Knowing what questions to ask your client | Discovery Meeting 101

What type of relationship do I want?

The needs of the client and the nature of their field often shape how they show up to a meeting. Stay flexible and open, since not every relationship needs to develop the same way. Bring what makes you strong and unique as a designer and let the relationship form naturally.

How do I want to be perceived?

Use these descriptors as inspiration when thinking about your design identity and how you want clients to experience working with you.

• Highly formal

• Down to earth

• Knowledgeable

• Experimental

• Conceptual

• Methodical

• Detail oriented

• Adaptive

• Fast paced

• Organized

• Iterative

• Flexible

• Empathetic

• Client focused

• Solution driven

• Supportive

• Narrative focused

• Research led

• Trend aware

• Timeless

• Systematic

• Editorial

• Typographically minded

• Identity driven

• Cohesive

What dictates the questions I ask?

The questions you use, as well as the agenda you follow, will depend on the type of deliverables you are creating and the relationship you have with the client. Think about the scope of the project. Is this a one off project that needs only a few touch points, or a longer partnership that requires more structure and more intentional check points?

What questions could I ask?

Use the categories below as a starting point and expand them based on the client’s needs. One of the biggest advantages you have as a designer is your ability to pivot naturally while still completing the essential check points in your agenda. Get through what you need to cover without sounding robotic. This skill grows with practice.

Background of the client and their company

(Graphic Artists Guild 17th Ed.)

• What is their history?

• What values guide their work?

Their audience and stakeholders:

• Who needs to understand the final deliverable?

• Who influences the decision making?

Their objectives:

• What are the goals?

• What does the client want the user to understand?

• How should the user digest the content?

• What makes the work unique in its industry?

The vehicle:

• What type of collateral is needed?

• Digital or physical?

• Omni channel presence?

Look and feel:

• textures

• patterns

• colors

• line style

• aesthetic direction

• typography

• photography

• brand voice

Legal rights:

• usage rights

• licensing

• ownership

Print vendors:

• preferred vendors

• production considerations

Time frame and milestones:

• deadlines

• review periods

Meeting schedule:

• frequency

• expectations

Outsourcing:

• additional support

• partnerships

Review:

• how feedback will be shared

• rounds of revisions

Budget:

• clarity

• alignment with scope

Client concerns:

• questions

• uncertainties

• risks

Millman, Debbie. Graphic Artists Guild Handbook, 17th Edition: Pricing and Ethical Guidelines. Graphic Artists Guild, 2025.