How to give and receive creative feedback

Feedback is a natural part of the creative process when working with clients and teams of individuals collaborating.

Whether you are a creative professional or a client, giving and receiving feedback is often part of the job at some point.

We work together to ensure that the final product aligns with the vision and meets the necessary standards. While we may have been on both sides of the equation, great feedback can make the overall experience enjoyable for everyone.

Here are some talking points for facilitating productive input:

Giving feedback

Establish a high-level perspective at first and focus on the details from there.

1. Be specific and constructive
   • Provide specific details about what works well and what needs improvement.
   • Frame criticism in a constructive manner, offering solutions or alternative suggestions.
2. Consider the objectives
   • Refer back to the initial design objectives and project goals when giving feedback.
   • Ensure that your comments align with the overall purpose and message of the design.
3. Focus on impact
   • Discuss the impact of design choices on the target audience.
   • Explain how certain elements contribute or detract from the overall user experience.
4. Highlight positive aspects
   • Begin with positive feedback to create a balanced and motivating atmosphere.
   • Acknowledge any successful elements to outline what is working.
5. Use clear and understandable language
   • Avoid jargon and use language that both designers and non-designers easily understand.
   • Clearly articulate your thoughts to prevent misinterpretation.

Receiving feedback

Start with an open mind and be ready to receive the good and bad to create better work.

1. Stay open-minded
   • Approach feedback with an open mind, viewing it as an opportunity for improvement.
   • Remember that feedback is about the work, not a personal attack.
2. Ask clarifying questions
   • Seek clarification on vague or ambiguous feedback to understand the issues raised fully.
   • Request examples or specifics to pinpoint areas for improvement.
3. Prioritize feedback
   • Assess the feedback and prioritize changes based on their impact on the overall design.
   • Identify critical feedback versus subjective opinions.
4. Look for patterns
   • Identify recurring themes in feedback to recognize consistent issues.
   • Use patterns to guide revisions and improvements.
5. Embrace iteration
   • Understand that the design process often involves multiple iterations.
   • Use feedback as a catalyst for refinement and continuous improvement.
6. Maintain a professional Attitude
   • Respond to feedback professionally, avoiding defensiveness.
   • Use feedback as a learning opportunity to grow.

By emphasizing clear communication, a positive mindset and a focus on improvement, creatives can create a feedback loop that enhances collaboration and results in more vital, effective work.

Fewer cooks in the kitchen

When it comes to style, taste is somewhat subjective. Yet with core principles, especially in design, we can utilize timeless fundamentals, such as combining elements, typography, colour, pattern, relevancy, cultural references, etc.

The more stakeholders involved, typically the longer the process takes. Say you have a management team, partners, or a board of directors that needs to sign off. That can take time.

Delegating the “final say” to one individual may fast-track the feedback loop. In a perfect world, this is ideal, but it’s understood not always an option. Getting everyone 100% of the way may not always be possible or realistic.

Make room for compromise and realize that not all input is necessary depending on context.

Facilitating feedback

What is the best way to get feedback?

Today, we have many tools—email, conference calls, numerous apps, phone calls, in-person, etc.

Streamlining communication into a proven system helps make the process go smoother. For example, getting input on a website can be difficult if you verbally exchange notes live. Waiting on input can take a week or more, depending on how fast the people you work with move.

Asynchronous communication helps because we can’t always meet in person or realistically schedule a meeting for every step.

Use tools that help expedite your process. If a picture is worth a thousand words, what is a video worth? Thanks to the internet, from project management systems to commenting tools, we have many products that solve this problem.

Embrace technology! It enhances and complements the way we can work more efficiently.

Also, acknowledge that everyone is different and comes from a varying comfort level of handling these things. Accommodate accordingly.

It’s a two-way street

As part of our job as creative leaders, we must communicate well with anybody we work with, whether internal teams, freelancers, contractors, other collaborators, the client, or others.

The better we clarify the task and get on the same page, the sooner we can arrive at a result that is true to its potential and realize a vision.

In the end, we only know what we know. By being open to another perspective, we may learn something new, learn more about ourselves and consider a different way of looking at the same problem together.