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Interview with Rebekka Ludwig

The graphic designer Rebekka Ludwig mediates with their book Non-graphic designers learn the basics of good design and thus help them to better brief and understand the commissioned graphic designers and to better evaluate submitted designs. Ludwig creates creative competence and judgement where personal tastes otherwise decide — so that clients and graphic artists speak the same language and ultimately win the good design.

How did the idea for the book come about? Can you give us a brief insight into the development process?

Good design has been a big topic of mine for years. (In 2015, I was able to record a video training session on LinkedIn Learning about this.)

I love books and have always wanted to write about the subject, but I never dared. When I was pregnant with my second daughter, I took heart and thought, if not now, when. Once you are in the hustle and bustle of everyday life again, there is often no time to write.

My second daughter was born and my heart project came about... I simply “did”... researched... wrote straight away... rejected... abbreviated and incorporated new ideas again. Started drawing and finally changed the target group. That was the step that changed the most: my perspective and the speech.

And then suddenly there were so many more ideas about what I wanted to trigger in the reader with this book: I not only want to open the eyes of non-designers to “good design,” but also to make collaboration more fruitful. In the form of tips on how to work together respectfully and successfully.

The corona crisis has also played its part: you go to your own core. Think outside the box. And suddenly it was incredibly important to me to create many impulses and networks with the book in the form of the many different design examples from very wonderful colleagues (some I only know from the Behance creative platform, some have been my companions for years). It made my book so much more valuable.

I have learned one thing from this: (my own) development and the breaks have been good for the book and sometimes it takes just that time.

Can you briefly and concisely give us a few tips on the basics of successful cooperation?

It's like having a good team:

• Listen carefully and ask questions (good communication)

• Be open and authentic

• Show empathy and identify needs

• Provide advice

• Always keep the big picture in mind (goals of the company/client) so that you don't get lost in the details

• Involve in the creative process

• Treat each other with respect

When it comes to cultivating a better understanding of the design process among clients, to what extent do you think they should be involved in the design process?

From the initial idea (the first rough sketch) to the end. Assuming that the customer wants to be involved. So it always depends on the customer. But it is often the case that the customer is extremely satisfied when he gets the feeling that he has had a say and that his needs have been identified and implemented. In the end, we have the tools in our hands: influencing design with all its elements and using this knowledge, we can always take a certain direction and convince with the right arguments.

When should you start thinking about ending a collaboration despite all efforts?

When your own stomach rebels too much;)

I notice that my work suffers when you simply do not create a common respectful basis and communication with certain clients, when there is the 100th correction loop and the big picture is overlooked.

Do you have any tips on how to deal as a designer when your own designs are rejected by clients?

First, take a deep breath and don't take it personally, even if it's difficult, because your ideas are always personal. In the end, however, it is always about a project and you can often take an analytical approach to understand why it didn't work out. So simply have the courage to find out why or for what reasons the drafts were rejected. There is always a reason. And all you can do is learn from it and do it better next time.

Sometimes it's just misunderstandings in previous communication, or you've hit a nerve with the client that you couldn't have known.

How can you sell your services convincingly as a designer?

By burning for it and getting it across with that passion. By picking up the clients where you get to the heart of them and make them ponder. And clearly states why it is important to do it the way you do it. In the end, it is always about the benefits and personal benefits for the clients. If you spell this out clearly, the way is paved.

The perfect client is...

• open

• clear and unambiguous communication

• detailed in what she would like to commission

• clear about what your own needs are

• has confidence in our design expertise

Would you like to tell readers anything else?

To be open, read and be inspired. Sometimes you're amazed at the kind of doors that open when you just let them open! ;)

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