Understanding the Client's Vision 

Whose Style Is It Anyway? How to Make Sure You, the Interior Designer, Understand and Deliver the Homeowner’s Vision

As interior designers, we’re often hired for our taste, our training, and our track record. But the most successful projects aren’t the ones that look like our portfolio—they’re the ones that look and feel like “home” to our clients.

Too often, homeowners fear that hiring a designer means giving up control or ending up with a house that feels more like “you” than “them.” The antidote? Intentional listening, structured discovery, and a collaborative process.

Most homeowners don’t speak “design,” here’s a few tips for discovering what they are really trying to say:

1. Start With a Style-Neutral Discovery Process

Avoid leading with your design style. Start every project with an open mind and give the homeowner space to articulate theirs.

Try this: Ask open-ended questions:

• “What do you want this room to feel like when you walk in?”

• “Tell me about a space where you feel most comfortable.”

Let them speak uninterrupted, and take notes on emotional cues—not just design details.

Use word associations to uncover non-visual preferences (e.g., cozy, tailored, vibrant, serene).

2. Use Visuals to Bridge the Language Gap

There are so many design styles, with new ones being formed everyday. A homeowners understanding of those styles will vary as well, they might say “modern” but mean “transitional.” Help them show you instead of tell you.

How:

•      Ask for Home Design Guild’s Designer Files, Pinterest boards, saved Instagram posts, magazine clippings—even if they’re messy or contradictor

•      Use digital mood boards or concept boards early to test alignment before sourcing product.

• Create a yes/no image exercise with quick feedback on likes and dislikes.  

🎨 Tip: Pay attention to common threads in their inspiration—even across different styles. Repetition reveals priorities.

3. Observe Their Lifestyle, Not Just Their Style

Design isn’t just about aesthetics—it’s about how people live. Dig deeper with questions like:

•      How do you entertain?

•      Where do you charge your phone at night?

•      Do you have pets or young kids?

•      What time of day do you use this space most?

Designing for their lifestyle ensures that your choices function as beautifully as they look.

4. Read Between the Lines (and Between the Partners)

Often, clients don’t fully agree on their vision—or don’t even realize they have one. Your job is to act as an interpreter and moderator.

• Strategies:

• Hold joint and individual meetings if needed.

• Give each partner a chance to express their likes, dislikes, and deal-breakers.

• Look for design opportunities to balance contrast—his modern, her traditional? Maybe meet in transitional. 

5. Set Expectations for Collaboration Early

Make it clear how you’ll make decisions together and how much creative control they’ll have. Every client is different—some want to sign off on everything, others just want the “wow” moment.

Clarify:

• What they’ll be asked to approve and when

• How revisions are handled

• How to voice concerns constructively

A clear process minimizes misunderstandings and keeps your authority intact.

6. Always Circle Back to the Vision

Throughout the project, refer to your original design brief, mood board, or inspiration gallery. It keeps the project on course and reminds the client that you’re designing with their goals in mind.

Repeat their language back to them:

• "This reflects your desire for a calm, spa-like space…"

• “Since you gravitate toward warmth and texture, I chose this finish…”

🧭 Guiding the project with their language helps them feel seen—and earns trust.

7. Don’t Be Afraid to Challenge—Gently

Sometimes a homeowner’s initial ideas aren’t functional or cohesive. Your expertise should elevate their vision, not just execute it.

The key: Explain the “why.”

If you’re steering them in a new direction, ground it in their goals. “You mentioned wanting more light—this layout will help bounce natural light into the room while still using the color palette you love.”

8. Let Their Voice Shine Through the Final Product

Your signature may be in the details—but let the homeowner’s story be the headline.

A good designer curates. A great designer translates. When a guest walks into the finished space and says, “This is so you!”—you’ve succeeded.

In Summary:

A design that feels like “home” isn’t about pushing your brand—it’s about elevating your client’s voice through your lens of expertise. The most memorable projects are those where the homeowner sees themselves reflected in the work—and you become the one who helped them get there.

Your style may be what gets you hired. But your ability to understand and reveal the client’s style is what gets you referred.