A client told me their new logo needed to 'feel like a hug'

I was showing a house yesterday and the seller, a freelance designer, was talking about a branding project. She said her client's only real feedback was that the logo needed to 'feel like a hug'. It made me stop and think about how we translate abstract feelings into visual shapes and colors. I've been looking at logos differently since, trying to see which ones have that warm, welcoming vibe. What's the most unusual but helpful piece of feedback you've ever gotten for a design?

3 comments

3 Comments

daniela8511d ago

Oh man, that's a tough one to picture. I read an interview once where a designer said a client asked for a website that "tasted blue." They ended up talking about cool colors and smooth layouts for ages until it clicked. It's wild how those weird phrases can actually point you in the right direction.

the_sean11d ago

Wait, a website that tasted blue?

nancy32611d ago

Honestly I used to get so annoyed when clients talked like that. Like just tell me what you want in plain words, you know? But after a few projects I started seeing the pattern. Those weird phrases are their way of describing a feeling they can't put into normal specs. Now I lean into it and ask more questions about the mood they're going for. It almost always gets us closer than a checklist of features would. What was the weirdest request you've ever gotten that actually helped?