First, let’s talk about tattoos – the beautiful, and in many ways, irrevocable, markers that we elect to adorn ourselves with. In fact, tattoos can be thought of as more enduring than marriage; statistically speaking, they are certainly longer-lasting. And, unlike mortgages, they are also more visually evident.
Due to the durable nature of tattoos (and I mean, literally, durable in terms of being “permanent,” i.e., the skin), the relationship between the artist working the needle, and the client whose skin is being worked is profoundly important. I’d even go so far as to say that this relationship is sacrosanct – akin to that between a priest and a sinner, or doctor and patient.
If a talented tattoo artist cannot establish sufficient trust with their client, they are in essence similar to a highly-rated chef cooking for a client who believes they are being poisoned. While technically excellent at preparing food, the chef is missing a fundamental component of culinary success – connection with their clientele, trust of their client, shared understanding and mutual respect – the human factor.
Why Trust Matters
Trust is the unspoken ink that ties together every successful tattoo experience – a rather poetic statement, I admit, although I believe it is scientifically accurate. When we trust someone, our brains perform incredible feats.
The Amygdala (the small mass of neurons in the brain that recognizes and creates fear and anxiety responses), shuts off, while our Pre-Frontal Cortex (the logical and decision-making part of our brain) starts working much better. We also start producing Oxytocin, (the hormone linked to bonding). With this combination of factors, clients who trust their artists will relax, as their muscle tension will decrease, their breathing will slow, and they will be able to communicate their desires and concerns more effectively.
The relaxation caused by the physical changes in the client’s body is more than just enjoyable; it has a purpose. Tight muscles are hard to tattoo. Rapid, shallow breathing causes micro movements that can effect the line quality of the tattoo. Clients that are listened to and treated with respect are significantly more likely to follow through with post-tattoo aftercare (which is where the true healing begins), while clients that do not feel listened to or respected are significantly less likely to follow through with post-tattoo aftercare (which is when disaster usually occurs). (Please don’t touch your scabs!)
Benefits to Artists Who Establish Trust
Artists who establish trust benefit in numerous ways beyond the gratification of having successfully completed a project. Repeat business, positive referrals, and word of mouth referrals are incredibly valuable in an industry that is based solely on reputation. Trustworthiness is the ultimate form of marketing. And best of all, trustworthiness costs nothing.
Communication: The Foundation of Trust
We think we are great at communicating, but then we look around at social media and realize that we are probably not. Communication on social media doesn’t matter – in a tattoo studio, communication is required — and that starts long before you ever draw anything on someone’s body.
Active Listening During Consultation
Consultations are not merely procedural (i.e., obtaining design approval and collecting payments); they offer immense opportunities for building relationships. The artist who listens actively — in other words, the artist who listens completely and intently — achieves several objectives at once. He or she asks clarifying questions (“When you say you want it ‘medium-sized,’ can you show me with your hands?”). Then they ask additional clarification questions (“Can you show me what you mean by medium size with your hands?”). Then they reflect back what they heard ( “So I am hearing that this tattoo represents your Grandmother’s Garden and that the Roses have to be Yellow — specifically?””). He or she notes emotional cues (“There’s a catch in your voice when talking about your memorial tattoo.”).
By doing these things, the artist avoids misunderstandings about placement (“no, a little to the left… no, your left”), symbols (“that Celtic knot symbolizes something completely different in that culture”), and scale (“by the way, the term ‘sleeve’ means something different to everyone”).
Having Reasonable Expectations
In this situation, being honest is a professional duty rather than just a virtue. Various body parts are subject to varying levels of pain. This is not a metaphysical truth; it is anatomical. Skin with more nerve endings and less fat (e.g., ribcage, feet, hands) is more painful to get tattooed. The tibia (shin bone) has very little cushioning. Ow!
In addition to the physical differences, various skin tones respond differently to ink and ink-based designs. Color saturation and hue are affected by melanin. Brighter shades of color will need unique applications when using an Olive or Darker Skin Tone as opposed to a Lighter Skin Tone; some light colored designs may look almost transparent on Olive/Darker Skin Tones which can also lack enough contrast. Artists who are honest about these realities explain them to their clients in a non-judgmental manner and use techniques based on the client’s skin tone.
Honesty Regarding Time Requirements
Similarly, honesty regarding time requirements is also an absolute necessity. A detailed back-piece cannot be finished in one session unless the client has an abnormally high threshold for pain tolerance and the artist has the endurance of an ultrarunner.
Setting realistic expectations reduces the possibility of client dissatisfaction and, more significantly, the possibility that a client will make a choice they will later come to regret (e.g., rushing a piece that requires adequate time).
Occasionally — often, actually — a client’s vision will need slight adjustments. For example, the artist may need to suggest that the line must be thicker in order to maintain shape over time. The artist may inform the client that a certain color will clash with another color. The artist may tell the client that a certain detail will not age well due to its fine nature. Instead of evoking anger or frustration, an honest discussion of the reasons behind design choices and constraints builds confidence in the artist’s capabilities and provides the client with an opportunity to feel stable and secure. In other words, the difference between “I’m doing this because I know better” and “Here is how this works better and here is what we can attempt to accomplish collectively.”
Creating a Comfortable Studio Environment
A professional studio environment is, in itself, an assurance of safety prior to a single needle ever touches the client’s skin. As humans, we are incredibly perceptive creatures when we are nervous (as most people are when anticipating repeated needle pokes).
Thus, we observe everything.
Studio Hygiene and Transparency
Visible sterilization equipment and sanitizers. Clean surfaces. The odor of medical-grade disinfectants instead of the strange smell of neglect. These factors are immediately sensed by our threat assessment mechanisms — those ancient parts of our brain constantly assessing “am I safe here?”
However, tattoo artists can perform an act that demonstrates transparency regarding their sanitation protocol. “I am now opening this sealed, sterilized needle pack in front of you. Look at the indicator strip? That indicates that this needle pack was properly autoclaved.” This demonstration of transparency transforms abstract reassurances into tangible proof. The British Heart Foundation’s guidelines for infection prevention and control are primarily concerned with medicine, but are directly applicable to tattoo studios — barrier protection, disposable equipment, and proper waste management are not only good practices; they are essentials.
Respect Client Boundaries
Physical comfort is, of course, extremely important. Psychological comfort is equally important.
Prior to moving a client’s arm or leg to a new position, ask. Prior to adjusting a client’s rib or hip to check the placement of the stencil, ask. Specifically, in sensitive areas (both physically and emotionally — e.g., areas we typically keep private), always ask permission prior to adjusting or manipulating the client.
Consent is not a one-time check box. Consent is an ongoing conversation. “Is this pressure comfortable?” “Do you need a break?” “Can I adjust your shoulder?” These small requests demonstrate to the client that you recognize and acknowledge that they still retain agency over their own body. This is a radical idea.
Tone, Body Language, and Reassurance
Calmness and professionalism are contagious. Mirroring neurons — those wonderful little things — cause us to automatically mirror the emotions of those around us.
As an artist with a professional demeanor, one may project both confidence without pride and warmth without intimidation, creating an atmosphere for the client where they can relax and let go of their anxiety. A few small actions taken by the artist, i.e., providing water, suggesting taking a quick break, and providing a stress ball to be squeezed, will allow the client to know that you value their experience over the transactional aspects of working with you.
Pain, Anxiety, and Post-Session Care
Let’s face it, pain is generally anticipated when one agrees to allow thousands of needle pokes. However, anxiety is the multiplier that makes pain exponentially worse. According to neuroscience, anticipation of anxiety reduces our pain threshold. The expectation of pain increases the perception of pain. How wonderful is the brain? And occasionally how infuriating?
Methods for Relieving Discomfort
Effective communication during the session matters. “We are about half-way through this segment.” “The toughest part is behind you.” “You are doing great.” These statements serve as cognitive anchors that assist clients in contextualizing and coping with discomfort.
Pacing is also important. Regular breaks (“Would you like to take a five minute break”) can prevent the moment of crisis when a client has been suffering in silence, pride preventing them from expressing their distress, and they become lightheaded. Music helps some people; conversation helps others. Many people find silent concentration helpful. Ask what the client finds helpful.
The Gate Control Theory of Pain
The Gate Control Theory of Pain was initially proposed by Melzack & Wall in 1965. The theory states that closing the gates to pain will inhibit the transmission of painful stimulation to the brain. The reason rubbing your knee after you bump it feels less painful than if you left your knee alone is because of this gate control theory. Similarly, the theory explains how talking or conversing with someone while being tattooed can reduce one’s subjective feeling of pain.
Guiding Clients Through Recovery
Recovery is the final hurdle that many otherwise successful tattoos fail to overcome: aftercare neglect. The healing process is the most critical period. The skin is, essentially, an open wound. Plasma is seeping from the skin. The immune system is fighting off potential infections. Damaged tissue is being rebuilt. All of these processes are incredibly complex biological processes that deserve our respect and support.
Provide written aftercare instruction — don’t give clients generic instructions such as “keep it clean” — but rather, provide detailed instructions on how they should take care of their new tattoos.
For example:
Wash the tattoo gently with fragrance-free soap twice a day.
Do not rub the tattoo dry with a towel. Instead, use a towel to pat the tattoo dry.
Apply a thin layer of vegan tattoo butter or fragrance free lotion to the tattoo 3 times daily for 2 weeks.
Avoid swimming, direct sunlight and tight clothing.
And, provide an explanation for each step to educate the client about the biology behind the healing process and why certain steps are necessary. The more the client understands about the biology of the healing process (for example, why fragrances irritate healing skin, why excess moisture creates an ideal environment for bacteria to grow, and how UV radiation causes fading of ink), the better the client will be able to recall and follow aftercare instructions.
Post-Procedure Communication and Follow Up Touch-Ups
Sending a simple message to the client about a week after procedure (“How is the healing process going?”), serves multiple purposes. The message provides the opportunity to identify if there are any signs of infection at an early stage in the healing process. It reinforces to the customer that you are concerned with the final product, and not just the payment made by the customer to receive the service. The message is most important as it creates a long-lasting positive image of your attention to detail, something the customer will most likely think of long after the tattoo has healed. A client tends to remember how he or she was treated during the time the service was being performed and if he or she was treated with value.
Providing complimentary touchups on any issues that may arise from the healing process also reflects on the level of professionalism of an artist. Some times, the skin can absorb some of the ink unevenly and at other times the skin will not heal properly. When an artist provides complimentary touchups for this type of issue, it gives the client the perception that the artist cares and wants to give the client the best possible outcome no matter what the situation is.
