Design Feedback #102

Tips on how to give your designer constructive feedback


In earlier blogs, we  scratched the surface on how to give feedback to your designer. In this blog we wanted to expand on how you can give us feedback using the prompts below:

Does it meet your goals?
When looking at a design concept, rather that looking at it in terms of like/dislike, ask whether it meets your goals?

  • Does it meet your objectives?
  • Does it offer a good solution to your business problem?
  • Is it on message?
  • Is it desirable to your audience?
  • Does it effectively communicate your product/service?
  • Does it reflect your price point? i.e. budget, economical, premium etc.

Once you have answered all of these questions, whether the answer is yes or no, your designer is going to need more information, more details on how to render the best design solution for your business. When you pull a design apart, it comprises of many elements, each which can alter the tone and change the message of the design.

Typography comes in many shapes and sizes and works well to communicate tone within a design. Some prompts to use when giving feedback on typography.

  • What case should it be? i.e. CAPITALS, Title Case or lower case.
  • If used in a brand, how will it reduce or work in specific print reproduction? i.e. embroidery.
  • Does it communicate the right tone? i.e. professional, expert, reliable, fun, creative.
  • Is it easy to read?

When looking at logo composition or layout design, hierarchy is a really important factor of the design and can be used to arrange the importance of information.

  • What is the most important word or element to be communicated in the design? i.e. ‘M’ or ‘McDonalds’.
  • What is the most effective way of displaying hierarchy in your design? i.e. type, colour, shapes or size.
  • How will the design reduce? i.e. smallest reproduction size

Colours are emotive and can be used to communicate tone of voice.

  • What are you trying to communicate with colour? i.e. professionalism, appetite, passion.
  • Can you differentiate your product or service from your competitors with colour?

How the design will be seen/delivered will greatly impact the design functionality.

  • Will the design need to incorporate affiliate logos?
  • Will the design be used across print and digital communications?
  • Will special print practices need to be considered? i.e. screen-printing, embroidery
  • How will the design be delivered? i.e. by hand, post, press, email, advertisement etc.

Shapes, images & Objects
Shapes & object can define tone and message of a design and help to communicate the product or service.

  • Are the shapes/objects too abstract? i.e. don’t closely reflect nor represent the product or service
  • Does it communicate the right tone? i.e. professional, expert, reliable, fun, creative.
  • Is it relevant to your audience?

If you’re in doubt or feeling like you’re not articulating yourself correctly, then find some reference images, logos or design and use these to educate your designer on how they meet your requirements in terms of goals, typography, hierarchy, colour, context, shapes, images & objects.