As a graphic designer, you know how important feedback is for improving your work and satisfying your clients. But how can you communicate your ideas and opinions to non-designer clients who may not share your vocabulary, vision, or standards? Here are some tips to help you give effective feedback to non-designer clients and avoid misunderstandings, frustration, and revisions.
Before you present your design, make sure your client understands how you approached the project, what goals and constraints you had, and what choices you made. This will help them appreciate your work and see how it aligns with their expectations and needs. You can also use this opportunity to highlight the strengths and benefits of your design and anticipate any potential questions or objections.
When you give feedback, avoid vague or subjective terms like "good", "bad", "nice", or "ugly". Instead, use clear and objective criteria like "contrast", "balance", "hierarchy", or "consistency". Explain why you think something works or doesn't work, and how it affects the message, the audience, or the functionality of the design. Provide examples, suggestions, or alternatives to help your client understand your point of view and improve the design.
When giving feedback to non-designer clients, it's essential to be clear about your design process, offer constructive and specific feedback, ask for their input, listen empathetically, educate them on design choices, follow up with documented decisions, and provide additional considerations. In a recent project, I explained design rationale, listened to the client's concerns, and collaborated for a successful redesign.
Don't assume that your client will automatically give you feedback after you present your design. Sometimes they may not know what to say, how to say it, or when to say it. To encourage a productive dialogue, ask for feedback at specific stages of the project, and guide your client with specific questions or prompts. For example, you can ask them to rate your design on a scale of 1 to 10, to list three things they like and three things they don't like, or to compare your design with other examples.
When presenting your design, don't assume clients will automatically provide feedback. They might be unsure or hesitant. Encourage dialogue by asking for feedback at specific project stages. Guide them with targeted questions or prompts. Request ratings, lists of likes and dislikes, or comparisons to other designs. This approach fosters a productive discussion, helping both you and your client to refine and improve the design together.
One of the most important skills for giving effective feedback is listening. When your client gives you feedback, pay attention to what they say, how they say it, and what they don't say. Don't interrupt, argue, or dismiss their opinions. Instead, acknowledge their feelings, validate their concerns, and show that you care about their satisfaction. Try to understand their perspective, their goals, and their preferences, and find common ground.
Sometimes your client may have feedback that you disagree with, or that goes against the principles or best practices of graphic design. In these cases, you need to educate and persuade your client, not criticize or lecture them. Explain the rationale behind your design decisions, and show them how your design meets the objectives and requirements of the project. Use data, evidence, or testimonials to support your arguments, and show them the consequences or risks of changing your design.
Giving effective feedback to non-designer clients is crucial in graphic design. It's essential to educate and persuade rather than criticize. In a recent project, I explained the rationale behind design decisions and collaborated with the client for a successful redesign.
After you give and receive feedback, make sure you follow up and document the results. Summarize the main points of the feedback session, and clarify any action items, deadlines, or responsibilities. Confirm that you and your client are on the same page, and that you have a clear plan for the next steps. Send a written record of the feedback to your client, and keep a copy for yourself. This will help you avoid confusion, miscommunication, or disputes later on.
In the world of graphic design, following up and documenting feedback is essential. Summarizing the key points and clarifying action items ensures a clear plan for the next steps and reduces the risk of miscommunication.