I know how to follow flyer and poster design tutorials to learn new design effects, and I know how to sketch a layout. But when I’m working on a comp for a client, I often struggle with creating a design style that is relevant to what the client is looking for. So I feel that my biggest problem is not knowing how to create a design style that aesthetically communicates the style "the client" is looking for.
How do you decide which design effects and design elements to use when working on an ad design? Or do you freestyle your design and hope that the client likes it (Like I’ve been doing)?