Human Error, and Design Error; and as designers, it's important that it is always the former.
The world of design has many opportunities for misteps and to fail, which is why it's critical that we are always covering our own backs in regards to the outcomes we produce and the methods we take to come to them.
Having an engaging relation with the client not only keeps the project focused on what the client actually wants, but giving the client a personal stake in the design aspect of a project will lessen the chance a client outright rejects a design.
An open dialogue with your Client will also ensure that any questions that aren't answered by the brief can be asked, and there will be many.
Where a product sits in the market, it's audience and use as a product and how highly it ranks amongst it's competetors, as well the product's immediate competition are both vital questions to ask when developing for a brief. The outcomes for a Bently Promotional Campaign are going to be radically different from an Alfa Romeo Campaign.
Research, such as how feasible a product is to create, or any negative impact a product may have by entering a market are also vital to consider, otherwise you a product may spend too long in development due to cost or restrictions, or backlash in the media for being insensitive.
Ultimately, these questions will prevent a product or design from failing, and it's important to raise any issues that may arise during production as highlighting potential problems early in development could save massive amounts of time and, more importantly, money down the line.
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