I have been working with a new client on a Web site for about a month. All of our communication had come via telephone and e-mail until a couple of days ago. Our schedules finally aligned and we sat down for a couple of hours to discuss the plans going forward for the Web site.

We talked about a variety of things, but I had one big question. “What is the goal of the site?” It could be to sell product, maybe it is to promote personal appearances or it could be something completely different. I wanted the client to tell me as it would help me determine what to do on the Web site.

Some of you design Web sites and some of you don’t. This isn’t about Web sites. It could be about a poster, a sign, an award, a vehicle wrap or most anything else that you design. For your design to truly be effective for your client, you need to know what the client expects. If not, you could have an awesome design that does something completely different than what the clients expect.

Of course the client could be you, so this is a question you may have to ask yourself. The client could be your boss. There are many variables to the equation and the only right answer is the one that meets the desired goal. Determine that goal and then execute an amazing design to hit the bullseye!