Nobody loves giving feedback. But somewhere between “looks good!” and a three-paragraph essay on font choices, there’s a version of feedback that actually makes the work better and doesn’t make anyone dread opening the next round of revisions. We pulled this list together (with a little help from our favorite mockumentary office) to show what that actually sounds like in practice.
1. Keep the goals in the room
Before you say what you like or don’t like, ask yourself whether the feedback is about the brand’s goals, the audience, the strategy, or just your own personal taste. Both are valid conversations to have. But they’re different conversations, and telling us which one we’re in saves everyone a round of confused revisions.
Skip:
“I personally think that font is ugly.”
Try:
“The font seems a touch too playful for our older audience. Is there another font we can use instead?”
“Even though I don’t like purple myself, the color will resonate with my customers. Can we try a darker shade?”
2. Describe the problem, not just the fix
“Make the logo bigger” is a solution. It doesn’t tell us why. Give us the problem instead, and we can usually find a better fix than the one you had in mind.
Skip:
“Can you make the logo bigger?”
Try:
“As a new company with little brand recognition, what can we do to make our branding stand out more?”
“Is there a way to make the call to action button more accessible?
3. The more details, the better
Screenshots, exact concepts, what’s working and what’s not, all of it helps. We promise we won’t judge you for marking up a PDF like it owes you money.
Skip:
“I don’t love concept 2.”
Try:
“Concept 01 from page 4 is the winner.” (attaches screenshot)
or … organizes all feedback with screenshots and notes in one email.
4. Ask any and all questions
We love to talk, especially about the work. If you’re unsure about anything we presented, want more clarity, or need help deciding, ask away.
Skip:
“Yeah, looks good, I guess.”
Try:
“You had a great explanation behind the meaning of the logo in concept 03, but I can’t remember what it was. What was it again?”
“The XYZ logo came to mind when I saw this concept. What do you all think? Are the similarities too great or am I overthinking it?”
“I just can’t decide, they’re all so great. If you had to pick, which one would you choose?”
“What was the reasoning behind the color choice?”
5. Be honest
Don’t worry about hurting our feelings with your feedback. The best work comes from honest feedback, even when it’s a little blunt.
Skip:
“I don’t know, something’s off, but whatever, it’s fine.”
Try:
“Here me out, this may be weird, but I see a bird and moon within the logo. Is there any way to make that even more evident?”
“We’re having a hard time rallying behind the idea of the mascot. As cool as it is, let’s leave it out and move forward with all of the other elements.”
“The tagline feels too separated from the logo. Is there a way to rework it so the elements work better together?”
“The primary and secondary logos are perfect, but let’s drop the alternates.”
6. Reflect in a timely manner
Offering timely feedback helps keep the project on track. However, if you need more time or foresee missing a deadline, just let us know.
Skip:
(says nothing for two weeks, then asks why the timeline slipped)
Try:
“I love the work you did and want to give it the time it deserves, but I am swamped this week. I know it’ll push the schedule, but can I follow up Monday?”
“Love where this is heading, but it is a lot to process. Is it okay if we break the schedule and spend an extra week to sit with the concepts?”
7. Lean on us
Our process and care for the work is all to ensure that your brand is a success. You’re in good hands.
Skip:
“Actually, let’s just go back to our old logo, this isn’t working.” (said the day before launch, after months of sign-off)
Try:
“I know I said I wanted a complete rebrand, but now I am having second thoughts. Will our clients recognize us?”
And know that change takes time, and that’s completely normal. If you embrace the change and trust that it will be successful, your audience will too.
Good feedback isn’t about being nice or being brutal, it’s about being clear. The clearer you are, the faster we get to the version of the work that actually works. And the process gets a lot more fun for everyone once nobody’s tiptoeing around it.
