Too Many Decisions is a Bad Thing.

Having options– perceived infinite choice– isn’t all it’s cracked up to be.

Tim Ferris hits on relationships in his article, but what he’s really saying can be applied to our industry, too.

There is this perception that the more options you have, the better. You have freedom to choose, flexibility to head in a slightly different direction, or change your mind altogether. The more the merrier, isn’t it?

But we’re believers in something else. We believe our clients hire us as their design studio because (consciously, or subconsciously) they know we are good at what we do, and they trust us to do our jobs well. They don’t ask us to design a logo so we can give them 40 variations and put the burden on them to decide which one is right. What they really want is for us to listen to them, interpret everything they’re not saying, give them what didn’t know they wanted, and in as few choices as possible. Make it easy for them. Sound complicated?

It’s your job.