>Most of my clients (who have marketing but not design backgrounds) want that "wow" factor when they see the first mockups. By easing into the designs I felt li

>Most of my clients (who have marketing but not design backgrounds) want that "wow" factor when they see the first mockups. By easing into the designs I felt like I lost that. When I got started in marketing the best designers I had the pleasure of working with educated me as to the different kinds of decisions design needs to make. The finished product is the amalgamation of many different, distinct, decisions. Those decisions include things like: what is the objective of this page? If there's more than one objective which one is more important? If there are several objectives how do they compare in terms of importance to the end user? How does that contrast with the goals of the business? How do we want the user to feel? What do we want them to think? What action do we want them to take? Some of these questions require high fidelity design while others do not. The lower fidelity designs typically help answer the strategic questions that the higher fidelity designs will build upon and execute. Using sketches and wireframes facilitates separating these conversations. If a client is looking for a 'wow' factor with the first mockup then they've confused themself with the end user.