Every time I start a new web project, I have to ask the same questions to get into my client’s brain. I’ve learned the easiest way to figure out what they are thinking is to send them some comparisons. It helps them narrow down the vision for the look and feel of the website, flyer, brand strategy, and so on.

Here is my collection of questions (knowing that neither is always an option):

When you think of your brand’s style, which one word do you prefer?

Masculine vs neutral vs feminine

Playful vs Professional

Vibrant/Saturated vs Muted

Soft vs Bold

Dark hues vs Light hues

Personal vs Corporate

Hand drawn vs Clean lines

Photography vs Graphics (icons, etc)

Grunge vs Modern

Detailed vs Minimalist

Serif vs Sans-Serif vs Script

More questions:
  • How do you want people to feel when they look at your brand? What emotions? Excited, calm, empowered, etc?
  • What impression do you want to leave them with? If they talk about your brand later to a friend, what would you want them to say?
  • What colors do you want/have to use?
  • For fonts, do you want open source fonts or do you want to purchase premium fonts?
  • What is the #1 thing that makes you different from most of your competitors?  
  • What few keywords would describe your brand? Human, minimal, modern, advanced, earthy, upscale, approachable, elite, friendly, playful, mature, funky, fun, authentic, rustic, adaptable, alluring, energetic, ambitious, boundless, brave, bright, calm, capable, entertaining, cheerful, coherent, reflective, helpful, confident, cooperative, cultured, decisive, delightful, gentle, discreet, funny, dynamic, efficient, enchanting, generous, happy, romantic, industrious, kind, experts, painstaking, peaceful, proud, loud, quiet, receptive, responsible, talented, thoughtful, thrifty, tough, trustworthy, unusual, upbeat