Getting Design Approval: The Single Mockup Theory

Too much choice can be a bad thing, writes Darren Hoyt, who argues presenting clients with one mockup, as opposed to two or three, is a far more efficient method, financially and time wise, of producing effective website solutions.

Never having faced these kinds (or any kind) of design choices before, the client often takes the weakest elements of one mockup, suggests merging them with the weakest elements of the other mockup, and because they’re paying you big dollars, you’re expected to comply. Now you’re both stuck. You’ve allowed them to settle on a mishmash Frankenstein product and bogged them down with a maze of choices rather than doing the right thing - using your expertise to steer them in the right direction.

Clients tell web designers want they want, web designers tell clients what they need.