In the world of marketing and design, clear communication is vital for fruitful collaboration. While designers are experts in visualizing your ideas, when you give better feedback to your designer, you can significantly influence the outcome of a project. Here’s a comprehensive guide on how to give feedback to your marketing agency, so that your project is destined for success.
1. Be Clear and Organized
Know What You Want
Have a clear vision of the overall project goal, message, or emotion you want to convey. What are the core values and concepts that the design must communicate? Who is the target audience and how do you reach them? These details will guide the designer in the right direction without restricting their creative freedom.
Provide Visual Aids
Supplying screenshots, links, or images allows you to visually articulate your thoughts. It’s not about providing exact replicas of what you want but rather illustrating the style, color scheme, or emotional resonance you envision. Screenshots and links also help the designer know exactly what area of the design you are referring to or the exact section of the webpage you want to be modified.
2. Appreciate the Effort
Don’t Forget to Say Thank You
Recognize the time and creativity that goes into each design. A positive attitude fosters a collaborative spirit and encourages a more engaged and responsive designer. We at Stratifi believe in a culture of gratitude, showing appreciation for anyone working with you, coworker, client, employee, leader, or contractor. Learn more about our culture and how we like to do business!
3. Focus on Your Goals, Not the Specifics
Explain the “Why” Instead of the “What”
Focus on the underlying reasons behind your feedback rather than prescribing exact changes. For example, instead of saying, “Make the logo bigger,” you could say, “I want our brand to be more prominent because…” This way, you leave room for the designer’s creativity to address the underlying goal. Although making something bold or underlined might seem like the obvious way to make something stand out, if you leave the creative door open for your designer, they’ll come up with unique solutions that make you and your business stand out.
Focus on the Big Picture When You Give Good Feedback
By concentrating on broader goals and the final desired outcome, you encourage creative problem-solving. Understanding the larger objectives allows designers to find creative ways to fulfill them. As Steve Jobs famously said, “Simple can be harder than complex; you have to work hard to get your thinking clean to make it simple.” (Source: Goodreads)
4. Think Through All of Your Edits
Minimize Back-and-Forth Edits
Gather all feedback in a single round if possible. This allows designers to see how all the elements work together and make the changes more strategically. It also forces you to look at the whole picture and really ensures that you’re keeping the big picture in mind. It also streamlines the process for both you and the designer, reducing time and potential misunderstandings.
5. Encourage Creativity
Offer Ideas but Let the Designer Problem-Solve
Providing ideas and guidance is essential. But be careful not to limit the designer’s ability to approach problems creatively by over-explaining or providing too many design desires or restrictions. By trusting in their professional judgment, you allow them to bring unique solutions and perspectives.
6. Avoid Design-by-Committee
Find a Unified Voice
Having too many people provide feedback can lead to conflicting opinions and muddle the overall direction. Consolidate feedback through a point person or small team, ensuring a coherent and unified vision. This will facilitate a smoother process overall.
7. Emphasize Collaboration When You Give Good Feedback
Foster a Partnership
Treat the design process as a partnership where both parties contribute ideas and solutions. Open dialogue and mutual respect can enhance creativity and efficiency, making the project more enjoyable and successful. As a business owner or leader, you are an expert in your field. The designer will lean on you for knowledge of your industry. As experts in their field, designers appreciate when you’re able to lean on them for design and marketing direction.
Good feedback is essential in achieving the best results from your designer or web designer. By being clear, appreciative, goal-oriented, and thorough in your revisions, you encourage creativity, facilitate collaboration, and set the stage for a successful project.
Follow these guidelines, and watch your next project flourish with creativity and efficiency.