...And that element is the client’s logo.

Totally right.

Also, I’ve found that if I can only get a design to make me 90% happy with it… not quite 100%... and nothing I’m changing is getting me to 100% then I need to throw the whole thing out and start over. The right design jumps from 0% done to 50% to 100% and you absolutely, positively know it’s 100% perfect. 90% designs mean that something fundamental is stopping you from perfection.

Murder your darlings, I say.

@Mike: I don’t think a design has to be 100% perfect to be working. And what is really perfect in this world? Sometimes you just have to accept a part of non-perfection. Moreover, when you design something and find it 90% perfect, maybe you’re the only one to think so. Maybe a lot of people would think that it’s perfect or almost perfect. We focus too easily on the small imperfections.

@Mark: No, that element is the client ;)

True in design, business and … life.

Well said.

perfection is a tough word to throw around Mike. But I get the point and I agree. Getting to 80 or 90% and stopping is giving up.

Ryan, Why don’t you provide an example that triggered your “realization?”

Iteration is key to any successful design. No idea is ready to go on its first conception. Design is the generative process of creating that which does not exist. The beauty and freedom of design is that no design is perfect and that a design is ever-evolving.

What do you do if your Client wants a webdesign but the Logo is really outdated and aweful?

@Bernd, I just had the exact same problem. I tried to persuade a client to redesign their logo to bring it up to a professional level but they think they have a great logo. In the end the old logo went on the site and I won’t be using it as a portfolio piece. Sometimes you can’t win arguing with a client when they are set in their ways and it’s best to just make them happy, take their money and move on.