Quality creative feedback is essential to achieving successful design solutions. Time spent unraveling convoluted feedback is time that a creative could be working on more/better solutions. Adhering to these pillars will ensure that we can move quickly and collaborate effectively.

1.  Timely ⏰

Creative execution takes longer than you think and project timelines are often fixed.

Faster feedback = more time to execute = better creative outcomes.

2.  Consolidated 👥

• Ensure that ALL stakeholders are included in the discussion/channels/documents from the onset. Do not bring in extra stakeholders as an afterthought.
• When communicating feedback from multiple stakeholders or a team:
  • Delegate - Elect one person as the decision maker and POC to communicate feedback
  • Make decisions - Do not communicate contradictory feedback in an effort to give everyone a voice. This adds more confusion than context.

3.  Specific & Direct 🎯

Our job is to come up with a solution that works for you AND the brand. Be a human about it, but be direct and specific with your needs.

🚫 "Let’s jazz it up a bit!"

✅ "The text is fading into the background, how can we make it stand out more?"

🚫 "I’m just not feeling it."

✅ "This one doesn’t achieve the goal because ..., let’s drop this concept (or make it more like XYZ in the following ways...").

🚫 "Can you do something with the copy? It doesn’t seem right."

✅ "The copy is aggressive, how can we dial this back and make the user feel seen?"

4.  Actionable ✍️

Feedback should have a clear objective and a follow up action suggested. Examples of actionable feedback:

• "Could we explore this concept with more emphasis on XYZ?"
• "Let’s try concept 2, but with the colors of concept 1."
• "I need more clarity on the objectives of this project, I will speak with the team and get back to you about how to move forward." ← In this case the action is taken by the stakeholder and expectations are set.

5. 💡 Insight Driven