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In the video, design legend Paula Scher discusses how to align with clients' interests during the design process. She emphasizes the importance of initial conversations with clients to uncover their needs, even when they struggle to articulate them. A key strategy she employs at Pentagram involves using a book of approximately 500 trademarks they've created. She provides each client with the book and asks them to use sticky notes to mark their preferences—indicating favorites and dislikes with different colors. This method helps her understand their tastes better, whether they lean towards modernism or prefer more decorative styles, which is crucial for effective design alignment.
