How do you talk about design work? How do you develop your design vocabulary? If the work is good, shouldn't it speak for itself? How can you use words to fill the mental gaps of imagination.
“Paint the picture for your client , make them feel the boat rock, make them smell the saltiness in the breeze, make them visualize the structure. Prepare them for a meal so that when they open their eyes they are ready to eat.”
Ever have trouble pitching your idea to the client and want to improve? You are not the only one. Chris and Ben each have to sell their idea in Pitch This!
These are style frames for 450 Alaskan in Seattle. It's a new real estate development in historic Pioneer Square.
0:10 What is Pitch This?
1:15 The work does not speak for itself - use the power of language/terminology to articulate your thinking and to paint in the gaps in imagination.
4:42 What was your reaction to that presentation/pitch?
7:16 Use a more straightforward approach to communicate what really matters to the client/audience
8:12 What do you mean when you say visual vocabulary?
10:38 Include descriptions of texture and the other senses in your presentation.
11:05 Be deliberate and intentional about what you include in your stylescapes.
More on Stylescapes here:
Translating Stylescapes into design:
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Thanks for uploading this. I didn't go to design school and at my current job I'm just making banners for an E-commerce site. But I have a design pitch for a landing page in a few days and this really gave me some good pointers on how to sell it.
I really love videos like this. Really enjoyed having Ben Burns describe it first, then getting feedback, and then Chris closing it off. Ben was really good, but he has a different approach, which I like to see in contrast to Chris'
That made me buy Stylescapes just now, I literally paused bought the course continued that video then hit back to Stylescapes course, I think my biggest struggle right now is how to present my work without sounding weirdly talking, am writing down every word coming from Chris on a notepad right now :D
Amazing video. Again. I've watched almost 30 to 40 videos by now on TheFutur. I understand the theory by now, more or less but it would be fun to get some more practical tips. What do you use to create these presentations (Keynote, Photoshop, ...), some more technical details like size of the document, etc. Would be cool to see a whole process of creation but nice videos anyway!
Clients are judging you more than what you are showing them. They want to feel your commitment and passion and they want to believe in you and trust you. A boring person cannot sell a good design but an enthused person can sell a poor design.
Chris' comment about taking something someone doesn't know and translating it to something they can relate to is such a good point. I've tried to do this in all aspects of my life - from teaching my parents and older sisters how to use computers, explaining The Cloud to people and especially when defending or presenting design work.
I am so happy to have found Chris Do and the Futur. Great content to help me learn, help validate my thoughts or process to coworkers and to share to teach fellow designers and business people.
This type of content is super import yet really hard to find. Thanks for creating this video. Would love to see more of the same. I could honestly see this being expanded into a successful course on a Lynda or CreativeLive type site. Not being able to confidently articulate ones own work is a common Achilles heel amongst creatives. If anyone has suggestions for books, videos or articles on the topic please let me know!
TIP: A good designer NEVER uses the word " POP "
It's actually high contrast figure against low contrast ground ( Or reverse that ). Or any variation of that, high saturation low saturation, etc. Saying " Pop " is just a cop out in my opinion!
With all due respect, I don't think either of you did a very good job describing this work. Your clients don't care about your jargon. They don't care about sans serif fonts verses serif fonts or herringbone patterns or "utilitarian type" that evokes "fresh graphic flavor." They don't need to hear about how the pops of color accentuate anything. They don't need you to educate them about design in formal terms or otherwise. They care about one thing only -- how will this design solve my problem? The reason they hired you is that they trust that you are an expert in your field. You need to speak to them in THEIR language, not yours -- whether you attended art school or not. Both of you are focused on the aesthetic details, and the client is not equipped to evaluate whether those details are good or bad. That's your job. They're paying you to have already made good decisions before you entered the room. Also, this notion that you can present design work without knowing the problem it's solving is complete hogwash. Art school doesn't hold the magic key to decoding good design. Depending on what problem you're looking to solve, this could either be brilliant design or terrible design. What truly makes it good is whether it addresses the correct need in a way that solves the underlying problem. THAT'S what the client needs to hear and what you need to sell them.
Hi- we have many overseas clients and end up presenting via video conference, when presenting stylescapes digitally what would yr recommendations be .. since obviously u cant see everything at once on a screen. What do u do?
This is one of the many videos you HAVE to watch a second time (and beyond). Literally every word from Chris has a form of intent and information behind it! Like when will you NOT learn from the futur???
Hey guys! I love this. Would love to see this applied to something really standard like a savings card or a brochure that doesn't have that many photos. We often have to present little things that have to follow the brand guidelines and don't have a big back story or room for a lot of creativity. When asked to present I just want to be like "here's the savings card" - but obviously I need to say more. How do you talk about things like that??
The content you guys are putting out is so valuable and impressive. I’m trying to make daily videos right now and to do it proper (nice thumbs, solid description etc) is a tough job.
Respect ✊ team futur!
Chris, I love your perfectionism. <3
Not trying to be rude but aarons pitch sounded a bit like one of the guys in the tv trying to sell you weird stuff. I think as Chris said you should take a more open way of talking to the customer and not be so focused on selling tho. But you are learning from the best himself so what am I even saying hehe.
I disagree with the general consensus that the term "salty" should be avoided due in part to a cultural trend of the word. The client is an informed audience. I hope that they would not fear such a word. Besides, a little saltiness adds a ton of flavor; used in moderation of coarse (hehe).
sure. in a big presentation where you're dealing with 6 figure budgets, i would advise on not choosing words that have a negative connotation to describe the client. btw, the user profile of the client was a complete mismatch to the way that Ben described him. but he wasn't privy to that. just some context.
Although I totally enjoyed this video, there is one point that I strongly disagree with - correct me if I am wrong, but you said Ben's presentation sounded a little pitchy and you preferred a more straightforward approach. From my perspective, the presentation should be neither just pitchy or just concrete and detail interpretative, but a complementary mix of those both approaches. Why - because what Ben did was giving the picture of the overall idea and brought the inspiration on. The two other guys (sorry, I can't recall their names) looked excited. I was excited! The inspiration makes you dream/imagine and desire. If you skip this part and go directly to the specifics and technical details, you risk to sound too dry and might completely miss the stated effect. And everybody knows that if you succeed to hit someone's emotions then what's coming next most likely would be very favorable for you in comparison with the option to just mess with their brains and logics.
yes i agree. you need to get your client excited about the potential design, but i find that in my experience, that comes from speaking about something more concrete as opposed to making stuff up. it's that "fine art" speak that i have a reaction to.
it's unfair to ben and the audience because i actually did the strategy on this particular assignment a year ago. i also don't think i was just describing mechanical details, but to each their own. you get to choose la style that works for you and it sounds like you prefer a little of both.
just curious, would you like to come on the air with us and play the game? i'm curious to hear how you pitch.
Thank you for reply. In this example, you have put a finished logotype on all of this materials or just it is pre version of logo which you will be doing later?
I have been making my stylescapes/moodboards before design process by using all of the id examples, photos, fonts and other materials. Is it a "super stylescape" where you put a lot more effort in it and make simple pre designs and mockups?
I feel confused and don't know on what stage o design process you are presenting such detailed stylescape.
you can choose any format that works for you. Jose Caballer introduced the stylescape to me and that's how he did them. they're meant to be super panoramic because it was designed (on purpose) not to look like a web page (which is how he used them for). this way, clients wouldn't immediately think, hey i don't want that for my website.
horizontal layouts give you a lot more freedom for you typography. but that's us. do what works for you.
He's the founder of concept art studio One Pixel brush, and former Naughty Dog concept artist. Oh, and he sounds exactly like Vince Vaughn. I listened to your latest Collective Podcast with Ash Thorp. I believe they are friends.
Excuse my terrible memory but is there some context to differentiate the situation where the "Win Without Pitching Manifesto" comes into play and the situations where you're presenting your work to your client?
WWPM dictates that you should never pitch. that's not the point of this exercise. "pitch this" is in reference to presenting your work. not necessarily as a spec piece done without pay. hope that helps.
WOW! Now i just want to start doing a stylescape. It's just beautiful. I haven't even heard of this term before and only learned it here from your channel. I don't know how it will come out when i start doing it, because my lay-out game needs a lot of work just like my editorial game. Feeling inspired though!
Very helpful and great concept for a show. I feel as though many, myself included, would present as the first person did and miss the other senses and repeat ourselves using technical terms. Being able to bridge the gap between art and the viewer is an important aspect in marketing yourself.
Forgive me if you've already done a video on the subject, but I've never fully understood the process in creating a "stylescape." I see tremendous value in the idea, but just don't know how to introduce it into my own process, and especially how to involve the client in a sort of pre-presentation before full exploration. I'm sure it could save a huge amount of time and offer great value as the client may better understand why and how it makes the thinking stronger. Any chance you'll have a video on stylescapes?
pat-a-cake, pat-a-cake, baker's man! for real, though, i'd love to but i'm kind of maxed to the tits right now. just landed a job. quoted a month. but i also promised my dad last month that i'd help him outfit an apartment building downtown with new hardware which should be arriving near the end of the month. and the job with my dad will be a 2-3 week job which is going to eat into the timeframe i quoted, so i gotta try and get as much done as i can before then :( out of curiosity what would've it entailed?
These ‘bite size’ videos are really handy. When watching a live stream, I find some of the points can wash over as we’re consuming a lot of info in 1-2 hours. So these shorts to use as a quick recap and to reference again and again is brilliant. Thanks :)
I loved this. It brings me back to when I was in my mock agency class. My professor said “Paint the picture for your client , make them feel the boat rock, make them smell the saltiness in the breeze, make them visualize the structure. Prepare before them a meal so that when they open their eyes they are ready to eat.”
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