Let’s talk about feedback

Critique is really just your critical thinking skills. People often struggle giving feedback to designers because they’re worried they’ll hurt someone’s feelings. And for the creator, it can feel like a vulnerable, tough process. But when done correctly, critique should feel natural. 

Good designers know how to receive feedback without it feeling like a personal attack. And the best clients know how to give critique because a lot of thought has gone into it. They’re able to overcome the challenge of leading with a subjective opinion. It’s collaboration at its finest. 

Ultimately, it’s about the work. Everyone has their own unique vision and opinions that may or may not be relevant to the project. But you can focus those voices so that critique becomes a simple process with one word: why. 

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Designers should be working off a solid foundation that was built by working with the client. This can be a formal strategy brief or a simple brand guide and a conversation. 

This is key to building trust and setting expectations between the client and designer. It allows the client to have their voice heard from the start, not react to what the designer has done. It also provides the designer with direction and room to interpret creatively. 

So the first time the client sees the project, what was discussed, should be reflected. They should be delighted, not surprised. 

If and when critique is needed, the word, why, should be central to any discussion. Ask yourself:

• Why is this color palette not working? 

• Why is the layout not feeling right? 

• Why is this missing the mark? 

The audience should be top of mind when asking yourself this question. It’s not about the designer, or what you may prefer. If the color palette isn’t working for you, would it resonate with your intended audience? 

It’s easy to forget about placing yourself in your audience’s shoes. An easy way to get around this is to ask, don’t direct. Ask the designer why they chose the color palette, or why they chose a specific photograph. Chances are, there’s a very good reason that you may not be seeing. 

At the end of the day, to avoid the dreaded process of “a lot of back and forth,” it’s the designer’s job to remind the client of this simple word if they aren’t getting the feedback they need. So to get to the heart of the issue, always ask…why.