The three questions matter. A cake for a quiet ten-year-old who loves origami is a different cake than one for the same age who plays football every evening. We design for the person, not the demographic.
We send our directions as quick sketches or reference photos with a description: 'Direction 1 — soft buttercream tier with hand-piped daisies, vanilla bean inside, suits the garden party feel. Direction 2 — semi-naked sponge with fresh peaches on top, lighter and less formal.' You reply with what feels closest and what to change.
Usually two iterations are enough. By the third message we have a design we both like. We then quote on the locked design — not before. You will not get pressured into paying for a cake you have not seen the shape of.
Once the design is locked and the deposit is in, we do not change it. Small adjustments (lettering, fresh flower colour, eggless conversion) yes. New direction, no — that resets the design process.