且確實讓您興奮，直到您看到他們所看到的東西，您就無法入睡，那么他們可能實際上開始得到它。

If, after all of that, they still kill it then you can rest assured that you didn’t leave anything on the table. You’ve said your piece and given it your all. A client with any heart will appreciate your dedication to their brand, especially if they’re not paying for it. They’ll wonder at your fortitude and faith in the creative process. They might not understand you, but they might respect you more for the fact that you shared your voice in the face unyielding rejection.

如果畢竟他們仍然殺死了它，那么您可以放心，您沒有在桌子上留下任何東西。 您已經說了自己的話，就全力以赴了。 任何有心的客戶都會感謝您對品牌的奉獻精神，尤其是如果他們不為此付出代價的話。 他們會驚訝于您對創作過程的堅定態度和信念。 他們可能不理解您，但他們可能會更尊重您，因為您面對堅決拒絕時分享了自己的聲音。

Sometimes that’s the best you can hope for. Because visual design, like love, always tries to find a way.

有時那是您所希望的最好的。 因為視覺設計就像愛情一樣，總是試圖找到一種方法。

I’d hate to live in a world where it was otherwise.

我不愿生活在一個否則的世界中。

“So you’re telling me there’s a chance.”– Lloyd Christmas

“所以你是告訴我有機會。” –勞埃德·圣誕節