Pitch This! How To present design work to clients like a pro!

Summary

In this video, Ben and Chris discuss the art of presenting design ideas, with Ben learning to refine his pitch skills. Chris, with his formal design training, contrasts Ben's approach, revealing the importance of language and storytelling in design presentations. They dive into how design can connect with clients and the power of using visual vocabulary effectively. The segment includes a critique session where Ben presents a design for a project called 450 Alaskan, and they explore ways to articulate design elements and their connections to the local, nautical culture of Seattle.

Takeaways

• 😀 Effective design presentation requires more than just great work; it also involves articulating the ideas and context behind the design.
• 😀 Visual vocabulary is difficult to master without formal training, and it's important to develop this skill to communicate effectively in the design world.
• 😀 The power of language in design allows presenters to fill in gaps and paint a mental picture for the audience, enhancing the design's impact.
• 😀 A designer's ability to present work can significantly affect their career trajectory, as it influences how clients and colleagues perceive their ideas.
• 😀 Design presentations should bridge the gap between creative terminology and the audience's understanding, connecting new concepts to something familiar.
• 😀 Using language that resonates with the client and avoids jargon helps in delivering a more engaging and relatable pitch.
• 😀 Ben's pitch included the concept of the 'new nautical,' combining historical elements with modern design, but could have used clearer language and more relatable descriptors.
• 😀 In critiques, it's important to focus on how well the design connects to its intended audience, and avoid terms that might carry unintended negative connotations, like 'salty.'
• 😀 A direct and honest approach, avoiding overly technical language, can help clarify a designer’s vision, especially for clients who may not be design professionals.
• 😀 Including tactile and sensory descriptions of the design—such as how materials feel in hand—can add depth to a presentation and make it more compelling.
• 😀 Designers should always be intentional with the images and references they choose in mood boards and pitch materials, ensuring they support the narrative and are highlighted effectively.

Q & A

Why is Ben's presentation of the design important in this scenario?

Ben's presentation of the design is important because it highlights the significance of articulating design ideas clearly. It helps to bridge the gap between the designer's vision and the client's understanding, making the work accessible even to those without a formal design background.

What does Ben struggle with when presenting design work?

Ben struggles with using the proper 'visual vocabulary,' or design-specific terminology, which is crucial for effectively communicating ideas in design. Without this vocabulary, it's difficult for others to fully grasp the meaning behind the design choices.

What was the initial reaction of the audience to Ben's presentation?

The initial reactions were mixed. Some viewers, like Molly, appreciated the use of terms like 'salty' to describe the character in the design, while others felt that the term 'salty' might have negative connotations that were not fitting for the brand image.

What did Chris feel was lacking in Ben's pitch?

Chris felt that Ben's pitch could have used more specific and grounded details to avoid sounding 'pitchy.' Chris emphasized the importance of filling in the gaps and connecting the design language to a broader story that resonates with the client.

How does Chris suggest Ben improve his future presentations?

Chris suggests that Ben should focus on bridging the gap between technical design language and more relatable concepts that the client can understand. He also advises Ben to avoid relying too heavily on jargon, which might make the audience lose interest.

What was the significance of using the term 'salty' in Ben's description?

The term 'salty' was intended to describe a rugged, experienced persona, but it also has negative connotations, meaning bitter or grumpy. This caused confusion, as the word might not align with the positive image the client wanted to project.

What kind of design aesthetic is being aimed for in this project?

The design aesthetic blends historical nautical elements with modern, vibrant colors and minimalistic layouts. It aims to evoke a sense of rich history while still feeling fresh and contemporary.

Why does Chris think design language should go beyond just using design terminology?

Chris believes that design language should be accessible to a wider audience, not just other designers. It's about creating a shared understanding by connecting design elements to familiar, everyday experiences, which makes it easier for clients to relate to the work.

What is the main target audience for the design discussed in the presentation?

The main target audience for the design is a sophisticated individual who appreciates subtlety and authenticity, as opposed to flashy or glamorous elements. This person is experienced and has a world view, likely involved in Seattle's harbor culture.

How does the 'new nautical' theme help with presenting the design?

The 'new nautical' theme helps by providing a clear narrative or lens through which the design can be understood. It combines the old with the new, which makes the work relatable and fresh, especially when discussing elements like typography, colors, and patterns.