Imagine Designing for Someone Who Can’t Imagine: A Look into Aphantasia

Have you ever found yourself describing a beautiful vision for a client’s dream kitchen, only to be met with a blank stare or a hesitant, “I just can’t see it”? Yes, visuals make confident design decisions and here is why. For some of us, envisioning a space is like playing a movie in our heads. We can instantly see the cabinets, the tile backsplash, and the way sunlight hits the counter in the morning. But for others, this ability is simply out of reach. Welcome to the intriguing world of aphantasia—a condition that makes visualizing mental images nearly impossible.

Think of aphantasia as “mind blindness.” Imagine you’re asked to picture an apple. You might instantly see a bright, shiny red apple in your mind, clear as day. Someone with aphantasia, however, sees…nothing. It’s like trying to imagine an image on a blank screen—no colors, no shapes, no apple. It can be hard to imagine what this would be like if you’re on the opposite end of the spectrum, but it’s important to understand because it can significantly impact how your clients perceive your designs.

Take my own experience working with a couple. The husband seemed to understand everything right away—a quick nod, an enthusiastic “Yes, I like it, let’s keep going.” He could visualize what I was describing, and the process flowed smoothly. His wife, on the other hand, kept hesitating. She would say things like, “What if we change this?” or “I’m not sure I can see how that would look.” It became clear that she was struggling to form a mental picture of my design concepts. This disconnect wasn’t due to a lack of trust or unwillingness to move forward—it was simply because her brain couldn’t conjure the imagery.

Aphantasia is not uncommon; it exists on a spectrum. On one end are people who can mentally paint a vivid masterpiece, and on the other end are those whose canvas remains entirely blank. Most of us fall somewhere in between—maybe we see a fuzzy outline, or a simple black-and-white version of an object. As designers, we tend to have a more vivid imagination—after all, it’s what we do best. But our clients? They might be anywhere on that spectrum, and it’s essential to adapt our process to meet them where they are.

Scientific American has explored this concept in depth, and research even shows that different parts of the brain light up in people with aphantasia. When asked if a pine tree is darker than grass, those without mental imagery access different brain functions to come to a conclusion—they rely on memory or factual knowledge, rather than “seeing” the comparison in their mind. For designers, understanding this difference can change the way we guide clients through decisions.

So how do we bridge this gap? It’s all about repetition and affirmation. Imagine trying to solve a puzzle without seeing the picture on the box. You’d need each piece laid out clearly, with guidance on how they fit together, right? That’s how someone with aphantasia experiences design. They need repeated, clear visual affirmations—something they can point to, touch, or compare. They might need to see a backsplash option several times, combined with other elements like countertops and paint swatches, to feel confident in their decision.

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It’s also helpful to create a sequence of “yes” moments. Each small affirmation helps build the bigger picture. When I showed my hesitant client several individual elements—the countertop, the cabinet finish, the drawer pulls—and she said yes to each one, her confidence grew. Suddenly, instead of being overwhelmed by the entirety of the kitchen design, she had already committed to liking each piece. And when we put it all together, it became easier for her to say, “Yes, I love it.” The same way you might have to check if you really love a song by listening to it a few times, these clients need repeated experiences with design elements to affirm their choices.

The key takeaway? It’s not that your client is indecisive or difficult—they might just not be able to see what you see. They aren’t being stubborn or picky; they are navigating design decisions with a different set of tools. As designers, it’s our job to adapt, to provide those visuals and affirmations, and to meet our clients in their comfort zone. By using mood boards, sample combinations, and mock-ups, we can help clients feel secure and empowered in their choices—even if they can’t see the dream home in their mind’s eye.

If you’re curious about more strategies for working with different personality types of clients, be sure to check out my book, “The New Rules for Interior Design.” It’s packed with quick, practical solutions to help navigate these kinds of challenges, and it might just make your next project a little easier—for both you and your clients.

The Power of Renderings in Interior Design: Creating Ownership and Desire

Renderings are more than just a visual tool in the world of interior design. For some clients, they are the window into what could be—a way to envision a space that they cannot yet imagine. For those with aphantasia, who experience “mind blindness” and can’t visualize images in their mind, renderings become a crucial tool. But the power of renderings extends beyond those who struggle to visualize. They play a vital role in guiding clients through decision-making by leveraging human psychology. This is where concepts like loss aversion and perceived ownership come into play.

Understanding Loss Aversion in Design

Imagine you lose $20. You’d feel a sting—a small sense of loss that would likely linger. Now imagine you found $20. Sure, you’d feel a burst of happiness, but that feeling fades quickly. The pain of losing money is stronger and lasts longer than the joy of gaining the same amount. This is called loss aversion, and it’s a powerful force.

In interior design, loss aversion can be harnessed through renderings. When you show a client a rendering of their future living room, kitchen, or backyard, you’re giving them a sense of ownership over that design. The moment they see it, they start to feel like it’s theirs. And once someone feels ownership, the thought of not having it—of losing it—feels like a loss. This is where the magic of renderings lies: the client isn’t just deciding whether or not to move forward with a design; they’re deciding whether or not they’re willing to let go of something that already feels like theirs.

Perceived Ownership: Making It Feel Real Before Purchase

Years ago, I worked with a landscape architect on a small backyard project. She came back with a beautiful rendering that transformed my simple yard into something that looked like a courtyard at a boutique hotel. It was way over budget, but the moment I saw the rendering, I felt like I owned that space. The thought of settling for something less felt like a loss—even though I hadn’t spent a dime yet. We ended up increasing our budget. We weren’t thinking about how much more we were spending; instead, we were focused on the small difference between what we had budgeted and what it would take to make that dream a reality.

This is the concept of perceived ownership. Once you show someone a rendering, they begin to own that vision in their mind. They’re no longer deciding whether to spend more money—they’re trying to justify not losing what already feels like theirs.

Why Renderings Help Indecisive Clients

Many clients find it difficult to make decisions—especially in the abstract. They may have trouble visualizing how different materials, colors, or furniture pieces come together. A rendering simplifies this process by giving them a clear picture of the final outcome. It’s no longer a vague idea but a tangible vision that they can see, almost touch.

Rendering can also be a combination of 2D elevations, moodboards, and a collection of the samples.

For these clients, the rendering serves as an emotional anchor. It moves them past hesitation, showing them exactly what they’ll lose if they decide not to move forward. That feeling of potential loss is a significant motivator—often more so than the desire to gain something new.

Creating a “higher value” Perception Through Renderings

Think about how people react when they feel like they’re getting a deal. In behavioral economics, the pain of parting with money is reduced when you feel you’re getting a bargain. A rendering can help create that feeling. By presenting clients with a vision they start to own, they perceive the cost as a “small difference” compared to the value they would lose if they didn’t move forward.

This was evident during a project with a builder. We met at an association meeting and brought along our presentation boards—beautifully detailed with fabrics, wallpapers, and finishes. We set up before the meeting, and other builders started to gather around, seeing what we had created. Five builders called us afterward, eager to work with us because they felt they were missing out on something special. The presentation boards weren’t just tools—they were instruments that created perceived ownership and loss aversion, even for those just walking by.

How to Use Renderings to Improve Your Client Experience

To make the most of renderings, think about how they can help your clients feel ownership before they’ve committed. Show them their future space and talk to them about it like it already belongs to them. Encourage them to imagine themselves in the space—hosting friends, relaxing after a long day, or enjoying the features that are important to them. Once they begin to feel that connection, the decision to move forward becomes less about spending money and more about not losing what they already feel is theirs.

Leveraging tools like renderings helps align your design process with natural human tendencies, making the experience smoother for both you and your client. It’s not about pressure; it’s about allowing the client to connect emotionally with what they see and helping them realize that they deserve it. If you want more information like this check out: The New Rules for Interior Design.

Try it!

Design Appy’s renderings are powerful tools that help bridge the gap between imagination and reality for clients. They make abstract ideas tangible, create emotional connections, and drive decisions by leveraging the natural fear of loss. Whether your clients struggle with visualizing or simply have trouble deciding, renderings help them feel that the design is already theirs—making the decision to move forward an easy one.

Are you interested in learning how to use AI for interior design? Read more here.