I thought it might be useful to start of a thread about how to talk about various aspects of fonts with customers. This would be hard to do under any circumstances because so many customers have no experience at all talking about fonts. It's made even harder when you factor in language barriers, which are frequent.
I'll raise the first one. I find it quite tricky to talk about styles with customers. As I've mentioned in other threads, it's clear no me that customers view the style as the essential unit of a font. However, I'm not certain they all really know what a style is. Here are some examples:
- If I forget to say "we count Roman and Italic separately" many customers will assume they are getting both (or confuse them).
- I recently had a customer who purchased a basic license of two complete sub families of the same family and wanted web embedding. I explained that they should specify which styles to save money, which they understood just fine, but then they got very confused. They gave me five styles' file names (not the casual names "bold, semibold, etc" but the actual file names that included the subfamily) so I clarified that they wanted to embed styles from both families. They said yes but when I provided a quote for 10 embedded styles they pushed back "we only need five". I explained and it was fine but ug, I think that was exhausting for both of us.
- I frequently hear from a customer "my designer told me to license Halyard Bold" (Halyard has three opticals). So, I have to ask "which one?"
Some of this is definitely unavoidable. But I'm always trying to make the interactions smoother.
Does anyone have good customer service tricks for talking about styles?
Does anyone have other examples of customer confusion talking about fonts they'd like to work on?