[jplayer01]

Maybe. Doesn't change the position he's in though. Let's say he is incapable of comprehending style. What do you suggest he's supposed to do now?

I see all this criticism here and I don't see any real solutions that would, on a realistic, concrete level, help him in any way improve his business.

[pasabagi]

I don't really see the problem. If you're not a visual person, and you don't want to be, you shouldn't make visual decisions. He's already hiring freelancers, so he obviously gets this point. The problem is, he should just give a freelancer a broader brief. Like, 'pick all the colours the game will use'. Or even, 'do the art'. I don't see what the difference is between hiring a freelancer to do direction, and hiring somebody to do a couple of sprites.

[svrtknst]

Direction is usually a continuous process. Freelancers, as he states, are rarely continuous as they move on to other project etc.

[pasabagi]

It's common in the advertising world for a company to be paid to produce a design document, that specifies stuff like writing style, colours, photograph guidelines, and so on. The idea is to create a guide for making media that fits the brand. Doesn't need to be complicated - from what I saw of his games, it would be a night-and-day improvement if he just had a decent palette.

[Beltiras]

I think everyone is missing the point. This was not a call for help. It was an explanation of why things are the way they are and why they will not change. Guy's found a way to make a living with the skillset he has and I say power to him.