Ask How do you navigate feedback that is mostly based on personal taste rather than project goals?

[Brendan]

It is quite annoying when a client wants to change a design just because they do not like a certain color. Usually, that color was chosen because it works best for the target audience and the project goals. When a client focuses on their own feelings instead of what the business needs, the whole project can suffer. How do you explain to a client that their personal preference might actually hurt their results? I really want to know how you handle these difficult conversations.