Providing feedback is an essential part of the design process. It helps the design team refine their work and deliver a final product that meets your needs, and is fit for purpose.
But the style and timing of feedback can have a big impact on results. Here are five key points to keep in mind when reviewing design work.
React, then reflect
Your immediate reaction is a great indicator of how others will experience the work. But take time to digest and reflect on it too. It’s our job to push beyond what you expect, so we make a point of putting a couple of scary ideas in our early reviews. It’s important you tell us when that work has gone too far, and why. Sleep on it and make time to come back to it later. Does your initial reaction still stand?
Remember the strategy
Reviewing creative work shouldn’t be about personal preferences. Instead, consider whether it reflects your business goals and our strategic response. The brief we agree on at the start is the yardstick we measure the work against. Look beyond individual tastes and think about how your audience will respond, as the work we’re creating is primarily for them.