Uh oh! Your designer just sent you some work to look at and you don’t like it. How do you give constructive ‘negative’ feedback to your designer? Giving design feedback can be tough to do sometimes but I’ve always thought of it like ‘publicity’; Whether it’s good or bad, ALL feedback is good. Feedback from a client is one of the most important parts of the design process. It’s what designers need in order to continue progressing a project and learning what you do and don’t like. It is essential to communicate with your designer.
I have been on the receiving end of some great, even harsh, feedback that opened my eyes and pushed my work into new directions. The only way to give “bad” feedback is to not give any at all. The worst feedback I ever received was “I don’t like it.” That was it. Those four words. It wasn’t the worst because they didn’t like the work I had done for them, it was the worst because they didn’t say why/what they didn’t like. What didn’t they like about it? Was it the color? Was it the font? The placement? What?? What direction do I go from here?
I have also had a client who was a friend lie to me because they were afraid to hurt my feelings. I created a logo for them and they told me they were delighted with all the work I had done. They were ecstatic, in fact. “We absolutely love everything! You did great!” they said. Then they didn’t use the logo and then they hired an entirely different designer. That hurt most of all.
As a designer, feedback is how I check in with my client. To hear your opinion so my design can align with your vision. I want to make sure we’re both on the same page and that I’m heading in the right direction. I’m a designer, not a magician. I wish I could just tap on the keyboard, make a few clicks, and out comes the perfect website or logo. In order to get a final product my clients are happy with, collaboration is a necessity.
I have come up with some tips on giving great feedback to your designer. Whether you communicate over the phone, via email, or in person, these will help your designer understand your vision and deliver the design you will be 100% happy with.
1. Be specific
The more specific you are, the harder it is to misinterpret you. The more information we have, the better. Tell us exactly what you’re envisioning.
A phrase like “We want it to ‘pop’” is not great. What your designer may think “pop” means may be different than what your “pop” means. Is it the color? The boldness? The geometry?
Usually, when we take on a new project we send out a questionnaire asking for details on how you want your brand or website to look. We ask anyone who fills this out to be as specific as possible.
2. Give Us Examples
We get that you’re not a designer and expressing to us exactly what you want can be difficult. That’s why we love examples. Tell us what brands/sites you love and who inspires you? Even on the negative side, tell us what brands you hate and who you want to avoid looking like.
We love hearing phrases like “I love the look of…” or “The colors of…are close to what we’re envisioning.” It makes it so much easier to get an idea of what you want. We love seeing what you’re inspired by.
3. Ask Questions
Want to know if something is possible with your design? Don’t be afraid to ask us. We will not be afraid to tell you what we are and are not capable of doing. There are no stupid questions, and again, this gives us another chance to get a better idea of what you want.
Even if you just have a general idea of what you want but you’re not sure how to word it, ask for help. Designers are usually willing to work with you to discover what you are truly wanting in a design.
4. Don’t be afraid of hurting our feelings.
As long as you’re respectful with your feedback, designers will not be offended if you don’t like their work. Don’t be afraid to tell us if you don’t like the colors, the font, the size, etc. In fact, this is helpful for us. This is how we learn. But again, be specific. Don’t just say “I don’t like it.” That’s not helpful. Feedback like “I don’t like the boldness of that font” or “That blue color is too dark” are a lot more constructive.
Yes, designers are artists and we tend to be sensitive about our art, BUT when we are creating a piece of art for you and your business, we ultimately want you to be happy and satisfied. When our clients are happy, we’re happy.
In conclusion
Tell us everything you’re envisioning about your design and be honest when receiving work you don’t like. As designers, we want to produce something that we are proud of and we can only really do that when our clients are happy with the work we create for them. So remember: communicate, when in doubt ask, and keep it respectful. Fear not, we really really need that feedback.
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