Many factors can influence your client to reject your proposal but some of the most common are:
1. Design is not characteristic or specific enough.
2. Your presentation is bad.
Before you start the design process you have to gather as much information as possible about the project and then trim down all the information to essentials. For example if you’re doing a logo for a new bakery, try to dig out as much information about the baking business in general and what separates that bakery from others. It may seem hard at first, you could be thinking what can stand out in that one specific bakery? They are all the same they make bread, pretzels…etc, right? What is so special about this one?
Well it could be many things. Maybe they’re making some kind of special rolls everyone likes, or the owner is a fat guy with funny mustaches or the street where bakery is located has something unique… You need to pick something characteristic upon which you can build your brand identity.
To come up with that your questions need to be precise. The quality of an answer depends on the quality of the question.
Dont expect the business owner to give you all the answers by himself. You have to guide your client. I will write in much more detail about this research process in future posts.
Once you do that you have check back with the client and see if he agrees with all the information and BAM, you have your project guidelines. It may take some time to gather all the necessary information but once you do that 1/2 of the project is already done. I took the shortcut many times in the beginning of my career believing the client will trust “my vision” and spent hours and days working on my design just to get burnt at the end. Good preparation is a must, and an absolute necessity for a projects success.
Second and probably most common reason for rejection is a bad presentation.
You got your project info, precise guidelines, you’ve done everything properly and at the very end your great fear comes true. The notorious sentence “I would like to see a few more variations” comes along and by variations he usually means completely new concepts. I’ve “buried” many good design because of this.
To quote one of my college professors:”Presentation is everything”. Of course this applies only if the design is done right. You have to get your client a sense of how will the design look like in the real world. How will the logo feel on a business card or on a glass window. How will stationary design look when printed and placed on a table, how will a poster or a billboard look outside in real life surroundings…etc
There are much greater chances the client will go through with something if you present your work properly.