I was recently asked by a client to provide multiple different design concepts (3) for the same website, yet this is something I haven’t done in years. I don’t have a problem with it, but in my opinion it’s the wrong way of doing things, and here’s why…
The way I see design, it’s all about educated decisions. From the very start of a project you will make numerous decisions and you will discount certain things based upon a combination of the current brief, your experiences from the past and what you believe is right for the project. Producing multiple varying visuals goes completely against this.
Putting myself in the clients shoes for a moment, were I to receive 3 different visuals from the same agency I would question it. It would send me the message that the designer/agency weren’t confident in their approach and trying to cover all their bases. I would question whether it was the best use of time and resources. If I’m paying someone to design something for me, I’m paying them to make these decisions and present me with their answer to the brief.
And finally… anyone who has submitted multiple design variations to a client in the past will know that inevitably the same thing will almost always happen. The client will select elements from each of the designs submitted and ask you to put them together – something that you should have done in the first place.
If anyone out there has any interesting takes on this I’d love to hear them!