The premise is usually wrong, which is worth saying first. A client who cannot articulate why something is bad may simply lack the vocabulary, and supplying the vocabulary is part of the job. The family bakery in How to read a client's brief shows how. It asked for a new logo because the old one looked dated, which sounds like taste, and a few questions later the real objection was that wholesale buyers could not tell its loaves from the supermarket's once the bread sat on a café counter.
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