When to say no?
Out of context: Reply #14
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Make it for them, but let them know you'd advise a different direction.
If they keep they're own horrible idea, put them as a client in your portfolio and show the mock-ups that really show yourself off. Put the money in your pocket and be happy. Buy some of the horribly packaged product and turn your closet into the "Cupboard of clients with bad taste" and slowly build it up with trinkets of things you've had to do but didn't want to. Then when a really shitty client comes along, go to the cupboard and just be glad it's not "that fucking shampoo!".
I'd recommend you be sincere, but clearly state you'd advise something else, as otherwise they may come back to you after insisting you do the crappy one and say "Hey, you're the designer, why didn't you say it looked like shit".