I guess we've all been there... What I came to realize is that clients have mainly 2 reasons for this "never ending story":
- They simply can't make up their minds (design wise or about the image itself)
- They don't fully understand that modifications take time (your time) and time is money (your money).
How to solve this? Well, I started to include the number of revisions in the contract, as well as the reasons for the changes.
For example, if the client wants me to correct something that I did wrong, I will never charge (my obligation is to deliver everything perfect, right?). Now, if they are changing the design because they saw it and realize it was not good, I will charge extra, by the hour. Then, you'll see that they will be much more careful with their comments. 😉