February 19th, 2024
Unpopular opinion: Creative feedback is an indispensable tool of our trade. Now, before you disregard the rest of this blog, hear me out for just a second.
Feedback isn’t just about pinpointing flaws; it’s about fostering growth, encouraging collaboration, and making the work better. Effective feedback can take a project from good to great, increase your client’s ROI, strengthen your relationship with your co-workers, and give everyone involved a well-deserved win.
Unfortunately, I can tell you from years of experience — not all feedback is created equal. Comments like, “I can’t believe this is in here” or my personal favorite, “I don’t like this”, aren’t helpful, encouraging, or actionable.
But here’s the good news: giving good feedback is a skill that can easily be developed. Here are some tips on how to give feedback that can facilitate growth and maintain a positive, collaborative atmosphere.
1. Clarity is Key
- Do: Pinpoint specific aspects of the work when giving feedback. Instead of saying, “I don’t like it,” try something like, “The tone needs to be more positive.” Or “This color isn’t within brand guidelines. Can you please revise?”
- Don’t: Offer vague, unactionable comments or redo the work. This can leave the creative unsure of the problem and how to avoid it in the future.
2. Try the ‘Sandwich’ Technique
- Do: Begin with a sincere positive comment, provide the critique, and end on a positive note. This can make the recipient feel valued while also understanding the areas of improvement.
- Don’t: Skew the feedback heavily toward the negatives, which can kill the enthusiasm
3. Not a ‘Sandwich’ Person? Serve up a Positive.
- Do: Point out one or two things that work well along with your critique. Every piece has something good about it. Recognizing the good stuff can be invigorating and make feedback more digestible.
- Don’t: Sugarcoat. Be sincere with your praises.
4. Respect the Vision
- Do: Understand the creative’s intent behind the work. Your feedback should elevate the vision of the project, not change it to match your personal preferences
- Don’t: Push for changes solely based on what you would personally prefer without considering the overarching goal of the piece and your client’s goals.
5. Ask Questions
- Do: Encourage dialogue by posing open-ended questions. For instance, “What was your thought process behind this design choice?”
- Don’t: Make assumptions without giving the creative an opportunity to explain their choices.
6. Consolidate your thoughts
- Do: Take a second to review other teammates’ notes before providing your own. If it’s already been said, no need to repeat it.
- Don’t: Pile on or repeat a note just to contribute something to the process.
7. Be Open to Discussion
- Do: Anticipate feedback on your feedback! Be prepared for the creatives to have questions or seek clarity. A lively back-and-forth can give way to new ideas.
- Don’t: Be overly prescriptive or inflexible. Collaboration often leads to the best results.
Blog written by Aundrea Hearn
Vice President, Creative Services