You probably know that communication is first and foremost in my book. Last time, I talked about flexible timelines, and today, I’d like to share more about how I communicate with you during a project.

Generally speaking, email is a great way to stay in touch. However, email isn’t always the best way to communicate—particularly during the creative process. My ultimate goal is to deliver a product that is effective, appealing and engaging. In order to do that, I have to listen and discern… And in most cases, I can’t listen and discern via email.

That’s why—before sharing any update with you—I ask myself:

What is the best way to communicate this information?

Phone wins for:

• Understanding what you mean. If you are giving me feedback on a brochure design, for example, my most important job is to listen and interpret. This includes discerning your tone and listening for nuances in voice inflection.

• Clarifying a new direction. If you don’t like a certain design or mockup, we need to have a conversation about it. That way, I can hear, understand, ask questions and make needed changes. 

• Strengthening our relationship. I believe strong relationships are the key to success… Period. And nothing strengthens a relationship more than real-time, open communication—either in person or on the phone. So particularly early on as we’re getting to know each other, my first inclination is to pick up the phone and call you.

Email wins for:

• Minor changes. If your feedback is simple, like “change the red to purple,” email is an efficient delivery system.

• Sending recaps. After we talk, I will often use email to follow up with a synopsis of what we discussed and next steps.

• Scheduling things (like phone calls and meetings).

• Approvals! When the artwork is approved, a quick email gets the message across loud and clear.

I want things to be seamless and time-saving for you, but not at the risk of sacrificing your end-result. For information that can be delivered by phone or email, I’ll defer to your preference (which I’ll know from our first conversation).

If you’d like to see the difference great communication makes—let’s talk.