The art of feedback: Turning “I don’t like it” into design direction
I recently received this feedback from a client on a diagram design:
“I don’t like it.” It landed like a full stop, with no forward direction. Here’s some guidance on getting the best design outcome, without crushing the creatives 🙂
As a designer, my job is to understand my client, to respect their preferences and deliver something functional, beautiful, and on-brand. So when a design doesn’t hit the mark, I’m open to feedback. But vague comments like “I don’t like it” don’t help me improve the work — they stall the process.
Design is a collaborative process
Sometimes I can nail the brief, producing a design that needs no revisions. That’s a great feeling!
But more often, great design comes from iteration, and iteration only works when feedback is clear and actionable.
To keep the momentum and energy (and avoid endless back-and-forth) here’s how to give feedback that leads to better design outcomes.
🎯 Be Clear, Specific, and Actionable
Your gut reaction might be “I don’t like it,” but that doesn’t give your designer much to go on. It can also feel unnecessarily negative. Instead, try to pinpoint what isn’t working.
Here are a few prompts to guide your feedback:
“The font feels too light — can we try something bolder for the headings?”
“The layout feels cluttered. Could we simplify the spacing?”
“The colours don’t have enough pop — here’s a reference image that feels closer.”
Even if you’re not sure what’s wrong, describing what you’re reacting to helps. Reference images are especially helpful. A quick screen clip can speed up the process and reduce miscommunication.
💬 Keep it respectful and professional
Designers thrive on feedback — it’s how we refine and improve. But I know for me, tone matters. Constructive comments framed with respect and curiosity go a long way to keeping me motivated:
“I’m not sure this is hitting the mark. Can I share a few examples that might help?”
This kind of language keeps the conversation open and collaborative, rather than shutting it down.
🧭 Focus on goals, not just aesthetics
As a visual communicator, my role is thinking about the intended audience of the design. I carefully consider all the elements and what they are trying to convey.
If your first feeling is ‘I don’t like it’, check it against the goals of the design. This may differ from your personal taste as the client. Is the design aligned with the goal to Convert? Compel? Connect?
✅ Better Feedback = Better Outcomes
“I don’t like it” might be honest, but it’s not helpful. I really want to deliver excellence for my clients, and the best way I can do this is when feedback is clear and kind.
It leads to better designs, smoother collaboration, and outcomes that truly reflect your vision.
So next time you’re reviewing a design, consider the delivery of the feedback.
Be clear, specific, and actionable
Keep it respectful and professional
Focus on goals, not just aesthetics
Your designer will thank you and your project will be better for it.
