Constructive Feedback Guide for Design Clients
What is Constructive Feedback?
In its simplest terms, feedback is structured information that a
design client gives to their designer. This feedback as it applies to
design projects, could be anything under the sun, and can include
(but is not limited to):
• Logo layout
• Font choices
• Colours used
• Imagery style
• Website structure and layout
Feedback can also be used to describe all kinds of comments,
including advice, praise, and evaluation.
The main difference between standard feedback and
constructive feedback is that constructive feedback is SMAART
(you might have heard of this before! There is just an extra
A). Constructive feedback is specific, measurable, achievable,
actionable, rational and timely.
You might have used the SMART model before, but this one
has been vamped up a bit for design purposes. So, how do
you provide (or ask for) specific, measurable, achievable (and
actionable), rational and timely feedback?
S.M.A.A.R.T
feedback framework
timely
specific
measurable
achievable
actionable
rational
If there is a timeframe for feedback given by your designer, try to meet this deadline. Feedback sent when the design in question is still fresh will make for more relevant and effective feedback.
TIP
Prioritise your feedback
for your designer, it’s an
important step in the
process and one that
shouldn’t be skipped or put
to the back of the queue.
Measurable feedback means that you identify exactly what it is you will see or what you want something to do at the final design. This ensures the feedback is fair, less subjective, and clearer to implement.
Achievable feedback that
can be made possible within
the scope of the project.
E.g. feedback asking for a
booklet instead of poster
after the initial design has
been created the brief has
been set, is not achievable
feedback.
Provide information that
allows a decision to be
made or action to be taken.
Feedback that is capable of
being put into practice.
E.g. feedback such as ‘I
don’t like it’ isn’t immediately
actionable as your designer
won’t know how to move
forward.
Based on or in accordance
with reason or logic. Provide
feedback with a level head.
Approach the feedback
process as calmly and
rationally as possible. We
all want what’s best for the
project! No one is out to get
anyone.
Be specific, try to be as clear
as possible explaining what
you want or what you do
not like and back it up with
‘WHY’ you thought this.
Ambiguous, vague or
contradicting feedback will
usually not get the intended
result.
TIP
Explain in specifics (with
points to back this up) as
this will limit the chances of
misunderstanding or poor
execution.
TIP
Think about requirements
when providing for
feedback, what does this
design need, or what can be
removed.
TIP
Think about the project
scope and brief, the timeline
and whether the feedback
is achievable within that
outline.
TIP
Try to provide feedback like
directions or instructions,
a bit like baking a cake so
your designer can action
each refinement.
TIP
Practice empathy when
sending feedback. No one
is out to get anyone, so
there isn’t any need to get
emotionally charged up.
Feedback Guidelines
Feedback on what your designer has asked you to review
Provide specific instructions (e.g. ‘change text’ to ‘change text to LEARN MORE’
Give the type of feedback you’d want to receive
Ask yourself if this feedback is going to improve the design before you give it
If multiple people want to send feedback, make sure it coming as one feedback document that your whole team is happy with (and doesn’t contradict itself)
Don’t send feedback before the design is ready for review
Try not to micromanage
Don’t give cliché, vague, or overused feedback
Don’t be afraid to ask questions
Always think of your target audience
Try to be specific, and avoid subjective words
Ask your designer their professional opinion
Be kind
Make sure you send feedback in a timely manner
Use clear directions to help your feedback become actionable
Follow up your feedback with ‘WHY’
Be ready to backup and clarify your feedback
Refer to the project brief before making feedback
Collate all feedback into one email or document
Clearly list what feedback is relating to (i.e. About Page or logo font)
Use bullet points to break up your feedback
Be honest, but constructive
Trust your designer and the process
Be kind (but constructive)
An important thing to note is that while you and your designer
may be from slightly different worlds, you are both human. And
because we are all human, it’s important to practice empathy
when navigating the tricky waters of constructive feedback.
Everyone will be doing their best to see the project come to
fruition, so remember to be kind and not feel too defensive or
threatened.
When providing feedback, sometimes we can focus too much on
explaining what’s wrong and pay less attention to how we convey
that message, in how the person receiving that feedback would
interpret it and whether they would feel offended or upset by it.
This is where we can practice empathy. You can still be honest
and constructive, but sending feedback can be done in an kind
and thoughtful way.
tip 1
example
Bad: “I hate it, it’s terrible.”
Good: “It isn’t meeting the brief, but I appreciate where you are
coming from. Let’s make X bigger and remove X.”
Be specific and ensure your feedback is actionable
Ambiguous or contradicting feedback can take serious time to figure out for your designer, and may not get the result you desire. Try to say what you mean in a clear and specific way. A good way to breakdown feedback would be to think of it like you are writing a recipe for someone. Use clear instructions and bullet points can help.
tip 2
example
Avoid Bad: “Make it ‘pop’.”
Good: “Can we see emphasis on the logo. It seems to be getting
lost at the moment and is hard to see.”
Bad: “Make it better.”
Good: “The design isn’t quite hitting the brief, can we try to
emphasis point X, X X from the brief requirements?”
Bad: “This is Okay.”
Good: “It is very close but just needs a small refinement of X.
Could you try X which I think will just make it perfect.”
Bad: “I don’t know what I want, but I’ll know when I see it.”
Good: “After checking the brief again for what my brand needs, I
think the design needs to have more X, less of X, and could we try
a more X colour that would appeal to our target audience.”
Bad: “It isn’t grabbing us.”
Good: “The design just needs more of X, could we enlarge X so it
is bigger than X, and then it will be perfect!”
Bad: “The pink doesn’t sing to us.”
Good: “We do not feel the pink will appeal to our target audience.
Could we try another warm colour but more in the way of a red or
orange.”
Think about your target audience
Although this project has been kickstarted by you, your target
audience is actually the most important person in the equation.
When sending your feedback to your designer, instead of
explaining what you like and don’t like about a design, look at the
design from your audience’s point of view. Will the design appeal
to them, what would they think about the colour or fonts chosen?
Will they be able to navigate your website layout? You are the
expert on your target audience, so let your designer know if
something may or may not appeal to your audience and provide
reasons for why you think that.
tip 3
example
Bad: “I don’t like it”
Good: “The design is hard to read and we feel it may not appeal
completely to our more tech-savvy young professional audience,
is there a way to make it cleaner/less cluttered”
Bad: “I hate blue.” (but my target audience loves it)
Good: “That blue is perfect and will really appeal to my target
audience.” OR “The blue isn’t quite cool enough to appeal to our
target audience, could you try a shade in a cooler tonal range,
maybe more on the X side.”
Avoid jargon/confusing feedback
This bounces off the SMAART framework, specifically keeping it
measurable, actionable and rationable.
You may very well be super creative with your writing or known
for your quirky style, but when it comes to sending feedback it is
best to keep it very clear and understandable. Your designer also
may be skilled and talented, but at this stage their job is to take
your constructive feedback and design something from it, rather
than mindreading or needing to bust out the dictionary.
tip 5
example
Bad: “Can you make it more witty, so like it implies a kind of
intellectual awareness?”
Good: “Could we try the design with a more angular, geometric
font, and make the layout a-symmetrical so it is slightly off to the
right instead of perfectly balanced.”
Bad: “Make it more present.”
Good: “We love the style of font but it just needs to be a heavier,
thicker weight if possible.”
Avoid subjective words
Subjective - personal perspectives, feelings, or opinions entering
the decision making process.
Objective - eliminating subjective
perspectives and using a process that is purely based on hard
facts.
Using subjective words can be hard to understand as they mean
different things to everyone. For example, what ‘weird’ or ‘sexy’
means for you, may not mean the same thing for your designer.
Try to use objective words that are not open to interpretation to
describe your subjective feelings.
tip 4
example
Bad: “This looks weird.”
Good: “We love the X but feel the brand element isn’t
complimenting the rest of the design with the style used. Let’s
remove it.”
Bad: “Make it sexier.”
Good: “The design needs to be thicker in weight, with curved
edges rather than straight, and perhaps a more flowing, organic
font if possible.”
Keep it realistic and focused
You would have set a strong foundation with your designer that
was your brief (sometimes called the design or project brief)
and set a scope for the project. So with this brief in mind and the
scope set, align your feedback to the brief and ensure it is realistic
and focused.
Your designer may also ask you to feedback on a certain element
before you feedback on the design as a whole (like just one
website page, or just the colour or font choice) so keep this in
mind when sending feedback.
tip 6
example
Bad: “I want it handwritten, layered, connected and friendly.” (but
my brief was to keep it simple, modern, sophisticated and not to
intricate or busy)
Good: “I am so sorry, I think I need to go back and change my
brief as my vision wasn’t quite right. Am I able to purchase
another round for a change of scope?” OR “Although I personally
want it to be handwritten / layered / connected / friendly, I can see
this doesn’t fit my brief and won’t appeal to my target audience.
Let’s keep working to the brief as the designs you have sent are
simple/modern/sophisticated which is what I asked for and what
will appeal to my target audience.”
Bad: “I see there is Lorem Ipsum, I don’t understand it and it
doesn’t look good.”
Good: (asked to feedback in font choice) “I’ll just feedback on the
font choice, as I haven’t sent any content yet so appreciate your
use of dummy text as a placeholder for now.”
Website Design Feedback Prompts
Try to word your feedback so it is open, and back up any points with WHY it is/isn’t working, clear directions on what needs changing, positive feedback if something is correct or doesn’t need changing, and always refer back to your brief and target audience
content
layout
imagery
font
Are there any links broken/not going to
the right place?
Are the colours correct or need changing?
Any spelling or grammar mistakes?
Is there any content missing from any pages
or that needs to be removed/replaced?
Any buttons broken or that need adding or
removing from a page or section?
Is the chosen imagery correct/cohesive
with the page?
Are the filters/overlays/animations helpful
or distracting?
Are there enough/not enough images?
Are the images big/small/the right or
wrong size?
What about the imagery will appeal/not
appeal to your audience?
Are the font choices on brand?
Are the chosen fonts readable?
Is the size of each font style correct?
Do the header and subtitle styles make
sense?
What about the fonts will appeal/not
appeal to your audience?
Is there enough white space?
Does anything appear too crowded?
Are the sections in correct order?
Is the content correct on each page?
What about the layout will appeal/not
appeal to your audience?
Branding Design Feedback Prompts
Try to word your feedback so it is open, and back up any points with WHY it is/isn’t working, clear directions on what needs changing, positive feedback if something is correct or doesn’t need changing, and always refer back to your brief and target audience.
layout
symbol/illustration
colour
font
Is the layout of the design cohesive, does
anything need to be changed?
Can all elements be seen properly?
Do you think it will work at a smaller/
larger scale?
Are you happy with the main, secondary,
alternate options in their current order?
What about the layout will appeal/not
appeal to your audience?
Is the colour palette working with the rest
of the design?
Are there any colours you want to discard/
keep/change slightly?
Are the colours evoking the right feeling
for your brand?
Is there a colour/s you want to be
primary/secondary?
What about the colour palette will appeal/
not appeal to your audience?
Are the chosen fonts working within the
design? Why or why not
Are the chosen fonts readable?
Is the size/orientation of font correct?
Are the fonts evoking the right feeling for
your brand?
What about the fonts will appeal/not
appeal to your audience?
Is the style meeting the design brief? What
is working/not working and why?
Is it the right size, does it need to be
smaller/bigger?
Could it be tweaked in any way?
Is there an element that needs to be
removed or added?
What about the symbol/illustration will
appeal/not appeal to your audience?