The Importance of Feedback
- jennmontgomery28
- Mar 7
- 5 min read
Why Communication is Critical to the Design Process
If you’ve ever settled for “good enough” when it came to something that someone created for you, there’s a good chance that a little bit of constructive feedback could have made it great. While it seems like common knowledge that feedback is a critical component to working with someone on a collaborative project, that’s not always the case, and therefore the importance of feedback deserves to be talked about!
What is Good and Bad Feedback?
Just like the saying, “there’s no such thing as a dumb question,” in the design world, there’s (usually) no such thing as bad feedback (unless you’re just being rude). Design is incredibly subjective - what I like as a designer is not what everyone likes, and vice versa.
Most times, when I send an initial review email, I’ll say something to the extent of, “I need all the feedback you can give me, good, bad, or otherwise.” And that’s true! Your preferences as the client help to shape the final outcome, and they’re critical to getting beyond “good enough.”
It really comes down to giving me (as the designer) or whomever you’re working with some helpful direction so that they can produce a revised version of what they’re working on.
Bad (Unhelpful) Feedback:
Can you make it pop?
I don’t like it. (with no further explanation)
Try something different, I’ll know it when I see it.
Good (Helpful) Feedback:
I don’t like ____, it’s [the wrong color, the wrong font, not big enough, etc.].
I love how _____ looks, because it _____.
I prefer this ___ over that ___, can we switch them?
What if I Don't Know What I Like/Don't Like?
In the scenario of unhelpful feedback, there’s literally nothing I can do with those kinds of revisions. They’re not actionable - they don’t give me any insight into what you’re actually looking for. When I receive responses like that, it usually opens the door to a bigger conversation.
For example, if you say you don’t like the font, I might ask questions like:
What about the font don’t you like? (Open-ended question)
Do you like that it has tails? (It’s a serif font)
Do you like the color?
Is it too big or too small?
Do you like what it says?
What if it was [pointier, rounder, wider, skinnier, etc.]?
With a conversation like that, I’ll also usually pull up examples of alternative approaches, and a lot of times a client will have an epiphany - it will help them see something specific that’s bothering them. Then, in the future, they are more likely to have actionable feedback to give, because they’ve been guided to look a little deeper beyond “it’s just not right.”
A Real World Example
Recently, I worked with a client who had a logo designed by someone off of a freelance website who either wasn’t willing to dig in and get it right, or didn’t know how to ask the right questions. She ended up with a logo that she didn’t love, but she didn’t know why she didn’t love it, and then we connected. As she described the current situation to me and explained that she needed something functional that she actually liked, I started asking questions. I ended up telling her my observations, and that in my opinion, the design seemed disproportionate and ungrounded. Immediately, she knew that was what she wasn’t able to articulate. Since then, we’ve been able to combat that problem directly and we’re very close to a logo she loves.
What Feedback Looks Like in the Design Process
So where are the opportunities for feedback when we collaborate on design? Basically, throughout the entire process.
In our initial Idea to Execution Call, we’ll chat through, in detail, what you’re looking for in your project. During this process, we might look at examples of other projects that are within a similar scope, and there’s an opportunity for your feedback here.
As the project goes on and you receive drafts, each one opens the door to feedback.
At the end of the project during finalization, if there’s something that’s just not sitting right for you - you have to provide that feedback.
If somewhere along the way, we end up with a draft that you just don’t like anything about - that has likely happened for one of two reasons. Either you changed your mind about what you wanted, or your idea/needs weren’t communicated properly in the first place. Both scenarios happen, and we can get to an amicable solution either way… as long as, you guessed it, you give me that feedback!
"But I didn't Want to Hurt Your Feelings"
Yes, I’ve actually heard this before.
Let me tell you - I’m proud of the work I do. I love making a difference for my clients and producing work that they’re excited to show off.
But I’m not so proud or so deeply connected to the process that you’re going to hurt my feelings by saying you don’t like it.
Ultimately, you are the one that has to use the thing. The one that has to show it off. The one that it’s representing. And if it’s not right for YOU, then it’s just. not. right. That’s all there is to it.
Caveat: Now, if you tell me that you don’t like something, but it actually really fits in with what the goals for the piece are, I’m going to tell you as much. I’m not just going to say, “yep okay, let’s change it.” There’s a lot of thought that goes into figuring out the right solution, and as a collaborator, it’s important that I share those details with you so that you can make an informed decision. If you decide that it’s still not right after having a bigger picture understanding, then we can make all the tweaks you want.
How Feedback Shapes The Future
A lot of clients that I work with don’t just stop at one project - we collaborate repeatedly. That first project is always the roughest.
During the first project, we’re not only getting to know each other, I’m getting to know what you like, how you communicate, what your style is, the nuances of what you don’t like, and I’ll develop a better understanding of your brand. What that means is that future projects are going to go more smoothly, and with less need for in-depth feedback because of everything I’ve already learned.
So the next time we work together, or the next time you work with someone who’s building something for you, don’t be afraid to give them (helpful) feedback so that you love the end result!
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