Present design directions so the client can decide
Show two or three clearly different directions, each with a name, an idea in one line, a palette, type and references, before any finished design. How to make them different enough, how to present them, and how to get a decision rather than a mix.
Beginner2 min readUpdated 27 September 2026Studio · Directions
On this page
Make them different enough
| Axis | Direction A | Direction B | Direction C |
|---|---|---|---|
| Energy | Calm | Loud | Warm |
| Type | A serif, generous space | Condensed bold, tight | A rounded or hand-made face |
| Colour | Two neutrals and one accent | One saturated colour at full strength | Earthy mid-tones |
| Image | Photography, lots of white space | Cut-outs and graphic shapes | Texture, illustration, grain |
If two directions share most of a row, merge them and find a third. Directions that differ only in colour invite "can we mix A and B".
Present them
- Restate the brief in one sentence at the start. Every direction is judged against it.
- Show one direction per page: its name, the idea, the palette with values, the headline set in its font, and its references.
- Show at least one direction in context (a poster on a wall, a post on a phone).
- End with the question: "Which of these is closest to what the brief asks for?" Offer to combine only what the client names specifically, and explain the cost.
- Record the decision in writing, and move on to design.
In Studio
On the Directions tab, sort references into frames named Direction A, B and C, fill in each one's name, idea, keywords, palette and type, and present them full screen, as a 1920 × 1080 PDF, or as 1080 × 1350 WhatsApp images. When the client picks, Client chose this one marks it chosen, moves the job to Design and carries its palette and type into the key visual.
How many options should I show a client?
Two or three directions. One leaves no choice; more than three overwhelms and invites mixing.
What if the client wants to combine two directions?
Ask which specific parts, then say what the combination loses. Often it loses the thing that made each direction work. If it holds up, it becomes a fourth direction, and a round.