Good feedback is an essential piece of excellent design.
With your valuable feedback and insight, we’ll continue to revise and refine the design until you’re happy because that’s the ultimate goal.
Throughout this process keep in mind that my goal is the same as yours: the success of your business.
It’s okay to be critical
You are welcome to be as critical as you like, I just ask that you back up any criticism with references to the target audience or strategic goals. Not liking something isn’t informative but your reasons why you dislike something are helpful.
Wondering what I mean about “target audience”? Simply put, this is who we’re trying to reach. Ideally, your feedback will be tied to how the piece will resonate, appeal to, or otherwise engage this audience.
For instance, you might say “because my clients are largely Asian, the use of green is associated with disgrace (giving a man a green hat indicates his wife is cheating on him) so could we use a color that is associated with something more positive?”.
A note on strategic goals in relation to feedback:
We want the piece to align with both your long-term goals and the specific goals for this piece so if doesn’t, it’s important that you share that so we can make the appropriate adjustments.
You don’t need to give me solutions
Give it to me straight
I’m not looking for solutions- I want your honest, direct feedback. Instead of saying something like “make the logo bigger”, tell me what’s bothering you about the size of the logo. Let me worry about how to fix it -it’s what I’m here for!
I’m not a mindreader
Be specific + share why
Instead of making change requests, I’d like your feedback to be specific and all about the WHY as it helps me design more effectively for you.
Share examples to make your vision clear
At all times, be as specific as possible with feedback. Feel free to share examples of styles, fonts, color palettes or layouts you’d like to refer to (and be able to verbalize what it is about those examples you like), or be able to point to specific elements you would like changed.
What good feedback looks like
Instead of “That looks weird,” say “The layout seems cluttered. Could we simplify this?”
Tell me what you DO like
In the same way, be specific about the elements of the design that you like. If there’s a part of the design that you want to see more of, be sure to point it out specifically. As much as I wish I was a mindreader, I’m not (yet!)