Although many clients start by asking for three options, I explain to them why aiming for one target is more sensible: Doing so minimizes tangential directions that can take the project off course, helps keeps the project on track/budget, and reduces the number of decisions they’re forced to contend with.

I explain that we run many (often hundreds of) variations in studio, and edit down the choices before presenting the most workable option for their review. If they disagree with our recommended direction, we note what isn’t working, and then iterate.

We don’t mind going back to the drawing board if necessary; we just want to ensure that we’re moving the client and project forward in one clear direction. When I explain this, most clients see the logic and agree that it makes more sense than the alternative.

Eric Karjaluoto.