In my line of work, a lot of what I do is explain the importance of empathizing with users. Yet it is surprising how little empathizing with our users (a.k.a. clients) seems to occur in the way we communicate with them. For example, one company I worked for used a black background for all their PowerPoint presentations. While this works well for presenting on large screens, if the client wants to print out the presentation (which they almost always do), it is a major drain on their ink cartridges.
How we speak to clients is another good example. David Sherwin posted a good article about this on A List Apart. It’s well worth the read.
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