
Chinese: 
大家好，这里是来自Futur的Ben Burns
是时候学着展示你的作品了
今天，我们要学习如何完美地展示logo与品牌形象设计
这一集由Story Blocks赞助播出
我要教给你们什么？
是由无数错误总结出的标识展示方法论
展示logo是一门科学而非艺术
通过学习这套方法，你将学会如何更轻松地向客户出售你的设计
记住，如果logo是产品，那么展示就是它的包装
而好的包装能清楚地表现内在产品
在你完成了第一轮logo设计之后，有了想要向客户展示的东西
马上迎来的就是一场展示

English: 
What's up everybody mr. Ben burns here for the future, and it's time to show your work
Today we're gonna learn how to present logos and identity projects that win this episode is sponsored by story blocks
So what is this this here is a logo presentation methodology honed by years of mistakes school of hard knocks
Presenting logos is a science nuttin art, so by learning this methodology
You'll be able to sell your logo designs easier to your prospective clients
If the logo is the product the presentation is the packaging and good packaging presents?
What's inside clearly and without question where this fits into the overall?
Identity process is right after you've completed your
First round of logo designs the drafts what you want to present to the client

Chinese: 
而此前客户还没有见过你设计的任何东西
他们会期待看到了不起的东西
我依然记得我刚入行的时候
用email把logo发给客户审核
每个logo都分别保存在jpg格式的文件里
总共有15个版本供客户挑选
那是个天大的错误
我想那时我盼望着客户给我一些艺术指导意见
你们这群用email发送logo的家伙给我记住了
停止这种做法
展示设计作品最好是面对面的，或者通过电话方式
你的客户不是设计师或创意总监，不要用对待设计师的方式对待他们
哪怕有时你的客户的确是设计师或艺术总监
但你依然要自己负责所有设计和创意工作
因为那就是他们雇你做的事
但实际上，这种做法的真正目的是保证对修改的主导权

English: 
This is the presentation that happens immediately after that so before this the client shouldn't have seen any designs for you
And they're coming into this
expecting big things I
Can remember when I first started and?
the first
Time I sent logos for approval to a client
It was in an email each logo was a jpg file that was attached each version
Individually, and I sent 15 options to the client that was a huge huge mistake
And I think what I was really looking for is the client to provide some level of art direction
Quick note for all you guys who are sending your logo designs over email stop
It identity design jobs are best presented in person or over the phone
Stop treating your clients like designers and creative directors because they're not okay sometimes
They are designers and creative directors
But you should still treat them like the design part the creative direction part is your job because that's what they hired you to do
But the real reason why this is important is to manage and control?

English: 
Revision I know that you have all experienced this scope creep revisions getting out of control
You know version sixteen seventeen eighteen and the whole reason you want to present your logos beautifully the first time is
To sell the client on a single concept
Before we get into the actual presentation and breaking that down. There's a few prerequisites that you need the first is a solid discovery
the discovery phase is where you take all of the words and the ideas that the client has in their heads and
Organize and streamlined this information into something that you can digest
The goal is to start the project on the same page
number to take collaborative steps from the outside looking in
This is how a logo design project looks like to a client you
Start at point a which is all the information that they have rattling around their head, and then you wind up at point B

Chinese: 
我知道你们都有修改次数不受控制的经历
改上16、17、18次
而漂亮地展示作品，首要是用一个理念就取得客户的认同
在我们真正讨论实际的展示部分、把它细细拆分之前，
这里是一些你需要了解的预备知识：
首先是深入的发掘阶段
在发掘阶段，你充分整理客户脑中的一切词汇和想法，并将其优化为你能消化的形式
这是为了让你们在项目开始时就达成共识
第2点，将步骤多重化
客户看到的logo设计是这样的：
A点尽是他们脑中叽叽喳喳的要点
紧接着你就到达B点，提供一个完美的logo

Chinese: 
然而在现实中，创造性的工作更像是这样
先是A，再是B，然后是再一版本的B
然后是最终版，接下来你又有了C
然后是最终最终版，再然后是最终最终最终版
做出完美的标识需要经过漫长曲折的过程
Chris Do 把这个完成最终作品前经历的一系列步骤称为支架
在我看来这是缠绕复杂的，这也是我喜欢这种维度的原因之一
在这一过程中，最该做的事就是定下风格基调
风格基调最好是用情绪板之类的东西做，我们制作过大量相关视频
在我们的频道搜索“Style scape”来观看
但如果你在塑造品牌上有大量方向可供选择
你就不应该仅凭词语来决定，而要结合视觉效果

English: 
Which is a perfect logo when in reality we all know that the creative process looks kind of like this?
Well maybe like this
Where you have point a and then point B, and then point B v2, and then final and then point C
And then you have final final
And then you have final final version three it's a long windy road to get to a perfect identity
now Chris
Dell calls it scaffolding your building towards the final product and a set of sequential steps
For me it kind of winds around a little bit, so that's why I like this this dimension
Now one of the best things to do as a collaborative step is to do style scapes
Style scapes are like mood boards on crack. We've done many many videos about them
Just search our channel for the word style scape to find them
But if you have this you have a broad compass direction in which to take the brand

English: 
So you're basing your decisions not just on words, but also on visuals all right the next requirement
Incredible work. It should go without saying guys
But you need to present your best work to the client the fourth prereq the right tools
So here at blind we use a combination of Photoshop to generate mock-ups of our logo designs
And then we present them using keynote software
I know a few of you out there on Windows machines
But keynote is amazing you can buy it I think can buy it for Windows. I'm not sure bottom line use keynote
it's way better than PowerPoint a
Few of you have seen this new Adobe app out called dimension. This is really really promising. I am super excited about
dimension I
Have no idea how to use it yet stay tuned for that tutorial as soon as I learn
all right, drumroll, please
Let's build the presentation

Chinese: 
下一个预备知识点：惊人的作品
这应该不必多说，你需要向你的客户展示最好的作品
第4点，正确的工具
稳妥的选择是使用Photoshop来制作logo实物模型
使用keynot来制作展示幻灯片
我知道你们很可能使用的是windows系统，但keynote太棒了，不妨买一个
（我想能在windows上购买，我不太确定）
注意了，用keynote吧，它比ppt好得多
可能有人知道这个叫Dimension的Adobe新应用，它非常优秀
我为这个软件感到极度兴奋
但我还没学会如何使用它
等我学会，我就会出一期教程，等着看吧
好啦，接下来我们来到展示部分
第1步，从开头开始展示

English: 
Step 1 you want to start at the beginning it seems common sense, but you'll be surprised
How many designers just jump into throwing up their logos as?
Soon as the meeting starts
or worse just sending off a PDF that has one logo per page and
Expecting a client to flip through it you need to start at the beginning what I mean by that is to recap the reason why?
they want a new identity one thing that I like to say is if
you guys can remember our goal is to build a new visual identity of that and
Then you insert the pain point here, and if they don't have a pain point you insert the objective here
repositions you to gain more sales increase your revenue have your
Brand match your audience better
These are all examples of the reasons why people need a new identity now this should have been fleshed out way
Before way before discovery in your early sales calls
So you should have this already somewhere in your notes by reliving the pain point

Chinese: 
这看起来是个常识，但你会为有多少设计师一上来就抛出logo而惊讶的
甚至更糟，发送一份每页一个logo的PDF，等着客户自己翻阅
你必须从头开始
也就是说，你要简要重述他们需要一个新标识的理由
我要说的是
如果你们还记得我们是要设计一个（具有某种目的的）新视觉标识
你就找到了痛点
如果客户没有提出痛点，你就客观地找到一个
提高品牌地位，为品牌带来更多收入
让品牌更好地迎合顾客
这都是人们需要新定位的原因
而这是你早在初期会谈中就应该发掘到并记下来的东西
通过解决痛点

Chinese: 
你让客户重新回到他们开始项目时的消费者位置
而这对保持主张极其重要
也很好地保证了你的工作方向从一开始就是正确的
并确认一切状况依然如初
接下来，第2步：简要阐述你的工作步骤
我会这样说：“在深入探讨工作之前，我们先后退一步，回顾目前的所有进展”
接下来我会向他们展示一张这样的幻灯片
这是我们在发掘环节找到的所有重要词语
我把这些都展示出来并说
“你知道的，除了明快、丰富以外你还需要显得权威...”
你需要唤醒他们曾经引导你工作方向的那段记忆
首先，对人们来说，反对他人是困难的
而要反对自己则更加困难

English: 
You're putting that person back into the buying mentality that they were when they started the engagement and this can be a really really
powerful thing
Approvals, this is also a great place to just confirm that you had the goal right to begin with and to make sure nothing has
changed all right step to
Recap the steps that you guys have taken together. I like to say something like guys before we dig into the work
Let's take a step back and review the process to date and then what I do is I show them a slide like this
These are all the important words that we drew out of a discovery session
And I walk them through and I say look you know you want to be bold powerful, but bright and basic colorful current inventive
You want to remind them of the place that they were in when they were giving you this inspiration to begin with?
It's difficult for people to disagree with other people a lot. It's even more difficult for them to disagree with themselves and

English: 
so if you remind them of the decisions that they've made to date like
The words that they chose to describe the brand they want it makes it really hard to refute the results
Of what you've drawn out here
So then we look for patterns, you know unvarnished character preserved quality on the left, and then we have premium hip
Expressive on the right and what we've drawn here is unvarnished beauty
Then after this point who typically just go over the stile skip that they chose
And then we would be caught up
Typically you want to spend no more than 5 minutes on this you just want to give everybody a palate cleanser
Kind of like hey remember this let's go let's let's build on the steps that we've already taken
And that's why this is really important because you want everybody in the room to be on the same page at
Every step during this meeting all right step three. This is the big one
Display your work

Chinese: 
因此，如果你提醒他们他们曾经做过的选择
比如他们用来描述理想品牌形象的词汇
这会加大他们批评你的作品的难度
我们再看看这些图案，这些展现品质的图案无懈可击地排布在页面左边
接下来我们把其他描述词汇排在右边
这里的展示完美得无懈可击
在典型地过一遍他们所定下的风格基调以后，客户被引入状态中
通常不需要在这里花超过5分钟时间
只需要给每个人都留下印象
像是在对他们说：“记住这个，接下来我们看看现在的工作进程”
这很重要，因为你要让所有人在会议开始时就进入同一状态
好，接下来是第3步：关键的一步，展示你的工作
理想的logo概念数量是3个

English: 
so the ideal number of logo concepts to present is three one thing that I've found is that by
presenting three options
You're allowing them to say no to one without saying yes to one
Right there in the room so that means because they have three
They can say ah you know what I'm not really feeling this one
But they still can choose between two
So all this being said the three logo options that you present need to be very closely related to each other because you've already set
The direction in the style scape so as you present your work. You need to explain the thought
Behind each version and this is really really important. You know they did a study a while back about eBay sales
And they found that even something as simple as a computer sold
For a much higher price point on eBay if the description included a story about it
I think the average was like three hundred and fifty dollars difference between one that was just the tech specs and then one was some
Elaborate story about where this computer has been and how much revenue is generated

Chinese: 
在展示3个logo时，客户不必面临在否定一个方案时必须选择另一个的境地
当客户有3个可选择的logo
他们可以说“我不喜欢这个”，但他们依然可以在剩下的两个里做选择
在这种情况下，你展示的3个logo间必须有着紧密的联系
因为你已经定下了风格基调
在展示中，你需要阐述每个版本背后的思考
这非常重要
曾经有一个关于eBay的调查
调查者发现在即使对于计算机这样简单的商品，描述中包含故事的计算机能卖出更高的价格
一台仅50美元，而另一台卖到300美元
前者只提供技术参数

English: 
And how you're so attached to it having a story behind each piece
Lets you sell it easier, but one thing you need to ask yourself is this story better told visually
another idea is to
look for ways that you can show the
Relationship between the thing the piece that you designed and an element that you pulled
for inspiration or in the style scape
So in this circumstance we needed to use a piece of this the flame on the left, then we eventually turned it into
the kind of nice elegant swoosh that you see on the right and this slide was actually used in the
Presentation to the client to explain our process, and how we arrived here
All right, so let's dig into the actual slides each of the three versions should be presented on the same sequence of slides
The first being just a simple isolated logo on white so what this does it allows the client to just look at the logo

Chinese: 
后者则拥有关于这台计算器带来收益以及与你产生联系的完整故事
让每个设计背后都有故事能帮助你出售它们
但你还要问问自己，这个故事用视觉方式表达会不会更好？
另一种做法是，设法展示你的作品与其灵感来源或风格基调之间的联系
举例来说，这一页展示最左边的图形到最右边之间逐渐变得优雅流畅的过程
这一页实际上是用来向客户解释我们的设计思路
接下来我们详细探讨展示幻灯片
三个版本应该分别用相同的模式展示
第一页幻灯片是在白色背景上简单孤立的logo
它的作用是让客户的注意力集中在logo上

Chinese: 
而那些有着精美实体效果图的logo展示
会阻碍客户吸收logo传达的视觉信息
而当他们看到的只是白色背景上的logo
我们放置极少的元素，创造大量的留白
以便他们能在实际的logo上集中注意力
第二张幻灯片则是在黑色和白色底色分屏上的单色logo
这能表明你的设计即使脱离色彩的加成依然很不错
但愿它还能让客户产生“我倒从来没想过logo在黑色背景下的样子”的念头
第三张幻灯片是标准实体模型
标准实体模型的意思是，那些典型的会有logo出现的地方
名片、文具、信封，这些都是人吗会希望看到他们logo的地方

English: 
We've seen fancy logo presentations that douve right into mock-ups, and it's difficult for a client to really absorb the visual information
They just see it on a white background
We placed a little go in the center of the page with a lot of negative space around it to really focus the eye
On the actual logo the second slide is a split screen one color logo
This is really important because the goal here is to demonstrate how great your logo looks both on a dark background and a light background
Without any assistance from color, and hopefully this will show some thought well when the clients looking at this like hmm
I never thought about how the logo would look on a black background
The third slide is a collection of standard mock-ups
and what I mean by standard mock-ups is the typical mock-ups that you would expect from a logo presentation a
business card
stationery maybe an envelope
These are things that people expect to see their logos on now
It's crucially important to draw elements from your

English: 
discovery from the style escapes to use in these mock-ups things like colored backgrounds and
Making sure the color of the shirt matches the the new brand that you're building
There's nothing worse than presenting a logo on
A mock-up template that doesn't fit the brand
So you want to make sure that every template every stock photo that you purchase is on brand at every time
all right slide number four
Small format mock-ups, it's pretty self-explanatory guys. It's the logo
Done really small so things like pens pencils pins
wax seals cufflinks
You know you want to really get into the brand and try and figure out how they would use the logo in a small space
as we move through this you'll find that the things that you present here I
Want to say seven times out of ten you're gonna wind up designing down the road
The clients can see this they're gonna. Love it. They're gonna. Ask you how hey how much do
We should do that. We should do that how much do you think it would take for you to design that?

Chinese: 
在这些实体模型中运用你发掘阶段、风格基调确定阶段的成果极其重要
比方说背景颜色，并确保T恤颜色和新的品牌形象是吻合的
没有什么比把logo放在不符合品牌形象的产品上展示更糟的了
所以你要确认使用的每一个原型、每一个购买的模版都适合品牌
第四张幻灯片是展示小尺寸logo在实物模型上的效果
这无须多言，logo会出现在钢笔、铅笔、图钉、蜡封、袖扣这样的地方
你需要深入了解品牌，发现他们可能使用小尺寸logo的地方
这个过程中，你会发现你要展示的东西
而我要告诉你，这是能拓展设计业务的方法

English: 
1 million dollars
So this is a great way to both demonstrate the brand and upsell other services
So since we did small format the next step is large format now large format is
signage
wayfinding
interior graphics
billboards things like that things that really put the logo at scale and so by putting their logo on the side of the building that
Is such an ego boost for a small businessman I mean
Think about it
What if you put what if you were walked into a room or walked into a meeting and?
Somebody had your logo on the side of the building
It's gonna make you feel good, and that's the goal with this
So feel free to have fun with this if you're rebranding a lawyer
you know think about ways, maybe maybe you can put some gold foil on a windowsill or
If it's a coffee shop
Maybe a hand-painted sign or something like that something where

Chinese: 
客户看到这些小周边，他们会感到喜爱，会问你：“或许我们能把这些做出来？需要多少钱？”
“一百万美元。”
这是一个阐明品牌的同时帮助售出其他服务的好方法
既然我们做了小尺寸，下一步就是做大尺寸
大尺寸像是引导标识、路牌、室内广告牌这样规格的东西
把标识印在墙上，能为小企业家带来极强的自我膨胀感
试想一下，如果你走进一间房间或者是建筑物，看到有人把你的logo印在墙上是什么感觉？
你会感觉好极了，而这就是我们的目的
所以尽情创造这样的东西吧
如果你在为一个律师做新的形象设计
想想各种手段，或许是在窗沿上放上金箔制品
又或者当你服务的是咖啡馆
可以是手绘的装饰之类

English: 
You're really conveying their brand in a physical space in large format
And then finally you want to wrap up every single version with an isolated logo on white again
What this will do is it'll remind them that hey all this stuff is it's all examples none of this stuff has to be
created or
fulfilled or executed on this is the logo, so it's kind of like a
Closure to the chapter that is this version and quite simply you just want to repeat for all other versions
So you should have 5 slides for 3 logo versions for a total of 15 slides when you've completed all 15 slides
Demonstrating all the versions of the design that you're presenting you want to have one slide that compares all options
So we get this question all the time, and this is one of those you know
We never really wanted to put all the logos side-by-side every single time we do a logo presentation the client asks for it

Chinese: 
类似这样真正把品牌放到真实物理空间的做法
最后，你要再次把logo孤立排列在一张白色背景的幻灯片上
这张幻灯片的作用是提醒客户，以上是这个版本的所有实例，到此为止了
这是logo本身
而这也像是对属于这一版本的环节的谢幕
很简单，接下来你只需要对另外两个版本重复这样的操作
3个版本应该各有5页，共15页
我们需要完成这15张幻灯片的展示以阐明你的所有logo设计
你还需要一页来比较所有选项
这是一个我们总是遇到的问题
我们并不真的想把这些logo放在一起
但每一次展示中客户都会提出这样的要求

Chinese: 
我们会把它先藏起来，我不喜欢做这样的比较
但还是要有这样的一页来以防万一
在我们来到展示的最后一步前
我猜你们可能会想要看看我们是如何制造这些实体原型的
现在正在进行实体制作，我们去看看
-Emily -嗨 -嗨，我能看看实体原型吗？
-可以 -好，那么我们现在在做Futur的周边产品对吗？
-是的 -酷
-第一步是在寻找效果不错的产品图片，对吗？ -对
-现在你在浏览Story Blocks，你在寻找什么？
-我在寻找名片和信封这样的办公用品
像这样的标准模板

English: 
So typically we'll have it in the slide deck. Maybe just hidden. I don't like to compare apples to apples like that but
Have that slide in there just in case so before we get to the final steps of the presentation?
I thought that you guys would like to see how we create these logo mock-ups, and we'll use over there working on some
Let's go check in with her
Emily hi working on some mock-ups
All right, so we're doing future stuff today, right
okay, cool, so
First step is actually to find
Stock images that work really well right. Yeah, so you are on story blocks right now, and what are you focusing on?
We're gonna look for some stationary like business cards envelopes
okay stuff, that's
That's kind of like the normal or kind of like standard backups
Okay

English: 
So that that's that that's that first slide of mock-ups that we talked about earlier so when you're looking at stock photos
What are you looking for?
usually really high res
And I'm pretty sure at this website already gives out really high resolution images and also if it's stationary
Some close-up images
That would be good if you can see the textures in one stuff that like matches the brand that you're designing for right
So something like a rustic scene
Wouldn't work out really well for a really slick polished brand like Apple nine times out of ten right so what's next
We're gonna bring this into Photoshop, and we're gonna use some smart objects
So that way if you or the client changes the might to do that never happen everybody nobody's
Business yeah if they change start design we can easily just replace them without doing all the hard work very cool

Chinese: 
-没错，这就是我们之前说过的第一页实物原型
-那么你在寻找怎样的图片呢？
-通常我寻找高分辨率的图片，而我很确信这个网站提供高质量的图片
-当要找的模型是办公用品的时候
-那些靠近到能看清纹理的图片很不错
-你要寻找符合品牌形象的东西 -对
-乡村风格十有八九不适用于Apple这样光滑抛光的产品 -没错
-那下一步呢？
-我们把它拖进Photoshop，并使用智能对象
-如果客户改变主意...
-这种情况从不发生，没有人会改动他们的事业
-那么如果他们改动了设计，你可以轻松地做出修改而不必大费周章
-酷，这是Photoshop，对吗？ -没错

English: 
And then this is Photoshop, right yes, okay, cool all right well
I'm gonna let you get to work, and I will check back in with you shortly
awesome

Chinese: 
-不打扰你工作了，一会儿我再来和你核对 -好的
-好极了

English: 
Okay, so let's talk about this mock-up, so we're looking at an iPad right right the original image
Okay, cool, so and you have a smart object in there. Yeah, so how does that work so this thing?
If you double click into the smart objects. Let's save this image. It's in a perspective
But if you double click into it it's actually a rectangle. That's not distorted
you can put whatever images you want so we can quickly replace things and
And swap this out so this can be a template that we use over and over and over again right and when you save it
It updates on the previous
Yes, very cool. That's how you're able to do things really quickly
cool, all right

Chinese: 
Emily使用的模版可以在这个网站找到：www.storyblocks.com
-我们来谈谈这个实体模型
-这是一个iPad -对，一张原始图片
-你创建了一个智能对象 -嗯
-接下来你怎么做呢 -我们双击这个智能对象
这是一张有透视关系的图片，但如果你双击它，就会出现矩形的、未变形的图片
-你可以放任何你想要的图像上去
-我们能通过这种方式快速方便地改变对象 -没错
-当你保存，你就能看到它在之前的psd文件上随之改动
-这正是高效工作的秘诀

Chinese: 
-这些实物模型看起来很不错，把它合成一页发给我 -👌
-谢了，Emily
我希望你们觉得这挺有意思
这并不是一个关于我们如何制造实物模型的教程
只是一窥我们的工作流程
Emily的文件可以免费在以下链接查看
感兴趣的话不妨看看她是怎么控制智能对象以及如何将实物模型排在一起的
让我买回到logo展示部分
现在你的展示完成了，你应该放出写着“谢谢观看”之类字样的一页幻灯片
并且这也是你该提问的时候
这里有一个我最爱的问题，总能引发笑声
通常客户会在此时沉默，他们不想过多称赞你的作品

English: 
So it looks like these mock-ups are in great shape let's put them together in the slides and then send them my way
Cool, all right. Thanks, Emily I
Hope you guys thought that was interesting
You know it really wasn't meant to be a full breakdown or tutorial on how we create these logo mock-ups
Just kind of a glimpse or peek into our process if you're interested Emily's files are linked below
For free you can see how she's constructed the smart objects and to see how she's really put these things together
Alright, let's get back to the logo presentation
So at this point your your logo presentation is complete, and you should have a slide that says. Thank you
You know we love you you're the best you're awesome. Well. However you want to say it, but now it's time to ask
targeted questions
Here's some questions that we ask this is my favorite
This is my favorite question of all time and it always gets a laugh because right after you're done presenting your work
There's always that weird moment. Where nobody's really talking. They don't want to be too complimentary
But you know they don't want to say anything negative

English: 
So it's kind of like this weird space that you're in so to break that ice a little bit
I always ask so did we miss the mark completely it always gets a laugh for some reason typically it's a nervous laugh
But you know whatever, but it's a great way to start things out on a positive note
Is even if you bomb it the clients gonna be like oh yeah?
This is step forward
You know so it's a great way to
to kick things off on a positive note so another thing that we ask a lot is we go back to discovery and
We create user profiles, and we always named these people and it's always something stupid
You know like Joe Dirt so at this point. I'll pull that name back in the mix, and I always ask you know
Hey, how do you think Joe Dirt would react to these logos?
what that question is doing is it's
taking the client out of
Hey, what do? I like? I like this. I like that. I don't like this you're asking them to dig into

Chinese: 
也不想贬低你的作品，这就造成了你出处于的诡异的局面
为了打破僵局
我通常会问“那么...我们是不是完全偏离目标了？”
这总会引起一阵笑声，尽管是严肃的笑声
这依然是一种引发积极交流的好办法
因为即使你真的搞砸了，客户也会说“没错，这就是我们接下来要讨论的”
这是一个引发积极交流的好办法
另一个常见的提问是拿出初期调研的成果，制作用户画像
我们总给这些用户画像起Joe Dirt 这样愚蠢的名字
应用这些姓名
我通常会问：“你觉得Joe Dirt会对这些logo作何反应？”
这个问题的作用是让客户不再思考“我喜欢这个”或是“我不喜欢这个”

English: 
The empathetic side and really put themselves in their users shoes, and this is how you overcome that
Personal preference just a side note every single one of the questions that you should ask you need to be
Directing the client away from any kind of personal preference statement, so I try to stay away from
Open-ended questions like what? Did you think did you like these?
That's kind of danger zone area level questions one good question to ask is did we take a step in the right direction
To solve and then you remind them of the pain point it ends up looking like did we take a step in the right direction
To help you grow your revenue in
2018 all right here's another question that's great is
There one direction that we can just cross off the board right now as you present your work
There's always going to be one option that they like the best and one option that they don't like it all or like the least

Chinese: 
你引导他们移情到用户身上，设身处地以用户的角度思考
而这正是打破客户个人喜好造成障碍的方法
顺带一提，你提的任何问题都应该避免让客户代入个人喜好
我试过用一个开放性提问结尾
类似“你怎么看？”“你喜欢这些作品吗”的提问是非常危险的
一个好的示例是：“我们是不是在解决...问题上迈出了正确的一步？”
然后再次提醒他们品牌的痛点
这听起来就像“我们是不是在为你提高2018年收入上迈出了正确的一步？”
下面还有一个好的提问
“有没有我们应该从现在的方案里删掉的东西？”
展示中通常会有一个客户很喜欢的版本和至少一个客户完全不喜欢的版本

Chinese: 
让他们可以作出挑剔，而不必逼他们指出喜欢的版本
第6步，别期望得到反馈，这很重要
通常的反馈是“我不太喜欢这一个”“我倾向于那一个”
你可以告诉客户“我知道你还需要时间来消化或者是问问别人的意见，你可以回去再想想”
这样你给了用户时间来消化你展示的内容
别指望得到艺术或创意方面的建议，我们在这一集开头就谈过了
千万别指望得到创意指导
最后一步，设定时间线和预期
你不会想在没有谈论下一步和你的预期时就结束会议吧
这很关键

English: 
What you're asking them to do is to say hey you know?
I don't like this one, but you're not asking them to show the trump card of which is their favorite yet, all right step 6
Don't expect feedback
This is really key
The the most feedback that we typically get is you know I don't really like this one
I'm kind of leaning towards this you always want to say
Look I know it's a lot to digest. I know you probably want to share it around and ask other people
Let's go ahead and give you some time you always want to give your
Client the time that they need to digest what you just presented
So don't expect the feedback and don't expect creative direction we talked about that at the beginning of the episode
But it is key to not expect creative direction the last step
set timelines and
Expectations you never want to leave a meeting without next steps and expectations. It's crucial
I'm sure you guys have all seen this where

English: 
You give a client something to give you feedback on and then they just go away, and they kind of ghost
You always want to set the due date for feedback whether that's a meeting or an email then it's thanks
And they're gonna give you hugs, hopefully there's tears streaming down their face because you just knocked the project out of the park
That's it I?
Hope you guys got value out of this this was a huge question that I had when I first
Stepped into this business is how do I present my work?
So I'd love to see you guys share your wins
Share your pitch decks and share some of the insights that you've gained from from this episode that would mean a lot to me
This episode is sponsored by
Storey blocks get studio-quality stock for a fraction of the cost with storey blocks
Download all of the stock video images and audio to your heart's desired from their member library
including HD footage After Effects templates stock photography

Chinese: 
你们一定遇到过客户离开后像人间蒸发的情景
所以你要设好通过会议或email反馈意见的日期
接下来就是他们给你拥抱，但愿他们还能流下两行热泪
因为你完美完成了这个项目
我希望你们能够有所收获
如何展示设计成果是我事业刚起步的时候遇到的大问题
希望你们能和我们分享你的好消息，你的成果
分享你从这一集里学到的东西
这对我意义非凡
这一集由Storey blocks赞助
只需支付Story Blocks的低价就能享有制片质量的高清素材
通过会员资源库下载你所需要的一切音像图片资料
包括高清影片、AE动画和摄影运动背景等

English: 
motion backgrounds and more plus get exclusive discounts on millions of additional marketplace eclipses where you save
40% and the original artists take home a hundred percent of the sale price
All of the content is royalty free so you can use it for both commercial and personal projects
New clips video audio are all added regularly
So there's always something fresh to download guess what guys we have an exclusive
Deal for the future crew you get all three libraries for one low price
Enjoy unlimited access to videos audio tracks and images for only
$149 for the whole year
Link in the description below

Chinese: 
此外，在超值推广中你可以享受六折的优惠，而它的创作者依然能收到全额费用
所有内容都是免版权的，你在商用作品和个人项目中都可以使用
新素材定期增加，为你源源不断供给资源
额外惊喜！我们（Futur）还提供额外的优惠
你能以低价享有三个资源库的使用权！
全年无限量获取音像和图片资源，仅需149美元！
访问以下链接：
[Music]
[Music]
[Applause]
