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Let’s talk about something that still makes some people squirm — asking questions.

I know, I know. You’d think asking questions is basic. Natural. Logical.

But in the world of freelance design? Especially when you’re just starting out? It can feel like you’re stepping on toes, being “difficult,” or — heaven forbid — not easy to work with.

Sound familiar?

Well, today’s podcast episode is all about giving you full permission to ask the damn questions — and why it’s actually one of your superpowers as a designer.

Because let me tell you a little story…

The Time I Lost a Client… Just for Asking One Question

Yup. True story.

I once asked a client, very kindly:
“What are the reasons for wanting to change the packaging design?”
And I sent a short strategy form to help us both get clear.

And then? Nothing.
Ghosted.
No “thanks,” no “you’re overcomplicating things.” Just silence.

For a moment, I sat with that all-too-familiar fear — Did I do something wrong?

But no. I didn’t.
I did what every great designer does.

I asked better questions.

Because we are not here to just make it pretty.
We are here to make it perform.

The Graphic Designer Glow-Up

When I started in the industry — back in the ad agency trenches of 2010 — designers weren’t encouraged to ask “why?” or “what’s the goal?” We were told to read the brief and do the work. Full stop.

If you did ask a question? Eish. The room would go cold.
I still remember the account exec saying, “Just do what the client wants.”

But here’s the thing…
If we don’t understand what the client wants to achieve, how on earth are we supposed to design something that works?

Design isn’t just visual decoration.

Design is a business tool.
It translates intention into action.
It influences emotion and behaviour.
It builds trust. It builds brands. It builds bank balances. (Yes, really.)

Stats to Back You (Because You Do Need the Receipts)

• 💰 McKinsey found that design-led companies grow revenue 32% faster and deliver 56% higher shareholder returns.
• 💡 Over a decade, design-forward brands outperformed the S&P 500 by 211%.
• ⏱️ It takes 50 milliseconds for someone to judge your website — and they judge it by design.
• 🧠 Visual consistency in branding can increase revenue by 10–33%.
• 💻 Stanford found that people judge website credibility largely based on its design.

You’re not just creating pretty things. You’re literally influencing decisions, purchases, trust.
That’s big. That’s powerful. That’s not fluff.

Are You a Designer or Just a Software Operator?

Now, I say this with love, but also a tiny bit of sass…

Knowing Adobe doesn’t make you a designer.
Just like knowing how to use Sage doesn’t make you an accountant.

There’s a difference between a DTP operator (highly skilled, we love them!) and a graphic designer who dives deep, asks “why,” and makes intentional choices based on goals, not guesswork.

You’re a creative partner — not just a layout artist.

My Favourite Six Questions to Ask Every Single Time

So how do you shift from “just do what the client wants” to actually leading the design process?

You ask better questions.

Here are my go-to six:

1. What’s the outcome we want?
2. Who are we speaking to — really? (Get specific. Imagine them.)
3. How do we want them to feel?
4. Where will they see it? (Platform, context, size?)
5. What’s non-negotiable?
6. What’s the next action we want them to take?

These aren’t “extras.”
They are the work.

When They Say “Make it Pop” 🙄

You know that vague line. We’ve all heard it.

These days, I translate it like this:

“Do you mean more contrast so the CTA stands out, or more energy in the layout?”

And I always loop back to the goal:
“If we want more sign-ups, let’s simplify the headline and boost the button contrast.”

Calm. Kind. Strategic.
You’re not just reacting — you’re leading.

One More Quick Story (Because We All Learn from Burnout Moments)

I once agreed to a panic-job. Financial report. One week. No proper approvals.
They said: “We’ll make it work. Just go.”

And then it printed.
And then… it flopped.

And guess who they blamed?
Yup. Me.

Since then, I made two rules:

1. No rush jobs without breathing room.
2. No going to print without sign-off. Period.

(You’ll find my print sign-off doc in the download below if you need it. Use it. Protect your peace.)

✨ Your Free Downloads: Ask Better Questions Guide

If this blog hit a nerve (in the best way), I’ve made something for you:

🎁 The Ask Better Questions Guide — FREE DOWNLOAD

🎁 Print artwork – Approval sheet in Canva and Illustrator

Use it as your script, your backup, your confidence booster.
Pin it to your wall. Keep it close.

Because you’re not “too much.”
You’re a professional.

Final Thoughts — And a Hug, If You Need One

If you’ve ever felt like you had to shrink to be liked, or avoid asking questions to “keep the client happy”…

I get it.

But the truth is: you’re allowed to ask. In fact, you have to.

Because asking questions isn’t fussy.
It’s professional.
It’s smart.
It’s the beginning of design that works.

So take your space. Trust your gut. Lead with your insight.

You’re not “just a designer.”

You’re a guide.
A translator.
A creative director of your own life.

So go on.
Design your life, wherever you are. 🤍