For agencies and freelancers: send this to clients at the start of a project. It's free to copy, add your name to, and change.
You don't need design knowledge to give great feedback. You know your business and customers, and that's what we need from you. These tips will help us get it right sooner.
Say what the problem is, not the fix
"Make the logo bigger" tells us what to do. "People might not notice who this is from" tells us why, and we may have a better answer.
Both are welcome, but the reason helps most.
Be specific
| Less helpful | More helpful |
|---|---|
| "It doesn't pop." | "It looks a bit quiet next to our competitors' ads." |
| "Can we make it more modern?" | "This feels traditional, and our customers are mainly under 30." |
| "I don't like the colour." | "This red is close to a competitor's brand." |
| "Change the video." | "At 0:42 the logo appears before we've said who we are." |
Think about your customer
Ask "Will this work for the people we're trying to reach?" before "Do I like it?". It's fine to have a personal view. Just say when it is one.
Combine feedback from your team
If several people are commenting, please pull it together and sort out any disagreements first. If two notes conflict, we can't tell which to follow.
Comment on the right things for this stage
We'll tell you what we're looking for each time. Early on, that's the overall idea. Later, it's the details. Spelling, prices and legal wording are best checked once the layout is settled, but must be checked before you approve.
Tell us if you're not sure
"Something feels off, but I can't say what" is useful. We can work it out together. So is "I need to ask my director", especially if you say it early.
Be clear when you've decided
At the end of each round, please tell us one of two things:
- Approved: we can move on.
- Changes needed: here's the list.
Reply when you can
We'll give you a date for each round. If you're going to miss it, just let us know, and we'll work around it.
Thank you. Good feedback makes for better work.