Defining the Creative Sandbox

2025-03-06

One of the issues I encounter when designing for clients, especially non-designers is this response when probing for ideas on a project: “We don’t really have anything in mind. Just go for it.”

There isn’t a worse phrase than that when trying to gauge a client’s idea for a website, logo, or product. That phrase is right up there with, “make it pop” or “we want the logo bigger”… don’t get me started.

That sentiment usually stems from the client worrying about making a mistake, or freezing at the thought of a giant blank canvas. They are picturing an infinitely large sandbox. If you had an infinitely large sandbox, you could make anything. But, realistically you would be frozen with the unlimited possibilities in front of you.

The solution I have employed in initial talks with potential clients is to ask them to picture a sandbox with defined edges. Inside these edges is where we are free to build, destroy, and experiment to our heart’s content. Don’t worry about mistakes. There is no such thing inside of this sandbox right now. What would those edges be? What things would be inside or outside the edges of this sandbox?

That metaphor allows the client to let go of their perfectionism. To relax. To make messes. And ideas, good and bad, come more freely as a result.

Most importantly, this gets the client talking. And you are on your way to creating edges to your creative sandbox.