When it comes to logos, clients and designers can often get trapped in an infinite loop of feedback and reiteration.
Designers need constructive feedback in order to refine a concept, but non-designers don’t always have the ability to communicate this direction.
Our tips for providing feedback to designers will help your project stay on the rails and on brief.
Avoid using overly subjective terminology
We’ll start with the sorest angle to take with a designer. Providing feedback like, ‘this needs to be more x’ or ‘it’s missing that x quality’ is so open to interpretation that a feedback loop of confused meanings and semantics is inevitable. So telling a creative that a design “needs more POP”, is of very little value.
Use real world examples of what you mean to tangibly illustrate your thoughts. Or be ridiculed!
Do you really need to see more variations?
Requesting variations of an original concept for the sake of ‘comparison’ or ‘something different’ can create unnecessary visual noise that eventually has to be subtracted, so you’re only judging things in relation to a core set of concepts, anyway. Chances are, you’ll prefer the originals!
Add context to bring a concept to life
Seeing your logo applied in the real world could change the way you perceive your logo. Ask for it to be mocked up in a website design or an item of stationery such as a business card. Can the colour scheme be effectively inverted?
Does it work at different dimensions?
A logo needs to work just as well as a favicon as it does on a website. Scale is just as important as context. Is there any aspect of your logo (from the logomark or the wordmark) that could be adapted as a favicon?
What is the design trying to convey?
Perhaps the concepts look cool but do they capture the message or the brand values? Will this appeal to the target demographic? If not, how is the design missing the mark? These are the ultimate questions you need to ask yourself before providing feedback to a designer.
We’ve summed up these points in a neat little infographic for you to share. Enjoy!
Embed this infographic on your site:
Are you still getting caught in feedback loops?
Here are some great reads from across the web with even more tips on how to provide designers with constructive criticism:
Apex Creative’s How to Give Your Graphic Designer Feedback in 11 Easy Steps
Design Crowd’s How Can I Provide Effect Feedback
Creative Bloq’s 65 Expert Logo Design Tips
If you’re a designer, Smashing Magazine have a great article on how to effectively respond to criticism/feedback from clients.
If you work with a designer, Creative Bloq also offer this article on how to give feedback to a colleague without crushing their morale!
InVision have an awesome guide to pricing logo designs, with a neat little questionnaire to help get the ball rolling with your clients.