The right feedback can save you hours on edits and make a major difference in the final product you get from your ads, designs, or other creative. There’s also way less back and forth and a much higher chance you’ll be pleased with the outcome.
Uptick’s Senior Designer, Carolina (“Caro”) Hechart, is here to separate the good feedback from the bad and provide examples of what gives a designer or other creative professional the best idea of what you’re envisioning for your digital content (graphic designs, written content, etc.) and bring it to life. She also offers creators advice on how to respond to vague feedback or criticism so they don’t feel stuck, wondering where to go next.
This is helpful if you’re part of a marketing team, work in a marketing agency, are a marketing director yourself, or a business owner partnering with an agency (like Uptick) or a freelancer.
If you make decisions on ads and other creative work, this guide is a great resource for pointers on providing effective feedback that delivers a better end product, every time.
We’ve adapted Carolina’s wise words into this easy-to-reference blog that serves as an excellent resource for anyone who has to give feedback to a production team, such as:
- A client who is approving content that a writer or artist (like ours at Uptick) has made on their business’s behalf
- Graphic designers, like Caro
- Marketing Consultants/Strategists, like Laine
- Experts in client management, like Alan and Jillian
- Writers and copy editors, like Lauren, Luke, and Danielle
- Anyone else who happens to find this page when searching for guidance on how to give good feedback
Without further ado, let’s dive into The Art of Creative Feedback.
How to Give Good Feedback
Be Specific
The first thing to always remember when giving feedback is to be specific, not vague. Even if the person you’re giving feedback to knows you really well, they can’t read your mind.
Here’s an example of feedback that is not specific: “I don’t like that color.”
Instead, try saying something like: “The color palette used in this design is too muted. Brighter colors would better convey the positive emotions we want our audience to associate with the brand.”
Be Objective
The next pillar of providing effective feedback is always to remain objective, rather than personal. Focus on the work, not your feelings or opinions about the person who performed it— the creation, not the creator.
The best way to start is with the goal of the content. Ask yourself and the creator of the content, “What’s the goal of this ad/design/content?” and give feedback based on how it aligns with the goal.
Here’s an example of feedback that is not objective: “I feel like this font you used here is unprofessional.”
Instead, try saying something like: “Would you please walk me through your creative process for why you chose the fonts used here? I am wondering because I have never seen [font name] used in professional designs for my industry before. Still, I am open to seeing your final product with it or coming up with some alternative font ideas together.”
Be Constructive
The final, and possibly most crucial, pillar of giving good feedback is to be constructive, acknowledging what IS working before nitpicking at what isn’t.
Starting on a high note helps ease tension and makes people more receptive to feedback. Leading with negative feedback, on the other hand, can be discouraging or even embarrassing for the person who spent valuable time making the draft.
Here’s an example of feedback that is not constructive: “This entire piece of content is boring. There’s way too much text here. I don’t like this writing style.”
Instead, try saying something like:
“First of all, this article is very well-structured, and I can tell that you took a long time researching and planning to write such a detailed, technical explanation of what our company does. I would love for you to build upon this impressive content here with a few notes:
- Can we simplify the industry jargon to make this more accessible to a broader audience?
- Please make this more concise to make it a quicker read. Specifically, trim it down to [an exact number of words or characters per page or section].
- Can you give this content a more conversational tone, so it invites more audience/customer interaction?”
How to Respond to Vague Feedback
Let’s face it; sometimes, as creators of digital content, we’re going to receive vague feedback. In situations where this occurs, it is essential to know how to respond. Let’s take a look at some examples of vague comments and how to respond in a way that guides your client or the person providing feedback to clarify their opinions as specific, objective, and constructive items we can work with.
Feedback: “Something feels off.”
Response: “Can you tell me what your customer might find confusing here?”
Feedback: “It feels empty.”
Response: “Is there anything that is missing here that you think would prevent a customer from engaging?”
Feedback: “Make it look like ______ brand does it!”
Response: “Can you tell me what aspects of that brand resonate with you or your audience?”
Feedback Guidance Script
Use the following ideas to write your script, which you’ll use when requesting feedback from clients/interested parties:
Introduction (Introducing the Client to Your Drafting and Feedback Process)
“We believe that your input is important and necessary to guide our work moving forward. We may not get everything right on the first try, and that’s absolutely okay. This is a process, after all, and our collaboration can (and probably will) be iterative. Long story short, magic happens when your skills and expertise come together with ours, so please review and follow our feedback guide below:”
Effective Feedback: The Do’s (Examples to Give Your Client)
- Be sincere and honest.
If you don’t like something, please let us know.
- Be specific.
Tell us precisely what is and isn’t working for you, and WHY.
- Ask why.
If you’re unsure about our approach, we’ll be happy to explain our reasoning further. There is a purpose for everything we’ve done for this project.
- Think back on your original goals.
Review your brand strategy again to provide thoughtful, evidence-based feedback.
- Connect to your audience’s needs and goals.
Your audience should be your top priority for every comment or edit you provide. What needs are we fulfilling for them? What features will they appreciate?
Not-So-Effective-Feedback: The Don’ts (Examples to Give Your Client)
- Don’t involve everyone you know in the creative process.
Our collaboration with you is most effective when we’re not catering to multiple points of view. We want your perspective as the sole expert of your company and audience. Remember: “Just as no great painting has ever been created by a committee, no great vision has ever emerged from the herd.”
- Don’t take things personally.
If something feels off or missing, we need to determine why and move closer to our mutual goal.
- Don’t specify fixes, specify problems.
Please let us know what you would like us to change and why, and we’ll utilize our research, experience, and skills to troubleshoot the solution. We’ll ensure you’re more than satisfied with the final product before it is published on your behalf.
This concludes the long-form adaptation of our guide to the art of giving and responding to feedback on creative works. We hope you enjoyed this resource and encourage you to use it in any industry you’re in, however you see fit. Feel free to contact us to let us know that you enjoyed it, plan to cite it, or share your feedback on how we can improve or build upon the advice in this guide.
One more thing! Thank you for reading this guide from our new Learning Center. With this free, public resource hub, anyone can learn about all things digital marketing, from ads and analytics to automation tools, SEO, and content creation. You’ll discover insider tips, tricks, and tutorials from our industry experts at Uptick Marketing.
