He means when a client brings you a sketch that looks like someone vomitted on a piece of paper, and they proudly hold it up and say:
"Can you make me something like this? My nephew drew it. He took an art class at summer camp in 1985."
Worse than Nephew Art is Wife Art..."Do you like this? The Little Mrs. whipped it up in Microsoft Word."
Love....Jill
PS
Whatever font it was, OP, don't forget to dot the "i"...or did they mean to do that?