The creative process is all about collaboration. It’s about getting the understanding between marketing teams and designers on the same level so everything is aligned. Over the past few years we’ve realised that great design work isn’t just about working with a talented designer but about improving the link between design and marketing.
Designers get feedback such as “can you make it pop more?” or “can you jazz it up a little?” which leaves too much room for interpretation. The more experienced designers are skilled in extracting the information from the client that they need and the more experienced marketeers and project managers understand the importance of great design feedback.
In this blog, we’ll cover our top 4 tips for giving effective feedback to design teams which will help you get to your final sign off much quicker and eliminate the frustration that’s caused with multiple revisions.
Always direct feedback at the Design and not the Designer.
Instead of aiming your comments at the Designer, it’s best practice to aim it at the design itself. This will allow the designer to quickly understand where they may have missed the mark in the initial proof. This will allow you to talk about specific elements of the work and it will allow the designer to get a better understanding of exactly what you’re looking for in the changes.
Keep all of your feedback in one place.
We always recommend keeping feedback on a particular piece of work in the same place, this allows the designer to double check they’ve made all of the changes and reduces the risk of changes being missed. We like to recommend using platforms such as Trello, where you can comment against a proof in the same chain.
Always avoid using multiple communication channels such as video, email and slack, we find that communication get’s lost and it creates a task in itself for the creative to collate all of the feedback.
Give positive feedback
Negative comments towards a designer (or anyone in general) sets off your working relationship in the wrong light. We’ve found that when you provide positive feedback and respect your relationship, designers are more likely to go above and beyond and also, feel comfortable to ask questions about the project.
Give realistic expectations
One of the key reasons we see projects go wrong is unrealistic expectations with project deadlines. When design work is rushed, that’s when the outcome isn’t always as expected and mistakes are made. We know it’s not always easy to forecast projects in some industries, however, where you can, give enough time on projects to get it right.
To conclude, design is a collaborative process and if you’re struggling with your current design relationship, follow the top 4 steps when working with your designer, you might be surprised how the outcome changes.