Design agencies: The process of designing your website, logo, or even branding yourself can be stressful. When you’re working with a creative agency-digital, graphic, web, etc.-constructive feedback is key to making the experience and work relationship more pleasant and productive. Here are some honest yet effective tips for when communicating with your creative agency.
.For example, when working with a web design company, saying your website landing page “doesn’t pop” is not clear feedback. “My target demographic is a bit younger, so I feel brighter colors might be more attractive” is not only specific, it also helps the designer know exactly who you are trying to reach. They will then understand why you want more life in your site and can more accurately achieve your goal.
Designers know how to do their job, but they may not understand your vision. Clearly communicate your concerns and desires while giving the designer room to respond. Say you aren’t sold on a font size but you respect the designer’s work. Ask, “I’m wondering if viewers will be able to see the difference between the header and the rest of the page context? Could you could the header have a bit more emphasis?” This lets a designer know your concerns while also trusting their opinion.
A great way to help a design agency understand the look you want to achieve is by giving examples. If you want to go more minimalistic and clean, stating “this isn’t clean or simple” doesn’t provide the designer a clear direction. Offering examples of styles you like helps them know what to focus on and what direction you’re wanting to take.
If a designer only hears negative feedback they may get discouraged, assume you can’t be pleased, or lose sight of your vision. Let them know what you do like so they can be redirected. “I love the elements you’ve chosen, though I’m not sure the colors fit for me”, is a great balance of feedback while clearly communicating your wishes.
Sharing feedback just a few at a time prevents overwhelming the designer. Address just a couple of areas before moving on to others, regardless of whether the feedback is positive or negative. It’s true that when grouping positive and negative people tend to only hear the negative. But if there is an overwhelming amount of feedback at once it can be difficult to absorb.
Direct the feedback to the design, not the design agency. For example, “I could be wrong. But I feel like this space needs some color. What do you think?” This prevents the feedback from being personal and instead directs back towards the design. The designer knows you are respecting their decisions. Your problem is not with them but the actual design, which can be fixed and redirected.
Remember, clear communication and constructive feedback are keys to accomplishing your goals, regardless of the type of design agency you choose.