As we are working with demanding customers, will feeling the need to be more precise, confident and eloquent to justify our creative decisions, otherwise we run the risk of not achieving the complacency and acceptance of our proposal. As professionals (or in the process of being) we cannot allow that everytime we present a design advances, we can not hold or justify our creative approach, firstly because this would be at the mercy of a possible avalanche of changes, which, in turn, double the workload, making less profitable project, secondly because we can go cementing unconsciously a self-esteem low profile professionaldevoid of character and safety. Defend our creative decisions is not just a matter of personality or character, but also the security of having done a responsible job, which we take into account the greater number of considerations and relevant guidelines. RESPONSIBILITY and professional ELOCUENCIAMuchos sin of simplicity in our presentations and hope design sold by himself, without explanations or more, that is a luxury that increasingly we can give us, as a way to pre-empt the conatuses of modifications is, justify the technical and conceptual basis of our creative work, exposing the reasons more beyond the graphic approach that led us to make the design decisions. One of the obligations of becoming creative professionals is to not let loose in our creative decisions ends, being the reason that motivates me to present you 5 keys to substantiate your creative work and achieve customer satisfaction: make sure you know priority having not understood at all design intent priority the design intent, usually causes that we let certain gaps of composition, or visual communication. We must pay special attention to understand the main purpose of design, as well as the environment that applies. Constructs a brief composition with the security of knowing the purpose of the main design, what follows is identify and prioritize the elements and messages that lead us to achieve that purpose, building a brief of composition (scheme of location and prominence of each communication element of design) that we can show to the client before you begin designing, this really can save hours of work having an approved schematic composition.