….And other inefficient feedback to provide a designer.

Designers are gifted at bringing a vision to life, but articulating that vision can be challenging at times, making it a frustrating experience for both client and designer. We’ve gathered a few key tips to make the process smoother.  

• Be clear about your message. Share your overall communications goal and what you hope to achieve. What is the purpose of the design, who are you trying to reach, and why? What’s the ONE IDEA (for real, just one – no compound sentences) that you need to communicate above all else? The designer will develop appropriate solutions — and sometimes not the ones you had in mind. 

• Bring inspiration. Share a few examples of things you like. Be prepared to explain what it is you like about it or what you think the design is doing well. Your designer will also be able to pick up on common techniques that you may be unconsciously drawn to and apply them to your project.    

• Set the vibe. Articulating a feel or mood can also help drive a direction. Designers can take direction like I want an “outdoorsy feel” or a “whimsical mood” and translate that into their design. 

• Resist grabbing for the pen. When you first see draft work, it’s common to want to pick up the pen and start moving things around yourself. As much as you can, work to articulate the challenge you see while avoiding dictating solutions. Directions like “this looks crowded/busy – can we simplify?” or “this photo style doesn’t feel like a fit for my brand, can we look for alternatives?” is generally better than “make this font 18pt” or “put this product photo here.” Even direction like “I want this to be the focal point of this deliverable, what do you suggest?” will give your design team space to bring forward options to address your feedback and deliver your vision.  

At Stratacomm, we work with clients regularly to develop materials that distill and deliver ideas. At the outset of projects, we work to align around a creative brief to act as the North Star for every project. We ask about tone (formal, casual?), audience(s), the one singular takeaway, brand guidelines, and more. It helps us think through the creative ask with our clients before time (and budget) are spent. 

When giving direction and feedback, be open, be honest and be respectful. Remember that creative directors and designers are visual problem solvers—trust them to make your vision “pop”!  

Sharon Hegarty is a senior vice president at Stratacomm who is continually in awe of the talented designers who bring our visions to life.