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Pro tip: a client who says "just make it pop" is telling you they can't describe what they want
Last month a guy in Milwaukee hired me for a $1,200 rebrand and after seeing the first round he wrote back three words: make it pop. I sent him 14 variations over two weeks, every color and font combo you can think of, and he shot down all of them without saying why. He finally picked version 2, which was one of the first three I showed him. That is when it hit me: he was not being picky, he just had no idea what he wanted and was hoping I would guess it out of thin air. Now before I send a single mockup I make new clients pick 3 logos they like from a mood board and write one sentence about why. If they can't do that, I turn down the job. Has anyone else started charging for that first moodboard meeting, or do you eat the cost to screen people out early?
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