|What do you do when a client simply says "I don't like it"?
You have to find out why. Ask for specifics. Decide ahead of time what will be the action if they do say that - expect they will - often they have a particular image in mind before they even talk to you and may not express it to you.
That's why you do thumbnails and have a PLan B set out when you make the initial deal. So you can say "OK, so you want me to change ... to ...", or "The cost for changes is $..." Or whatever has been prearranged.
Thankfully, I have not been in this situation yet. Before I even start with a project I offer up several different solutions and the project is completely dictated by the client.
Fortunately, (knock on wood) this does not really happen because people would not call if they were not comfortable with my approach. Usually this comment comes in the idea stage. Sometimes the client doesn't really know what they want so "I don't like it" comes back as the response. When the client and I are able to focus on the idea that needs to be communicated, the problem gets solved.
If it is a case where a designer or firm sold a client on my approach but the client was not truly comfortable, I just take my lumps. I never take it personally if a client does not like my approach.
Everybody should have the right to like what they like.
"You talkin ta me?"
(Of course, I fix it)
I take another crack at it, and repeat the process until I get one through. However, if I'm really passionate about a concept I'll try to justify it.
I ask questions to try and find out why the client is displeased, and what would make the client happy. In all honesty I really don't think an illustrator can claim to have done their job if the client isn't happy with what they are getting.
If a client does not "like it" and I can't "fix it" within budget, the client does not pay and "all rights" revert to me (this happened once in thirty years). This is my "satisfaction guarantee" which I state before I start work.
I don't recall a client saying that. When elements of my idea are criticized, I always look for ways to improve it. I've found that art editors are very perceptive in what is good, and I take their advice seriously.
Ask them what they don't like about it, listen to their input and then work up some more sketches to see it I can't get closer to what they're looking for.
That's only happened a couple of times, but I'm willing to make changes or re-do an illustration to suit the client. I try to get them to explain more exactly what they want, because then I'm better able to satisfy them.
I ask why?
Once they answer I go fix it.
I've actually never had a client say that about my illustrations - luckily, I usually work with people that are visually trained, and therefor can articulate the issue.
I've heard that a few times with roughs, so I do more until the client is happy. I've been lucky to have not heard that about a finish.
Probably realise I got the brief wrong.
Go round and beat them up
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