How to Give Your Graphic Designer Better Feedback
How to Communicate Well with your Designer for Optimal Results
Working with a graphic designer can be a magical and invigorating experience as long as you are compatible partners with strong communication. Often when graphic designers work with clients, it can get frustrating for both parties as some rounds of feedback can be drug out into long series of edits that never seem to hit the mark. Below, we're sharing some ideas to help you give your graphic designer better feedback to work together seamlessly and communicate like the dynamic duo that you are!
Phrases to Help You Give Clear Feedback
As you review your graphic designer's work, you will likely have some questions. It's important to remember that you can happily ask questions about what you see or things you think should change, but they are the expert! You have called in a professional to create something unique and outstanding, and you have to give them the space to make you magic.
"I don't think this element (font, shape, color, size) is in alignment with the brand goals to make people feel (emotion.)"
When you look at something that doesn't hit home, it's essential to think through the specific piece that isn't resonating with you. Avoid vague phrases, talk about particular elements, and give them a direction to move in. Point out a feeling you want to evoke, a brand value you wish to highlight. The goal is to provide direction, not to steer the ship.
"This isn't showing me (a brand value or a brand emotion), do you think we can incorporate something to reflect it in the next draft?"
If the design you're looking at is missing a piece of your brand that you feel strongly about incorporating, don't be afraid to say something. After all, you know your brand best, so use specific details about the piece or side of your brand you feel is missing. Be careful not to throw out ideas, styles or be demanding in your feedback. Your designer will blow your mind away if you allow them to do what they are best at.
"Is there a way to make this (element, font, color, pattern, piece) stand out more (or less!)? It is representative of this (brand quality) and I'd like to call it out more (or less!), would that be feasible?"
When you like what you see, but something small feels off, use brand-based language to help point your graphic designer back to the overarching goal of your designs. Using feedback like this will help give your designer the freedom to use their expertise while also getting you the results you're seeking.
Remember, you aren't a design professional. If you want to see something change ask for options to help call out or emphasize a concept, let them bring that to life in a way that flows with the rest of the design instead of attempting to own or overtake the design process.
Questions to Help You Understand The Design Choices
Sometimes when you look at a design, you'll love it, but you'll be confused about how you ended up there. Something about it stands out in a way you weren't expecting. Here are a few ideas to help you ask thoughtful questions to seek an understanding instead of coming across as accusatory.
"I like this concept, but I thought we were moving towards a (descriptive adjective; ie: brighter) color palette. What part of our brand would this change help exemplify?"
The important thing here is to know that it's okay to question (if done so in an approachable, friendly way!) it's not okay to assume the designer made unwise choices and intentionally created something you don't like. The idea is to use kind curiosity to explore their thought process. Chances are, they have made those decisions for a reason. If you give them the opportunity, they would likely love to explain to you the opportunity they see for your brand to look differently and why they choose to showcase it differently.
"This choice of (pattern, font, color, etc) is (emotion ie: inviting), but doesn't seem as elevated as the rest of my brand, do you plan on making edits to this element?"
If you're looking at designs and a piece of it is sticking out like a sore thumb, you can use a specific example to help draw attention to the change you want to see. When you're unsure why a piece of your brand can feel as if it was left behind, it's important to remember that while you have a deep emotional attachment to your brand, your graphic designer is working to help other people form that same kind of attachment. Sometimes that means they have to focus on one emotion at a time.
"When I look at this I think of (another brand) is there a way to bring what differentiates my brand to the center of attention?"
It can be unsettling when you're looking at designs meant to be unique and are reminded of another brand or another person. Instead of jumping to conclusions, use calm questions to help you understand what inspired the content you're seeing and what options your designer has to differentiate the work.
When you're in this position, it's crucial to remember that you are not the design expert. Give them open-ended feedback and let your designer work. You don't have to know what needs to change and let them know what you would like to see change.
Ideas to Help You Feel Empowered to Change Direction If Needed
If you're looking at designs and feeling uninspired or having second thoughts about how this project is heading, here are a couple of ways to bring this up to your graphic designer without overcomplicating the situation.
Pull up a piece of their previous work and say, "I like the work you did on this project. Could we move in a similar direction?"
When looking for something in need of a drastic change, it's essential to give a visual example of what is appealing to you. We all have different uses for adjectives, and we tend to favor explaining things in a way that works with our brains, but it's important to remember not everyone's brain works the same way! Take a breath, and use other mediums to show them what you're looking for.
Show them an image (don't try to explain precisely what you want) and accompany it with, "I like the (insert: specific details) about this. Can we use this as an inspiration piece for the next round?"
If you're looking for a drastic change in one specific piece of the design, maybe find an inspirational image of exactly that one thing. You don't have to like the rest of it, just one point to anchor on. Use it as the jumping-off point for your feedback. "I like how in this image (blank element) makes (specific statement). Remember, we're not trying to point fingers or direct the design, it's your job to give your designer resources and freedom to make decisions, but you are involved in helping to curate the list of resources they draw inspiration from.
"Is it possible to edit our inspiration boards?" Then provide new content for the mood boards with specific details on what you like and what you're taking off the board.
When you feel like the design missed the march in its entirety, it's important to remember that it's not personal. It's not the designer's fault, and they observed different pieces of inspiration from your mood boards than you did. Going back to the source and changing the mood boards makes it possible to revolutionize the design without making 700 edits in a painstakingly long review process.
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