Increasingly, getting approvals is as much about psychology, behavioural science and language as it is about the design solution. Everyone – including clients – is under pressure and that can manifest as cold feet, regardless of how good your design solution is.
Understanding resistance as a natural human response changes how you approach presentations and feedback sessions.
The elephant and the rider
Behavioural scientists have a useful way of thinking about this. They describe decision-making like an elephant with a rider. The rider is the logical brain – it can plan and analyse. But the elephant is emotional and powerful, and when it doesn’t want to go somewhere, the rider has little control.
When you present, you’re usually talking to the rider. But it’s the elephant who makes the actual decision.
Two of the main reasons client get cold feet
1. They’re scared of getting it wrong
Research showed the fear of being embarrassed in front of their colleagues, stakeholders and clients is one of reasons clients were reluctant to change design suppliers. They were worried about getting it wrong. We need to help mitigate the (perceived) risk.
2. It all seems too hard
We’ve written before about the Harvard Business Review research on decision-making. It could be you’re presenting colours and typefaces, when the client needs to hear data-driven evidence to reduce the perceived risk. Or visa-versa. Understanding what information your client needs to come to a timely decision makes a huge difference..
How to help clients make a decision
Make the path clear
The elephant prefers well-defined paths with visible destinations. You can create clarity by:
explain and document specific, management steps
give regular, productive updates (like sending a proactive WIP Friday email)
providing clear, implementation timelines.
Reduce the perceived risk
Help clients feel safer about change by:
doing market research to prove why change is needed
identifying the info that will help them make a timely decision
providing evidence from similar projects or testimonials
offering phased implementation options.
Appeal to both rider and elephant
Address rational concerns with data and logic, but don’t neglect emotional reassurance:
use storytelling to help clients envision success – like mini case studies of similar project wins
acknowledge and validate concerns – listen and address possible challenges
create excitement about positive outcomes – celebrate the small wins along the way, not just the final outcome.
So what?
Understanding resistance as a natural human response changes how you approach presentations and feedback sessions.
Intentionally address both rational concerns and emotional hesitations to guide clients toward embracing change (rather than fighting against their resistance).
The most successful designers aren’t just skilled at creating solutions—they’re skilled at helping clients feel confident implementing them.
As always, happy to discuss. Just email.
Carol Mackay
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