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Creative Services Web Design

RE: VISION (Part 2): Mastering the Art of Feedback Delivery

Briar Fairclough

August 20, 2024

Welcome back to “Re: Vision,” our two-part blog series on giving and receiving feedback. In this second installment, we’re shifting gears to focus on the art of delivering feedback. While it might seem straightforward, providing effective feedback requires finesse. Delivering feedback correctly can transform a good project into a great one. Ready to elevate your feedback game? Let’s explore how to communicate your thoughts clearly and constructively to help your agency deliver stellar results.

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Be Specific + Constructive

You know that feeling when you taste something incredible but can’t quite understand why it tastes good? That’s how vague feedback feels to creatives. Instead of unclear statements, pinpoint exactly what aspects of the project aren’t resonating with you and why. Suppose you receive a draft of a new branding concept and notice that the colors feel off-brand. Instead of saying, “I don’t like the colors,” you might say, “The color palette in the logo doesn’t align with the desired feel for our brand. Can we adjust it to feature the deep blue and subtle gray for a more professional look?” This provides a clear direction and solution for the team. If you simply state, “This design isn’t right,” it leaves the designer without a clear understanding of what needs to change. The creative team is left guessing without specific alternatives, leading to frustration and inefficiency.

Do This: 1 - Provide detailed feedback with actionable next steps. 2 - Offer suggestions for improvement alongside critiques. 3 - Reference specific elements and explain why they do or don't work. Not That: 1 - Offer vague or ambiguous feedback without clear reasoning. 2 - Be overly negative without constructive solutions. 3 - Make broad statements without specifying what needs to be changed.

Provide Feedback Early, Often, + Face-to-Face

Strive to give feedback early and often throughout the process, allowing for greater flexibility and agility in addressing issues or concerns that may arise, ultimately leading to a more successful outcome. During the initial stages of a video project, you should attend a meeting to discuss the outline and provide early feedback. For example, “I think the opening scene could better capture our target audience’s attention if we include a more dynamic introduction.” This allows for timely adjustments and collaborative discussions, keeping the project on track. Waiting until the final cut of the video to mention, “The opening scene should be more engaging,” results in a last-minute rush. It could require significant changes impacting the project’s schedule and quality.

Similarly, sending all feedback in a lengthy email without discussion can lead to misunderstandings and missed opportunities for real-time explanation. While written feedback is a more straightforward solution for some, there’s no substitute for face-to-face communication. Conversation, clarification, and collaboration in a meeting can result in more productive and meaningful exchanges.

Do This: 1 - Schedule meetings to discuss feedback directly with the creative team. 2 - Encourage open communication for transparency and collaboration. 3 - Provide feedback in manageable doses at regular intervals. Not That: 1 - Delay feedback until the project's end. 2 - Overwhelm the team with a barrage of feedback all at once. 3 - Ignore established feedback channels.

Timeliness

Time is of the essence in the fast-paced world of marketing. While we are all juggling a thousand and one tasks, timely feedback keeps the creative wheels spinning smoothly. If your team is working on a new community website, and the agreed timeline for feedback is 48 hours, review and provide your comments within that timeframe. For instance, if the site’s navigation doesn’t meet your needs, say, “I’ll provide detailed feedback on the navigation menu by the end of the day tomorrow,” keeping the project on schedule and showing respect for the creative team’s time. Procrastinating until the last minute and giving rushed feedback like, “I don’t think this is right, but I’m not sure what needs changing,” can disrupt the project flow. This delay forces the team to scramble and potentially miss crucial deadlines, impacting overall project success.

Do This: 1 - Prioritize timely feedback and communicate any delays. 2 - Set aside dedicated time for consolidated stakeholder feedback. 3 - Keep projects on schedule and respect the creative team's time. Not That: 1 - Procrastinate or delay feedback. 2 - Rush through feedback without proper consideration. 3 - Ignore reminders or requests for feedback.

Engage in Collaboration

You can trust our creative team to be the experts and steer the ship, but we can’t navigate the waters without a compass or map to guide us in the right direction. Your input is essential in shaping the final product. If your agency is working on new community branding, participate in the process with comments like, “I love the direction you’re taking with the modern design, but perhaps we should explore a more playful option that might speak to our younger target audience better.” Showing up, asking questions, and offering ideas shows that you care and helps us align the final product with your broader vision. Lack of engagement, like saying, “Just do whatever you think is best,” places excessive pressure on the creative team and leaves them guessing your goals.

Similarly, ignoring suggestions from the creative team by saying, “I don’t like this idea; let’s just stick to my original vision,” undermines their expertise and creativity. Refusing to consider their input can stifle collaboration and limit the potential of innovative solutions. We value collaboration and believe the best results come from open dialogue and shared ideas. Collaboration is an even mix of push and pull from both sides, often leading to the most successful outcomes.

Do This: 1 - Actively participate in discussions and brainstorming sessions. 2 - Ask questions to clarify any unclear aspects of the project. 3 - Engage with the creative team's questions and suggestions. Not That: 1 - Dismiss suggestions from the creative team without consideration. 2 - Assume your perspective is the only valid one. 3 - Hesitate to speak up if you have concerns, questions, or suggestions.

Acknowledge What’s Working

Positive feedback is just as valuable as constructive criticism and helps us understand what aspects of the project resonate with you so we can keep moving in that direction. When reviewing a new brochure design, if you find the layout visually appealing, say, “The layout is fantastic, and the use of white space really makes the photos stand out. Let’s keep this look as we move forward.” This reassurance fortifies good practices and encourages the team to maintain high standards. Focusing only on what needs improvement and neglecting to mention what’s done well can demoralize the team and overshadow their achievements. Recognizing and appreciating the hard work and dedication of the creative team cultivates a positive and supportive partnership, driving motivation and morale throughout the project. Celebrate what’s working to keep the team inspired.

Do This: 1 - Acknowledge and praise aspects of the project that are working well. 2 - Explain why certain elements resonate with you. 3 - Provide positive reinforcement to encourage continued excellence. Not That: 1 - Focus solely on areas for improvement. 2 - Forget to celebrate milestones and achievements. 3 - Hesitate to express appreciation for the creative team's efforts.

Be Honest but Respectful

Above all, remember to be polite in your feedback. Confrontational comments don’t get us anywhere and create an “us vs. them” mindset. We get it – it can be frustrating when a first or second-round design doesn’t fully meet the vision you had in mind. Honesty is crucial for effective feedback but should always be delivered with kindness and civility. If a new logo design isn’t quite hitting the mark, address it politely, like, “I appreciate the effort on the new logo, but it doesn’t quite align with our vision. Could we try a design that incorporates softer elements?” This approach is direct but courteous and drives a more positive dialogue. Expressing frustration with, “Do you even know what you’re doing?” or “I can’t believe you showed us this design” is both unhelpful and disrespectful. It dismisses the creative team’s effort and can create a hostile environment, which is counterproductive to effective partnership. Remember, we’re all on the same team, working towards a common goal: marketing greatness.

Do This: 1 - Deliver feedback respectfully and considerately. 2 - Be open to receiving feedback from the creative team and stakeholders. 3 - Foster a relationship of respect and collaboration. Not That: 1 - Resort to hostile or disrespectful language. 2 - Undermine the creative team's efforts or dismiss their contributions. 3 - Forget that respect goes both ways.

Wrapping it Up: Key Takeaways

As you master the art of feedback delivery, remember that your words and actions can inspire, motivate, and shape the creative process. By being specific, timely, collaborative, and respectful, you help your agency deliver exceptional results while building a strong, positive working relationship. Constructive feedback is a tool for growth, enhancing the creative process and driving excellence.

Thank you for joining us on this journey through “Re: Vision.” Together, we can turn feedback into fantastic results!

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Creative Services • Web Design

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