How do I know when I've done enough work?

There is an irrational fear that persists within graphic designers. One that tells us that our work is never complete enough to send to the client. "I should probably give them one more option. Maybe I should show them what it would look like in a few different colorways."

Want to know my rule for knowing when a project is complete? It’s done when it works. That’s it. If the thing communicates clearly, looks intentional, and solves the problem it was meant to solve, it’s done.

Too often we try to build a cathedral when the client asked for a 900 square foot office with plumbing. Their concern is that the product needs to function. It needs to hold up under use. It needs to not leak. And if the product does that, it’s ready to ship.

When I first started out, I would typically send ten logo options to clients. Ten. That wasn’t being helpful. My clients didn’t want a buffet; they wanted a skilled private chef. They wanted me to show them what their brand could be, not ask them to pick from a pile of decent options.

These days, I send two or three options. One option is my heavy-hitter (highly creative and pushing the envelope a bit), and another option is the “safe” option that sticks closer to what was expected for the client and their industry standards. I’ll often throw in a third option that bridges between safe and aggressive. And clients almost always surprise me with the one that they choose! But they almost always do choose one, because I gave them a clear choice instead of a barrage of similar options.

People like simple binary choices. It’s why we, here in the US, have such an extremely flawed two party system. Everyone wants to pick between “this” or “that.” If you muddy the field with too many options, they often won’t pick any of them.

In summary, your goal should never be perfection. Aim instead for client satisfaction and a job completed to the best of your ability. Over time, your best will only get better.

Let it go. Ship the work. Send the email and move on to the next one!

Also, eat your vegetables and drink 100 fluid oz of water today. You’ll feel better, I promise!