Design is often considered a close cousin to art, and this misunderstanding clouds what our industry is about. New designers, in particular, want to imbue their work with their own sensibilities, but this desire isn’t actually that important.

Clients, for the most part, don’t want the designer’s personality to show through the work they produce; instead, they need design that is built around their needs and amplifies their organization’s values and aspirations. Designers need to gear themselves to think about their clients’ needs first.

Eric Karjaluoto.