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.

如果您是设计师，那么您就会知道我在说什么。 您刚刚向客户提出了一些惊人的品牌推广想法，最糟糕的事情发生了。 他们杀死了最好的一个，你有很多的心意。 您知道它可以为品牌带来巨大的变化，但您的客户却极力避免娱乐。

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.

是什么让您认为自己比客户更了解品牌？ 毕竟，自创立以来，他们一直在塑造这个品牌。

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

也许您不了解他们的品牌，但也许您看到了他们不了解的潜力。

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.

让我们别打扰-您是摇滚明星。 您是视觉设计师。 您使平庸的东西看起来很棒。 从小开始，您就从脑海中汲取灵感。 当您进入决策时代时，您从事的职业是产品完全主观，盯着一张空白的纸(像素屏)，创建整个世界，每个人都对它有看法如何使您的设计更好。 您早餐吃那个$＃！*。 与一些客户相比，您的小指上拥有更多的想象力。 通常，他们只能看到您放在他们面前的内容，有时他们甚至看不到它。

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.

现在您遇到了一个问题，因为您正在为这个方向苦苦挣扎，但是您几乎没有刮过表面。 您迫切希望追求它，并围绕它构建一个宇宙，但是他们明确地告诉您，他们不想再次看到它。 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实的方向回到客户那里？ 您是否回过头来，尽管它们已经进化了，但看起来仍然像他们已经关门的那般地狱？ 您是否有激怒他们，使会议变酸，停止盈利方面取得进展的风险？ 或更糟糕的是，您是否冒着给他们留下“没有得到”它们的印象，从而损害了他们将来的项目前景的风险？

Before you answer, think of this.

在回答之前，请考虑一下。

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.

作为视觉设计师，您应该全心全意地追求这种视觉方向，即使只是为了自己的教育。 如果客户给您一个他们不喜欢它的脆弱理由，例如“这对我不起作用”。 则实际上您的目标日照困难。 如果他们给您特定的原因，那就更难了。 困难但并非不可能。

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.

您欠客户以推进这一想法。 作为他们的战略合作伙伴，将他们介绍给他们目前尚不了解的品牌范围是您的工作。

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.

即使无法移动它们，也可能会为它们打开足够的空间，以便将来进一步探索该品牌的新领域。 如果您告诉他们您知道他们没有要求，他们没有为此付费，并且确实让您兴奋，直到您看到他们所看到的东西，您就无法入睡，那么他们可能实际上开始得到它。

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.

如果毕竟他们仍然杀死了它，那么您可以放心，您没有在桌子上留下任何东西。 您已经说了自己的话，就全力以赴了。 任何有心的客户都会感谢您对品牌的奉献精神，尤其是如果他们不为此付出代价的话。 他们会惊讶于您对创作过程的坚定态度和信念。 他们可能不理解您，但他们可能会更尊重您，因为您面对坚决拒绝时分享了自己的声音。

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

有时那是您所希望的最好的。 因为视觉设计就像爱情一样，总是试图找到一种方法。

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

我不愿生活在一个否则的世界中。

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

“所以你是告诉我有机会。” –劳埃德·圣诞节