It would be nice to have full freedom, time, and money to create our projects but that is not the case. So these are some of the things that have to be hashed out in advanced. Aside from your own benefit of knowing all the requirements, sometimes the clients have unrealistic expectations and need to know how long and how much what they are asking you to create will actually take. Some material can have a quicker turn around if there is already a template and approved graphic style in place, where as the more in depth and intricate they want it may take longer and cost more. (Clark & Lyons, 2011, p. 38)