“Make it pop.”
“Can you make the logo bigger?”
“Make it look just like [insert industry leading website here]…”
If design feedback had a 10 commandments of things not to say to your designer, these four would very possibly be among them. Designers think in colors and styles and audience, and they pull inspiration both from current design trends and hopefully an overflowing pool of visual ideas. “Make it pop” means nothing, visually speaking. “Use your creativity” basically implies that we’re not already using it. We like your logo too, but we don’t agree it should be the biggest element on the page. And, honestly, we won’t and legally can’t make something look “just like” something that’s already out there. Getting vague and generic feedback is frustrating, especially when the ultimate goal by client and designer is to nail down a great design: a product that the client is excited to use and one that the designer will proudly display in his or her portfolio.
So, how do you give constructive feedback to your designer for hire, or in my case, to your designer employee? (more…)