How to present a project to a customer who does not understand your work?

Here you have designed the site, drew a logo or wrote text for the landing page and drop the result to the client. But your work did not seem to him a brilliant revelation, as you did. Ridiculous comments begin (what it carries), inappropriate edits are made (I will not even add it to the portfolio), and relations may be broken (I don’t work with this inadequate anymore). To avoid misunderstandings and correctly convey ideas, follow the plan from the article.

Introduction
Usually we are impatiently showing work right away and waiting for a backlash. But if the client understands in your area a little less than nothing, he will not be able to appreciate the flight of your thoughts. He will make edits to recapture the money paid for the work, and not get the desired result. And his rating will be in the categories “like-dislike”. For the customer to evaluate the project in the context of the task and understand your decisions, recall the input data.

Remind product
Before you show a solution, tell us about the conditions and the problem. Remind the introductory data from the brief: the advantages and differences of the product, as well as the goals that were set before the project. This will help to remember for what he was needed. The customer most likely will not offer to introduce additional functionality or to add parts that do not fulfill their goals and were not originally planned.

To illustrate my theses, here and later in the example I will give slides from the presentation of the names for the residential complex.

Describe competitors
Do not show a spherical design in a vacuum. Describe the competitive environment in which it will exist. By immersing the customer in the context of the market, you give him an understanding of how your work helps to differ from the rest.

Tell about the audience
Work is not obliged to like the client and meet his preferences. He should like your solution to his problem. After all, a businessman who owns a women’s cosmetics shop does not ride a pink Land Cruiser to match the color of his site. And, most likely, he personally does not like his online store – for him it is a tool for making money. Therefore, tell who will read your text or use the application, and why your decisions will appeal to the audience.

Target audience: why know your client?
Demonstration of the project
Start with insight
Briefly tell what idea is behind your project. The reason why you made such a decision. This can usually be stated in several sentences. Demonstrate the project.
Now is the time to show your project and tell how it performs its tasks in the context of the audience and the market. Describe thesolution: how it helps a business to attract new customers or distance itself from competitors.

The dark background and the white center area help the user to focus on the content of the site.

To use stock is a shashwark.

Images on the page are live. They cause more confidence and stand out against the background of competitors’ websites with stock photos.

I used grotesque fonts, by the way, they appeared with the proliferation of printing houses, since, unlike antiquities, they were conveniently applied to the metal letters of a printing machine …

I chose a sans serif font, because large blocks of text on the site will be much easier to read.

Show the project in life
Describe how the project will work in reality and how it can be developed further to convince the customer of its viability. Visualization works well here: imagine the logo on mocap products, signage, transport or documentation, animate the site layout, show how you can beat the name in advertising campaigns, write examples of its use, choose domains or come up with a possible slogan.