How to Give Creative Feedback That Gets Results
Because vague direction doesn’t lead to powerful design.
You’ve hired a creative. You’ve seen their portfolio. You’re excited to see the magic come together.
But then the first round of concepts lands in your inbox and suddenly… it’s hard to articulate what’s working, what’s not, and what exactly you want. You find yourself writing something like:
- “Can we make it pop more?”
- “It just doesn’t feel quite right.”
- “Something’s off. I’ll know it when I see it.”
Sound familiar? You’re not alone. Giving feedback on creative work can be tricky, especially if you’re not sure how to translate what’s in your head into actionable direction.
The good news? There’s a better way. And when you learn how to give thoughtful, strategic feedback, the creative process becomes smoother, faster, and far more rewarding. Here’s how to do it right.
1. Start With What’s Working
It’s tempting to zero in on what’s not landing. But first, highlight what is. This helps your designer understand what direction to lean into and builds a foundation of clarity.
Try something like:
- “I love the overall tone this design gives off.”
- “The color palette is really speaking to me.”
- “The layout feels clean and modern, which is what we wanted.”
Positive feedback is not just encouraging. It’s informative.
2. Be Specific, Not Vague
“Make it pop” means different things to different people. Instead, dig into the why behind your reaction.
Swap vague feedback for specifics like:
- “This color feels too muted for our audience. Can we try something bolder?”
- “This font feels a little corporate. We want something more playful and friendly.”
- “The spacing feels tight here. Can we give the content more breathing room?”
The more detail you provide, the more actionable the revision becomes.
3. Focus on the Goal, Not Just the Aesthetic
Every creative choice should support a purpose. Whether it’s guiding the user, reinforcing the brand voice, or building an emotional connection, good design always aligns with a goal.
If something isn’t working, ask yourself:
- Is this helping us reach our audience?
- Does this support the message we want to send?
- Is it visually prioritizing the right information?
When you frame feedback around purpose, your designer can think strategically about how to solve the issue.
4. Trust the Process, But Speak Up
You hired your designer for their skill and creative eye. Give them room to explore and present their ideas. That said, your perspective still matters. You are the expert in your business, just like they are in design.
If you’re unsure, say so. If something feels off but you can’t explain it, start with what you do know. Your designer can help you unpack the rest.
Try:
- “This isn’t quite landing for me, but I’m not sure why yet. Can we talk through it?”
- “I like the direction, but I think we need to adjust the energy. It feels a bit too formal.”
Open dialogue leads to better results than silence or micromanagement.
5. Keep It Constructive and Solution-Oriented
Feedback is most effective when it moves the project forward. Avoid blanket statements like “I don’t like it” without any context. Instead, frame your feedback with solutions or questions.
Use:
- “What if we tried a softer texture here to add warmth?”
- “Could we explore a version where the header feels more dynamic?”
- “I think this image choice feels off. Could we look for something more authentic?”
This keeps the momentum going without stalling the project in frustration.
6. Consolidate Your Thoughts Before Responding
Group feedback from your team before sending it over. Avoid sending multiple emails or messages with conflicting input from different people. Your designer needs a clear, unified direction.
Take time to:
- Review the design as a team
- Agree on what needs changing
- Appoint one person to deliver the feedback clearly and respectfully
This avoids confusion and ensures your creative partner can move forward with confidence.
Feedback Should Be a Creative Tool, Not a Creative Killer
The best feedback doesn’t dictate. It inspires.
It builds momentum. It strengthens the work.
It helps your designer understand not just what you want, but why you want it.
When you approach creative feedback with curiosity, clarity, and collaboration, the end result is stronger, and the experience is a whole lot more fun.
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