I sent the client an updated design, using pretty much the same imagery from the previous year because they liked it.
Client: The snowflakes make this seem really cold. I know it’s a winter design but it needs to be warmer. And we don’t like the ornaments. We liked last year’s design because it sent a message of winter without being cold. Needs to be warmer.
I pulled last year’s design; it was pretty much exactly the same in terms of basic design and color values.
Me: Client, last year we used both snowflakes and ornaments, too. We didn’t’ change much this year because you liked it so much last year. What do you mean about making it warmer?
Client: We rely on the expertise of your designers to come up with the ideas. Make it warmer.
Ah, okay. Makes sense.