2/2 Receiving Design Feedback
How to navigate the minefield of constructive criticism.
Have you ever rolled your eyes at an email asking you to “make the design pop”?
Do you look at Mark and Paddy’s posters and chuckle (bitterly) as you remember getting that exact response from a client?
Or maybe you just don’t like being critiqued?
There’s no denying designers are passionate people. And if you’ve poured your heart and soul into a project, it can be easy to feel criticised and frustrated as the comments come in. Whatever the reason, lots of designers dislike the feedback process.
But remember, giving design feedback is no easy task either — it takes practice and guidance. This isn’t a one-sided problem. Asking for and receiving feedback is also a skill.
Here are my eight simple guidelines to help you gather supportive, constructive comments from your clients and peers.
8. Make sure you’re speaking to the right people
From the start of the project, make sure you’re clear on who your client is and who has the power to approve your designs. If you’re working with a big team there are likely to be lots of people with opinions — make sure you identify the ones that matter.
7. Set the scene
Where possible, present your designs in person. If that’s not an option, try to avoid blindly sending a link without any background. Make sure you break down your thoughts;
- What were you trying to achieve?
- Are there any overarching themes that need to be explained?
- Did you purposefully go against the brief in any areas?
In most programs you can even add annotations directly to your designs to justify a decision or explain where a button links to.
6. It’s all about timing
Book feedback into your plan at the start of a project and give plenty of notice when a review is coming up. Unexpected requests for feedback, with a short turnaround time, lead to flustered clients and rushed, superficial comments.
5. Keep it organised
There is nothing more frustrating than waiting a week for feedback, finally receiving the notes, and then realising they’ve been reviewing the wrong page or an old version.
Make sure you’re 100% clear on which designs you’re asking a client to review.
4. Be specific
Sometimes it can be helpful to define the feedback you’re looking for. Clients don’t always know what “good feedback” is. They won’t necessarily have any design or project experience, so it’s up to you to explain what you need them to look at and review. You can help facilitate the session with specific questions;
- Does the design fit the brief?
- Is there anything missing/that you would like to see added?
- Is there anything you would take away?
If you are working without finalised copy and assets, make sure to check the client will be able to source these to fit the layout you have designed.
3. Be aware of your attitude
Feedback is how you improve your work and get to the best possible end product, but we’re all human and can’t help getting emotionally attached to our work occasionally. Try to remember that you’re all working towards the same end goal and the feedback is on your work, not you.
Keep an open mind and welcome the input. As Bill said;
“We all need people who will give us feedback. That’s how we improve.”
2. It’s OK to Say No
Whilst your client may know their business and audience best, you know design. Your client has chosen to work with you because you’re the expert. So, whilst they may not like a colour you’ve chosen, if you explain that it converts better, they should listen. Just try to backup your decisions with facts and figures.
1. Think about the why
For my final point; a reminder to think about why you’re seeking feedback. If it’s to improve your work, great. If it’s to get praise, go and talk to your mum :)
Remember, set the scene, stay organised, and try to keep a smile on your face.
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