How do I ask clients the right design questions?
Because great design starts way before the first draft.
If you’ve ever jumped into a project only to realize halfway through that your client has no idea what they want—or worse, you don’t know what they need—you’re not alone.
That’s why so many designers ask:
“How do I ask clients the right design questions?”
The answer? You build a better discovery process. And it starts with asking the right stuff before you ever open Figma, Illustrator, or Canva.
🎯 Why asking the right questions matters
The difference between a good project and a great one isn’t talent—it’s clarity.
Great designers ask great questions. Because you’re not just designing for yourself. You’re designing for a business, an audience, and a goal.
When you lead with strategy, you build trust, set clear expectations, and avoid endless revisions.
🧠 What questions should designers ask clients?
Here’s a core list you can copy, tweak, or steal:
✍️ Brand + Business Questions
What does your business do—and why does it matter?
Who is your target audience?
What makes you different from competitors?
What do you want people to feel when they see your brand?
🎨 Design + Aesthetic Questions
Are there any brands you love (or hate)? Why?
Do you have any existing brand elements (logo, colors, fonts)?
What kind of visual tone are you going for? (e.g., playful, minimal, bold)
Where will this design live? (Website, print, social?)
🛠️ Project Scope + Process Questions
What’s your deadline and budget?
Who is the final decision-maker?
What are your top priorities for this project?
What does success look like when we’re done?
✨ Bonus: My favorite unexpected question
“If your brand were a person at a party, how would they show up?”
It sounds silly—but it gets people to talk beyond colors and styles.
You’ll learn whether they want to feel approachable, luxe, mysterious, bold, etc.
📋 Pro tip: Use a form or call template
Have a form on your website to capture leads and weed out unclear projects.
Use a repeatable discovery call outline so you never forget the big questions.
Turn their answers into a one-page summary to align before design begins.
Less guessing. Fewer edits. More clarity.
TL;DR?
If you're wondering “How do I ask clients the right design questions?”—the key is to get strategic before you get creative.
Start with goals, values, and audience. Then build your visuals on that solid foundation.
Want help refining your discovery process or brand questionnaire?
Want coaching on how to make your client process smooth, strategic, and pro-level?