Stop the Confusion: What Your Client Really Means by “Just a Few Changes”

If you’ve ever had a client ask for “just a couple different variations” of something, you’ve probably answered back, “Sure!” — only to pause for a moment and think to yourself:

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Wait, did they mean completely different ideas or just options based on the same idea?

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We’ve all been there. And that moment of hesitation usually comes down to a simple (but very important) distinction: the difference between concepts and options — and where other terms like versions or variations might blur the lines.

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The distinction between them might seem obvious at first glance but actually causes a lot of creative confusion and wasted time when requests aren’t defined upfront. 

So, if you’re tired of playing guessing games throughout your collaboration process, this blog has what you need. We’re breaking down the difference between concepts, options, revisions, and variations— what they are, when to use them, and how to figure out what your client is actually asking for.

Let’s get started!

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What is a Concept?

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Think of a concept as the “big idea” — the creative foundation that guides everything else.

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It’s typically the starting point of the creative process; an original creative direction you propose to your clients before anything is locked in. At the concept stage, your goal isn’t to get every detail just right yet. It’s to explore different directions and propose unique solutions that set the tone for what comes next.

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Each different concept might tell the same story, but in a totally different way.

Depending on the project, a concept can also take many different forms. It might be very exploratory — like a moodboard to get the vibe of a branding project, a storyboard for an animation, or a rough outline for a blog post. It can also be more defined or built out, like a T-shirt mockup where you’re testing out different colors, font styles, and illustration styles on the front of the shirt. Either way, concepts are tools for creative exploration and early alignment with your client’s vision.

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In a nutshell, concepts are:

• Unique
• Contrasting
• Distinctly different

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And during the concepting stage, you’re aiming to do the following:

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• Offer different creative or strategic directions
• Explore a variety of different ideas to see what your client likes
• Play with tone, fonts, layout, color, illustration style, and messaging
• Start a conversation that helps you align with your client before diving into the details

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Example: Same Prompt, Different Concepts

Let’s say your client asks you to design a retro 80s-themed T-shirt.

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Instead of jumping straight into one design, you’d probably want to get the feel for what the client wants by presenting totally different concepts like the three below:

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Each one of these three concepts hits that 80s retro vibe, but in its own unique way. They might share a few similarities, but they are still distinct concepts.

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Concepts are meant to show the creative possibilities that can be taken from a single prompt and help a client choose which creative direction feels right BEFORE you move into full execution mode. This way you and your client can align on the creative direction before going all-in on production.

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Wait, What About Versions, Options, and Variations?

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Now, here’s where things can get really confusing — because people often throw around terms like options, versions, and variations interchangeably when they’re talking about concepts. 

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They might seem similar, but when we’re talking about presenting a range of ideas to a client, they actually mean very different things.

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To clear things up, let’s break it down:

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Concept

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As mentioned above, a concept is a big-picture idea or creative direction. Concepts are distinct from each other and each concept approaches the brief your client provided in a unique way.

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Example: A retro T-shirt design using random shapes and "Stay Rad," another using a Tron-like grid pattern that says, "Retro," and another using a boombox as the main image that says "80s Vibes."

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Option

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An option is a different take within a single concept. It might play around with layout, or tone, or style, but it doesn’t shift the core idea.

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Example: Three different options for the same boombox T-shirt concept.

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Variation

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A variation means a small, surface-level tweak to an option or concept — like changing colors, shifting the logo placement, or swapping out images. Something very simple that can showcase different approaches to one option.

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These are often shared with the client to let them pick between minor changes before any revisions begin.

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Example: Three versions of the same boombox concept, each with changes in color palette and style to the boombox and font — allowing the client to choose between variations in tone and visual emphasis.

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Version

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Version is a term that gets tossed around a lot. It usually means either an option or a variation, depending on who’s saying it… and that’s where the confusion starts.

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The only way to know for sure? 

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Ask These Questions to Clear Things Up

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Yep. Just ask.

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Anytime someone mentions versions or options or variations, always take a second to ask for clarification.

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Here are some questions you can use:

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• “Would you like to see a few different directions (concepts), or are we refining the one you liked (revisions)?”
• “Are you looking for completely different ideas than this one, or slight variations on it?”
• “Are there any elements you definitely want to keep? Or anything you definitely want to change?”
• “Can you tell me what you like or dislike about the typography / color / imagery / layout?” Breaking your feedback into sections helps you spot whether you’re dealing with a simple revision … or if it’s time to head back to the drawing board with a brand-new concept.
  
  

These are simple questions that can save you hours of miscommunication and wasted time— and keep expectations aligned on both sides.

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What is a Revision?

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Once you’ve presented your concepts, options, and variations to your client and they’ve responded with feedback —you officially enter the revision phase.

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A revision is an adjustment of a specific idea or concept after receiving feedback from a client (or a Creative Director or fellow creative), to improve and refine the asset you’re working on. Revisions can vary in size. 

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Some are small, like changing a CTA’s color or adjusting text placement. Others might be more in-depth requests like creating alternate options or reworking an element while still staying within a chosen concept.

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Some projects just take one or two rounds of revisions to get it just right; others take many more. It all just depends on the complexity of the project and the feedback you receive. 

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But no matter how many rounds of revisions it takes, a revision can only happen after a concept, design, option, or draft has been reviewed and feedback has been given. 

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Revisions help you:

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• Strengthen visual hierarchy
• Adjust things like color, copy, font, layout, or messaging
• Respond to client input or strategic changes
• Keep the project moving without starting over

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Here are a few common revision examples you might run into working on real projects:

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• A client likes the layout of your landing page but asks you to make the headline larger and add a different-colored CTA button.
• You’re designing a logo, and the client asks to see it in a different font—same concept, new typography.
• Your Creative Director reviews a social ad and asks for a stronger visual hierarchy and less text.
• The marketing team loves the motion graphics direction but wants to speed up the animation and adjust the colors to better match the brand palette.
• You’re writing ad copy, and the client likes the message but asks you to tone down the language to better match their brand voice.

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Think of revisions as fine-tuning. You’ve already chosen the direction, now you’re just making it its best version of itself.

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Example: Revising a Chosen Concept

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Let’s go back to that 80s-themed T-shirt project.

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Let’s say your client picks the boombox image from the 3 concepts presented earlier.

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They’ll then come back with feedback. Maybe they love the direction, but not the colors. Or maybe they want to make it feel a little bolder and more on-brand. 

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So, if a client loved the original boombox image (pictured below on the left) but asked you to make the text more visually interesting, you might make a revision like the one you see below:

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The revisions are changing the core idea—they’re just making the chosen concept better in line with the client’s goals by applying the feedback given.

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Revisions vs. New Asks

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One final thing to keep in mind: not everything is a revision.

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A revision is a change made to an existing concept or asset based on feedback. Meaning that it builds on the original creative direction. As mentioned earlier, some revisions are small (like changing font color), and some are larger (like asking for more options around a concept they liked).

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But, sometimes, what a client calls a revision is actually a new ask in disguise.

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How do you tell the difference?

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If the change sticks to the same concept and just improves or adjusts it — like changing the color of a button or resizing text — that’s a revision.

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If the request shifts the direction entirely, i.e., introduces a new format or adds on a different deliverable (like adding a new slide deck or a set of graphics for social media)? That’s a new ask, and it should be treated as additional work.

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Concepts, Revisions, and Everything in Between: A Quick Guide

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When in doubt, keep this comparison in mind:

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• Concepts — Distinct idea that tells a story in its own unique, creative way.
• Options — Different takes within the same concept
• Variations — Small, surface-level changes from an option, like color, logo placement, or font tweaks
• Versions — A vague term that usually means an option or a variation. Ask for clarification when this pops up.
• Revisions — Refines a chosen concept based on feedback to improve clarity or alignment.
• New Ask — A request that introduces a new direction, format, or deliverable — not a revision and should be scoped accordingly

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Final Thoughts

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At the end of the day, understanding the difference between concepts and revisions (and versions and options) isn’t just about semantics, it’s about working smarter!

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Clear communication leads to better teamwork, few revisions, and, ultimately, happier clients and Creatives.

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So, the next time someone asks you for “a few versions,” you’ll know exactly what to ask —and exactly how to deliver!

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Got your own tips for handling feedback or creative requests? Let us know; we’d love to hear how you keep things clear in your process!

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And if you’re looking for a place to work on “a few different versions” of your own, why not join the Designity community? 

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Designity gives you a place to work with top-tier Creatives and Creative Directors across a huge variety of specialties, including design, copywriting, UX/UI, video, and more. So, if you’re ready to join a community that “gets it” and earn more doing what you love, then check out our one-of-a-kind application and let's see where Designity can take you!

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Are you ready to jumpstart your creative career?