The creative director advised James to do something deceptively simple: justify the design work. Instead of just submitting a logo, layout or graphic and saying “Let us know what you think,” James was advised to accompany every design with clear reasoning behind each creative choice, for example:
Why this colour palette? Was it chosen for emotional impact, brand consistency, or demographic appeal?
Why this font pairing? Does it reflect a brand’s personality—strong and bold, or modern and minimal?
Why this image? Does it evoke a specific feeling or concept that aligns with the client’s message?
By laying out the rationale behind each element, James found that the number of amends dropped dramatically. It also helps to control the design, because now, each choice had to be considered
There’s a psychological shift that happens when clients are walked through your thinking. Rather than reacting instinctively or subjectively ("I don’t like the blue"), they’re encouraged to evaluate based on purpose: “Ah, the blue conveys calm and trust, which aligns with our values.” This approach does two things:
It builds trust: Clients see you not just as someone making things look nice, but as a strategic thinker making deliberate decisions.
It reduces ambiguity: Clients are less likely to suggest changes “just because” when they understand the intention behind what they’re seeing.
When creatives skip the explanation, they put themselves in a reactive position, waiting for feedback that can feel random or emotionally charged. But by proactively owning the conversation, you steer the dialogue in a more constructive direction. It’s no longer about whether they like it, it’s about whether it meets the brief and solves the problem.
If you want to apply James Barnard’s method, here are a few practical steps:
Create a simple rationale sheet
For each concept you submit, include a few bullet points or a short paragraph explaining key decisions—colours, typefaces, composition, imagery. It doesn’t have to be long; just enough to connect the dots.
Present, don’t just deliver
Instead of emailing a logo with “Thoughts?”, try “Here’s Option A, which uses [font] for its modern tone and [colour] to reflect trust and reliability. The circular shape conveys unity and inclusivity.”
Be intentional from the start
Even before the design phase, align with your client on the goals and emotional outcomes they’re after. Then your design decisions—and your explanations—can map directly to those goals.
You can follow James on Instagram, TikTok, YouTube, by visiting his website, where you can access his design courses and details of speaking engagements. Watch the original Instagram reel here: instagram.com
While James Barnard’s approach dramatically reduces unnecessary amends, the review process still needs structure. That’s where GoProof comes in. It allows you to send design proofs with built-in commenting tools so clients can leave feedback directly on the creative. You can pair this with your design rationale, guiding reviewers to respond with purpose.
With GoProof, version control, approval workflows, and real-time collaboration are all built in—keeping your projects on track and your sanity intact.
By combining James’s proactive communication technique with GoProof’s streamlined feedback process, you’ll spend less time chasing clarity and more time designing great work.
Smarter Proofing. Faster Approvals. GoProof.
