Style Tiles are a way to talk through recommendations for solving your client’s challenges not necessarily for giving them exactly what they are looking for. There are lots of alternatives to Comic Sans and there could be a Style Tile for each.
Style Tiles are not an end-all solution to mockups but an additional tool to help guide your client and team through the design process together. Style Tiles lead up to the selection of a style that is married with User Experience decisions. I have found that mockups are still a great tool, but the necessity to create one for multiple design options or for every page is less necessary with the Style Tile process. Efficiencies free up more time to spend on the detail later on in the process.
Thanks! I have found that Style Tiles help set expectations early in the process that a web system is a journey. Mockups still have a place in the journey, but moving them farther along in the process helps your client understand the evolution of the problem being solved.
Education has been the key to success. I have found that clients are really receptive to not receiving mockups up front if they understand the efficiencies and benefits of the entire process before engagement.