So how do you keep a good relationship, give constructive feedback and get the designs you want to see? Below are the 2 most important tips (originally taken from the longer list here: 5 Steps to Giving a Designer Better Constructive Feedback), but first there’s one thing you should always start by doing:
First, get your brief right
The very first step is to ensure that the brief you gave your designer was adequate. 99% of "bad" design happens because the original brief didn't give enough direction or indeed, gave the wrong direction entirely.
Here's what needs to be in your brief:
- Aims - This is, in its simplest form, what you need doing e.g. a logo, a 5-page website, new branding guidelines, new email templates.
- Background - Give the aims some context. Why do you need this? Where is the brand at currently? What is the brand not doing so well at?
- Audience - What's the profile of your customers and consumers? Where are they, who are they and what do they like?
- Brand positioning - Where do you see your brand in relation to competitors? Is it cheaper than them? Is it more approachable than them? How do you want your brand to feel?
- Examples - Here you can provide a list of example brands or websites. You don't need to like their entire brand, it could just be a specific tone of voice or font style. You could also explain why the rest of that brand isn't right. Don't just stick to competitors either, think about industries that have nothing to do with you.
You also need to provide adequate timeframes. This will give an indication to your designer of how much time they have to experiment or whether they should play it safer and get the job done as soon as possible.
1. Don’t provide the solution
The golden rule with giving feedback on design is not to micro-manage. Usually we’re told to present our boss with the solution to a problem we face. For example, “Hey boss, I’ve accidentally sent out the wrong email campaign… but I’ve lined up another email campaign to go out apologising for the mistake”. There’s a problem but then it’s followed by solution. But, for design it tends to be the opposite - You present the problem but don’t give a solution.
For example: “I think the design at the moment is a little too masculine and might put off our female audience. Is there anything you’d recommend?”
In that example I’ve given extra context to the problem behind my concern - I’ve explained that it might be too masculine. It’s also opened up the conversation for the designer to offer a new solution - one that you might not have ever considered.
Here’s what not to do: “Make it pink.”
By giving context in the first example you’re educating your designer for other parts of the design down the line. You’re also asking your designer to make use of their creative skills, which they are specifically trained in unlike the rest of us. By telling your designer exactly what to do you’re missing out on so much value from what you’re paying them. Plus pink is so 2009, come on!
2. But don’t be vague
While you should avoid micro-managing, you should also avoid going completely in the other direction. You should avoid using phrases like:
- “It’s too bland”
- “Jazz it up”
- “It needs more feeling”
- “I don’t like it”
These phrases can be really dangerous. Despite having incredible creative skills, your designer is not a mind-reader. You’re going down a slippery slope here as your designer will keep designing until they’ve guessed “right” (which is probably several months later).
Instead try this:
“The colours might be a bit muted for who we are trying to target. Something brighter might appeal to them more.”
Summary
This isn’t about giving designers special treatment. And, neither should you feel like you have to walk on eggshells when giving feedback. Instead, it’s making sure you get the best result for your project. Having a better understanding of how to give good feedback will go a long way to ensuring that.
Just remember to provide a good brief, give context to your criticisms and ask questions. These will all help in your quest to get a better design.
*Extra bonus tip!*
One thing you can always do is simply ask your designer, “how would you like me to provide feedback for this project?”. This gives you the perfect method to feedback which will get the best result out of your design.
This post was written by Cambridge SEO & Digital Marketing Consultant, Ryan Davies.