When asking for a design critique

Designers often ask me for feedback on their work, but in many cases they’re asking the wrong question. Don’t show two logos and ask, “Which one’s best?”

Ghost twins

What does the client do? How do they want to be seen? Why?

And it’s always easier to offer an opinion when designs are shown in context, i.e., on websites, signage, vehicles, stationery. How does the design interact with different media? How does it adapt, flex, grow?


Comments

15 responses to “When asking for a design critique”

  1. James Mac Avatar
    James Mac

    Absolutely agree! Ultimately choice will always fall to the client, however design professionals need to take responsibility and offer their advice and opinions. Our job doesn’t end at making a pretty picture. Justification and reasoning should always be given for our work, clients will always respect that. If they just want to pick without discussing merits of options then you probably don’t want to be working with them anyway!

  2. I thought this was about presenting work for a critique to a fellow designer to get tips on how to improve your work. While I value the opinion of a client, after all no one knows their company better, I would never offer my work to a client to just “critique.” I agree with david because during the design process there is always a good reason why we make the choices that we make, so giving a little background info to someone to critique would offer more reasoning to your design choices and a better way to establish where or how you may be wrong. Ultimately the client should hear all the reasons why their logo’s main color is blue instead of orange and maybe they’ll understand the value under your reasoning. Of course, there’s always the stubborn ones!

  3. Jann Whippy Avatar
    Jann Whippy

    I seem to have it in my head that I should always give three options. Often having a meeting with some clients is not possible, so I try to explain the merits of each option in an email. I don’t know when the requirement of three was drilled into my head, but I am intrigued by this one option theory. I am going to give it a try. One option and a long explanation. Thanks David!

  4. Hi James, Jann. Maria’s right. I receive plenty of emails from new designers, and they’re often simply showing the same idea using a different layout or a different typeface.

    But it’s about more than colour, more than aesthetics. It’s about solving a design brief, achieving a goal.

    1. Diana Manning Avatar
      Diana Manning

      Hi David!

      I absolutely agree that having a creative brief or at least a brief summation of the goal your trying to achieve makes it possible to give more powerful critique.

      Congrats on the new book! I am looking forward to great reads and more knowledge. You are just simply awesome!

  5. Absolutely agree. Design is a bespoke service – we tailor a solution in reponse to a brief, so offering an “off the peg” selection implies that the choice is a matter of personal taste rather than a decision based on logic and reason. Also, more than one design can be seen as an invitation to “pick and mix” or, worse still, implies that we can’t make our minds up either! Many designers and clients are indeed hardwired to expect “a choice” and sometimes we do this – but only if there are different approaches to suit different aspects of their company.

    Oh and logos out of context – pointless. Stick a dummy letter on a letterhead and see how it works. I’ve been given many logos which must have looked marvellous surrounded by acres of white presentation board but don’t work at all at a small size on an ad…

  6. I agree David.

    I often find that clients have very strong opinions about what they want. As a rule, I design exactly what they ask for as an initial concept, and then present a couple more options.
    I choose the one I think is right and justify the reasons why.

    I have found that clients are more open minded to newer, better options when they have their own concept to compare it to. I think it is important to let them know that you heard and understood the brief, even if you don’t agree up front.

    It’s sometimes not enough to show them one option that you think is right without the support of a few options that are quite obviously wrong (if you catch my drift).

    “It’s about how you present it!”

  7. Agreed in both terms, either to show a fellow designer or to present to a client. Presentation in different layouts make your design quite attractive.

  8. Very good point David – an opinion is (at the end of the day) just one person’s opinion.
    Very often there are many factors that will affect what design is appropriate (such as the industry/how it will be used etc.)

  9. I also keep thinking that I need to give the client 3 sample designs, but to be honest I have noticed the more options you give a client, the more you confuse them. Dont rush the design, maybe sketch a few samples for yourself but only give the client the best design.

  10. David, I have come across this idea from you before.

    MY 2 CENTS:
    I think the eventual goal is to get paid. Clients like to think that they are getting more than they bargained for.

    If you want them to pick a certain something, the other four solutions should lack something, so that they actually pick what you want them to pick, but appear that its all stemming from them. That way everyone’s needs [psychological, career growth, financial, business solution] are fulfilled..
    Your one logo idea can happen when you are revisiting an old client. I always would like to study the account manager in charge, who makes decisions, as unfortunately they rule the roost.. Their aesthetic may not be developed, but…

  11. todd sledzik Avatar
    todd sledzik

    I’m afraid this topic had little to do with selling a client. Struck me as David’s attempt to help folks understand what type of feedback one should be looking to get from a colleague, and how to go about it. I.E. – ask, given X,Y, Z, which solution best solves problem A (or most effective expresses B). Tough to define “best” or “strongest” with out framing the project and its goals. Within a designer to designer context, I think you can show 10 ideas and get productive feedback if you lay the proper ground work, format your presentation properly and understand what it is you’re trying to glean.

  12. Spot on, Todd. Everyone’s comments are very welcome, but it’d seem I didn’t explain myself well enough.

    Presenting to clients is a hot topic, though. I’ve previously shot myself in the foot by showing far too many iterations.

  13. todd sledzik Avatar
    todd sledzik

    Fair enough, hope I wasn’t play Mod there. I hope to speak up more often, good exercise for the mind and helps in finding my own voice.

  14. No worries. I’m happy when people comment. It helps keep me motivated.

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