Feedback: Two Points of View
Feedback—namely criticism—is the lifeblood of creative collaboration, especially in commercial art like graphic design. In fine art, the artist creates work primarily for themselves and is, by nature, less inclined to change their work based on audience feedback. Fine art is an extension of one’s personal expression, while commercial art is transactional. It relies on science, data, analytics, trends, opinions, and its ability to sell a product or idea. This post aims to provide those making a living in commercial art with a primer on taking and giving feedback in a constructive and productive way.
Many designers struggle with receiving criticism, often viewing it as a personal attack rather than an opportunity for growth or project success. Similarly, clients and stakeholders may find it challenging to deliver feedback that is both constructive and actionable, sometimes defaulting to an “I’m the boss; do what I say” approach. While this mindset may reflect authority, it does little to advance the project and can undermine the relationship that is critical to success. The key to quality feedback lies in maintaining professionalism, keeping egos in check, and fostering a collaborative environment where everyone feels heard and respected throughout the project.
Let Go of Ego
American marketer and author Ryan Holiday once said, “You’re not as good as you think. You don’t have it all figured out. Stay focused. Do better.” This could be a mantra for nearly any industry, but in one built on objective constructs like commercial art, this quote rings especially true. For designers, receiving feedback can feel like an affront to their expertise; however, this reaction is often a defense mechanism rooted in insecurity. Unlike fine artists, commercial designers must learn to detach their personal identity from their work and view critique objectively. Feedback isn’t about questioning experience or talent—it’s about refining the design to meet project goals. Embracing feedback with an open mind leads to better outcomes, professional growth, and stronger relationships with clients.
Giving Feedback: Balancing Firmness and Constructiveness
Community empowerment influencer Sabrina Newby once said, “True humility is being able to accept criticisms as graciously as we accept compliments.” Humans are naturally wired to embrace compliments while bristling at criticism—it’s just who we are. However, for a project to progress and meet its goals, two things must happen: criticism should be delivered with tact and intention, and it must be received with the same level of intention and tact.
For clients or stakeholders, giving feedback requires finesse. Vague comments like “make it pop” or “I’m not feeling it” can frustrate designers and derail progress. Instead, feedback should be clear, specific, and tied directly to project objectives. For example:
Be Specific: Pinpoint exactly what needs improvement— “The font feels too formal; could we try something less uptight?”
Align with Goals: Frame feedback around how the design supports or hinders the project’s goals— “This color palette doesn’t align with our brand’s youthful tone. How can we adjust it to better align?”
Offer Examples: Provide visual references or examples to clarify your vision—this bridges the gap between abstract ideas and actionable revisions. In fact, offering examples before the design process begins can eliminate much of what leads to negative criticism: misunderstanding expectations.
Constructive criticism should also include positive reinforcement. Highlighting what works well in the design not only boosts morale but also ensures the designer understands your preferences.
Focus on the Work, Not the Person
Both parties must set aside personal feelings for effective collaboration. Designers should approach feedback with curiosity rather than defensiveness, while clients should avoid making feedback personal or overly subjective. For example, replace an accusatory statement with no explanation, like “You didn’t understand my vision” with one that presents a project-specific critique with something the designer can work with, like “I don’t believe this logo captures colors with the youthful energy we’re aiming for. Could we see some adaptations of the palette?”
This shift keeps the focus on the work rather than the individual.
The 5 Cs for Giving and Receiving Feedback
Communication: Provide feedback early and often—accompanied by examples—to avoid delays or wasted effort.
Clarity: Use precise language and avoid vague statements.
Collaboration: Treat feedback as a dialogue rather than directives.
Coutesy: Balance critique with encouragement to maintain a positive working relationship.
Composure: Focus on project goals rather than personal preferences.
Conclusion
In commercial art, effective feedback is essential for achieving project goals while fostering trust and collaboration between designers and clients. By letting go of ego, embracing constructive critique, and communicating professionally, both parties can create impactful designs that reflect shared visions and values. Feedback isn’t just a necessary step—it’s an opportunity to elevate creativity and strengthen partnerships.