It's a religion, you just have to believe.

I just finished reading an interview with Chip Kidd in ID Magazine (I'm about 3 months late) that was funny and insightful. During the interview they made reference that art is like believing in god, it's an all or nothing leap. You either get it or you don't. What a great concept. When discussing art, or music for that matter, some people have very strong convictions about what they do and don't like. Presenting a logo or design piece to a client can sometimes be very hard to explain when they aren't part of the religion. You can try and sell your beliefs about why you think it's great, but if they have a different view (let's say about color) - you might as well be the anti-christ.

That's why client education is a necessary step in the process of agency/client relationships. All questions, big or little, should be taken serious and given attention. Some clients don't like to admit when they don't understand, so if asked - great! Take the opportunity to showcase your knowledge and talent.

Like religion, you don't want to push your beliefs on them (that's a cult and no one likes a crazy). The client should never feel forced into anything they don't want. They need to come to the realization that "this is the best thing since sliced bread". State the facts, give the benefits and let them draw their own conclusions. No need for a sermon, it's a personal thing.

Good design isn't for everyone, but I believe the world is a better place for it. Amen!