Ask Yourself These 4 Simple Questions to Make Choosing Clients Easy

While choosing which client to work with can be difficult, it can also be one of the major things that determines your success as a designer.

This especially makes sense down the line when you are fully booked with jobs and have no choice but to pick and choose.

If you need help with choosing which client to work with, here are four things to think about:

1. Can you deliver what the client wants?

Knowing that you have the skill to make what your clients wants is the first point to consider when deciding whether to work with them or not.

If you can’t deliver what they want, you have two options. You can either let the client know that you are unable to make what they want and then suggest something you can do, or you can just not accept the job, and then point them in the direction of another logo designer that you know will be able to do it for them.

There are a lot of designers out there who will just accept the job and then submit somethings that is not quite what the client wants. This is not a good policy, and rarely works as the client will likely refuse such attempts.

By either letting the client know that you can’t quite do the work, or by referring the client to another logo designer, you will be saving yourself a lot of time.

You can also just show the client your portfolio so that they can see what you can create. You never know, they might just like your style of work better than what they originally had in mind.

2. Does the client want a logo or something else?

As a freelance logo designer, it’s important that you work only/mostly with clients that want logo designs. Sometimes clients will ask for something other than a logo, such as a website design or a t-shirt design. However, this can cause problems for you as it prevents you from building your logo design portfolio, which obviously shouldn’t have anything else in it other than logo designs you have created in the past.

This is what a good logo design portfolio looks like...
This is what a good logo design portfolio looks like – By Alex Tass from

Focusing only on designing logos will allow you to build your career and your portfolio at a much faster rate, and it will allow you to build your skills quicker, too. If you’re working on too many different disciplines, your growth may be stunted and you’ll be making work that you can’t add to your portfolio.

Great logo designers have amazing portfolios, social media pages, and websites that show their past logo designs. It is nice and simple. Upon seeing this, the client will instantly know that they are a logo design specialist and will hire them over someone who isn’t.

Having something in your portfolio that isn’t a logo design will not benefit you at all. It will just detract from its simplicity, hurt your image as a specialist, and will likely confuse your clients, which will make them less likely to hire you.

Therefore, if you have to decide between a client that wants a logo design vs a client that wants something else, choose the client that wants a logo design.

There are exceptions to this rule, however, such as if the client is offering a price high enough for the non-logo-design that would make it worth it for you to accept. It’s just that if you did have to compare between a logo design project vs a non-logo-design project that are priced at similar points, the logo design project should be rated higher because you can use the resulting materials in your portfolio, and you will be improving your logo design skills.

3. Is it efficient for you to work with this client?

When deciding whether to accept a project, you need to take into account whether the reward outweighs the time and effort you’ll need to spend on it.

Complex logos take more time and effort to create and will therefore require a higher payment, whereas you can do simple logos for less money because they don’t take as long and won’t require as much planning.

Keep in mind that the complexity of a project can also be influenced by the number of things that the client wants included in the package. For example, if they want a social media package as well as just the logo.

It will come naturally to you over time to know which projects are complex and which are simple. You can then set your prices accordingly. Never work on a complex project for the same price as you would a simple one.

Maximise your earnings by managing your time well.

4. Is this a repeat client?

Repeat clients are great, and can be a huge boon for your career.

Good freelancers find a respectable percentage of their earnings come from repeat clients. (This means a client that you have worked with on a project at-least once before.)

While it’s true that graphic designers are not as likely to get as much repeat clients than other forms of freelance, it’s still definitely possible, especially in logo design, where business owners are more likely to contact the same designer to make a logo for their other businesses, and where businesses refresh and update their logos as time goes on.

Image showing the value of repeat customers

Because these clients can form a good portion of your earnings, it’s generally a good idea to work with them over new clients.

Working with repeat clients is generally easier than working with new clients. As you have worked with them before, you will have a better idea of what they like. Your job success rate with repeat clients will also be higher.

What do you look for when picking a client to work with?

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