Let’s set the scene. You’d like to get a new social media post designed, so you send off copy, image specifications, and art direction to your designer friend so they can begin performing their visual voodoo. After applying branding, refining styling, sourcing imagery, and whatever other rituals are needed to “work their magic,” your friend hits you with this message and an accompanying attachment to the artwork.

Now what?  

You may be the type to take a quick peek and reply with a “looks great! 👍ship it!” and that’s all well and good. But have you ever asked yourself- should I be taking a closer look at this? What exactly is my role here, and what does my magical design friend expect my feedback to be? 

Well, spoiler alert- I am that design friend (gasp) and I’m here to help guide you on how to respond to messages like this- or even better, how to communicate with your design friend on setting feedback expectations.

Why is this necessary?

Over the years, I have seen first hand how gaps in communication as a whole- but especially in regards to feedback- can affect the end result of a project. This issue of unclear or vague feedback can add unnecessary time to the project and put strain on both parties. I’ve even been in situations where these projects become costly to fix, which is never what you want to happen. 

Unfortunately, because no two projects are exactly the same, there isn’t really a one-size-fits-all solution to this problem. However, I believe there are some constants most projects share that will help guide more meaningful feedback discussions and ultimately save both parties time in the future. Let’s dive in. 

Let's start with the big picture. Ask yourself the question- does this design help solve the problem that I am trying to solve?

It may seem redundant to answer this question after handing off specific project specifications, but nevertheless it is good practice to reaffirm that the image or artwork created is actually useful. To do this, it’s vital to not only look at the design from your own perspective, but also that of the intended audience or user. Does this design help answer the user’s question or provide important information to them in a digestible way? If it doesn’t- best to have a conversation on it before going any further down that path. 

Is the call to action clear?

Again, put on your user hat and think: by looking at this design, do I know what my next steps are or how to engage further? If I am left feeling unsure of what’s next, that might be some useful feedback to talk through with your designer friend. Designs are meant to be both eye-catching and engaging, so you want to be sure it’s delivering in both areas. ‍‍

Is anything visually distracting from my intended message?

Speaking from experience- sometimes we designers get caught up focusing too much on small details, and it can be hard to zoom out and look at it from a new perspective to see if anything looks off. That’s why having fresh eyes on a project is so helpful and welcomed. If anything stands out as weird or distracting in that way, then that is valuable feedback to offer. 

Bonus tip: If you’re collaborating on larger visuals like billboards or signage, open the design on your screen and step back as far as you can to view it from a distance. This can work for things like web ads as well- make sure to adjust the design to the actual spec size and have your design friend mock it up in the intended environment to see how it stands out. You’ll see how easy it is for messages to get lost on such small or large scales, and you may need to refine copy based on seeing the design from a distance.

Are there typos to correct or wording to be improved?

Many people are visual thinkers and often don’t know how they feel about copy or layout until they see it in context. Therefore, it is common for copy to change after seeing it in a design. It’s important to communicate any copy changes clearly with designers to avoid mix-ups. Also- be sure to scan the design for typos when asked for feedback! This is a dual responsibility of both you and your designer friend to be sure there are no errors in the finished design. 

Design is subjective- so ground your feedback in purpose, not just personal taste.

It’s normal to have gut reactions like “this feels off” or “I don’t like this color,” but the most helpful feedback goes a step further. Try to explain why something isn’t working. Is the headline hard to read? Is the layout too busy? Does the tone feel off-brand? Giving context helps your designer make intentional adjustments instead of guessing.

And don’t forget to wear your user hat. Look at the design from your audience’s perspective—not just your own preferences. You might not personally love a bold font, but if it grabs attention and helps users find what they need, it’s doing its job.

To summarize- here’s a quick checklist you can use when reviewing designs:

• Does this design clearly address the problem we're solving?
  
• Is the call to action obvious and easy to follow?
  
• Are there any distracting visual elements?
  
• Are there typos or wording improvements needed?

Next time you’re asked to review a design, try putting these tips into practice—and don’t hesitate to ask your designer friend if there’s something specific they’d like feedback on. Feedback is a two-way street, and a quick check-in can save time and confusion down the road.

Designers: Make it easy for your collaborators by being clear about what kind of feedback you need- whether it’s general impressions, copy edits, or thoughts on layout and hierarchy. The more focused your ask, the more helpful their response.

A little upfront communication can go a long way- and you might be surprised how much smoother the process becomes!