jay’s thoughts
Do People Really Want Choices?
Something I’ve been contemplating in my business is how many options to give clients.
I ordered a coffee at a café recently. The menu was packed with choices—different blends, milk alternatives, syrups, and brewing techniques. I had no idea what to pick because, honestly, I just wanted a good cup of coffee. I didn’t feel qualified to decide.
Store clerk: “You can customize it however you like! We have this blend, this milk, these syrups, and we can brew it this way or that way.”
Me, feeling overwhelmed: “Uh…what would you suggest?”
Clerk: “I like a medium blend with oat milk and a splash of vanilla syrup.”
Me: “Great. I’ll have a medium blend with oat milk and vanilla syrup.”
He chuckled.
This annoyed me.
Me: “Actually, make it hazelnut syrup instead.” Just to assert my independence.
It was delicious, and I was satisfied.
How this relates to design projects
Similarly, in brand design projects, it’s common for design studios to provide many options and rounds of revisions.
“Here are several logos, all great for different reasons. Choose the one you think is best. Need any revisions? If yes, what would you like? Now, which of these color palettes do you prefer? Which font pairing? They’d each work well—which do you want to go with?”
I’ve worked this way, too, believing it serves the customer. We respect them and want them to feel ownership and autonomy. Offering choices along the way allows them to craft something they can feel more connected to. Right?
Maybe not. In reality, asking people to choose can make them feel exhausted or powerless. Especially if it’s not their area of expertise. What most people would love is an expert to take charge and tell them what’s best.
Give your expert recommendation
If you’re an experienced barista, and a customer looks uncertain because they’ve never ordered something complex, propose one solution. Maybe with a small customization option.
And if you’re an experienced designer, and your clients are not experienced designers, propose one solution. Maybe with a small customization option. Pitch with guidance: “Either would work great, but I’d go with this because [rationale].”
Then, because it was the recommendation of a specialist instead of selected all by themselves, clients won’t perpetually wonder if they made the right choice. Give them the gift of confidence in the final product.