We’ve all been in this meeting: Four clients and two agency peeps sitting around a huge conference table with images of website (or advertising creative, design, set of designs) projected on a screen in front of us.

We (agency) clear our throats and launch into an analysis of our work, what makes it tick, why it works, why it will help our client move the needle…influence their customers to action…add to their bottom line, credibility, brand value, blah, blah, blah. The client gropes for words to describe their reactions (good and bad) to the work.  The agency scrambles to interpret layman’s terms. And we don’t always get it right.

Super smart guy, Ninja, and Chief Media Officer of Edvisors and the Student Loan Network, Christopher Penn proposes another way. To more accurately gauge the true impact of the work you’ve created: Go eye doctor on the viewers.

From Penn’s  post “What your eye doctor can teach you about web design“  on his Awaken Your Superhero blog: “The eye doctor doesn’t ask you about the qualities of what you’re seeing – no questions about color reproduction or grain, sharpness or focus. He just asks which is better, 1 or 2, because very often a layman’s description would only muddy the waters. The speed at which he proceeds ensures that you don’t try to get verbal about what’s fundamentally a non-verbal issue.”

So the next time you go to present work try this instead: (again, from the blog) “Print out the designs or stick them on Powerpoint slides, and show them to people rapidly. Which is better, 1 or 2? Don’t ask for anything that requires verbal analysis, just quick calls. Discourage discussion for this specific test (there will be plenty of time for deliberation later). Just cycle through your designs. Which is better, 1 or 2? For added sobering results, throw in designs from competitors and see how yours stack up in a rapid, first impression test.” Read Penn’s entire post here.

Helena Bouchez is principal of Helena B Communications, an expertise PR firm serving creative agencies. Connect via Linked In or Twitter @helenabouchez.

Filed under: Uncategorized