The Gift of Feedback
There is something deeply satisfying about successful collaboration. It makes everyone look and feel good. Goals are achieved, egos are spared. To me, the definition of collaboration is sharing knowledge and whilst in theory this seems like a simple task, in practice, how you share that knowledge is key.
In the design process, collaboration often seems to take the form of the designer presenting and the client offering feedback. But a truer representation might be that the designer and client end up being mirrors for each other at different stages of the project. If either participant turns away, the connection is broken.
We gather information in multiple ways; as a result someone’s body language and tone can yield as much information as their words. Here are a few tips to help feedback do what it’s meant to do, which is to move the project forward.
Don’t use absolutes
Avoid terms that are black and white. When I taught my first course at Emily Carr University in 2003, I received evaluations from the students. Out of 18 students, one had written “I didn’t learn anything in this class.” After spending 3 hours a week for 14 weeks surrounded by his peers and someone with a modicum of experience, this person asserted having learned nothing. Granted for a second it hurt my feelings, but it didn’t take me long to dismiss that comment altogether. Whatever frustrations that student might have experienced in class, even that would have taught him something. Instead of being measured and specific in his comments he chose the extreme and ended the exchange.
Be specific
By this, I don’t mean expressing opinion, which by definition is personal (“I hate blue”), but rather basing your comments on elements outlined in the brief to determine whether the proposed solution is on track or not (“The green shown in option B seems less vibrant than the one in Option A. Given our desire to express the dynamism of our organization/freshness of our products, A seems more appropriate.”) Whether you’re giving or receiving feedback ensure it is understood by reiterating it at the end of the meeting or in a subsequent email.
Don’t pull rank
“The client/designer is always right” shouldn’t apply here. If the relationship is based on a mutual respect of each other’s competencies, there should be a desire for a discussion rather than a monologue. Graphic design is not a science but it should be based on precise, measurable parameters defined in the brief, not in one person’s mind.
Listen
Chances are you are not the only expert in the room. If someone is going to the trouble of formulating constructive criticism, listen. Don’t keep interrupting or trying to slip in your rationale. You can do that after they’re finished if there’s a need. If not, write it down so you can review all comments when you’re away from the pressure of the meeting. Don’t decide at the outset to ignore it. You can gauge whether to act on it later, if other participants have provided the same feedback for example.
Be gentle
I can’t think of a single situation during the creative process where being forceful at the outset will foster a better result. If the creative isn’t strong enough, a great presentation will help, but in the end won’t fool anyone. When the creative is what it should be it will stand on its own merits. If there’s resistance on specific issues you’ll be able to address them point by point but yelling, threatening, deriding or insulting won’t do any good.
Whether you’re client-side or on the agency side, remember that any creative process will elicit some form of ownership. This is a good thing. Having invested players is what you want. But that can make giving feedback a delicate affair, one where consideration, tact and observation should take precedence over subjectivity, stubbornness and force.
- – - -
This brings me to my own request for feedback. I know people are visiting this blog. Some might even be reading it. And yet, the comments are few. What could I do to improve the usefulness of the content? What would you like to see addressed or explored? How can I modify delivery to garner more comments and reach one of the stated goals of the site which is to provide a spark for discussion? I’m listening.
Another great post — not sure where you are finding the time!
It took me some time to learn/accept that collaboration is the best route for every project. Always wanting to produce ‘my’ best work rather than ‘our’ best work was detrimental to the process and disrespectful to the knowledge and opinion of the client. Strangely, I think much of this approach came from my design education where I left with the idea that the designer knows best. I wonder if the role of the designer and client is more appropriately discussed than I found it to be 25 years ago.
As for comments on your posts, I find the same issue on my sites. It would be nice if every designer (including me) posted a reply to one blog post a day. It does take time and effort to write a comment that I feel might be of some value — especially when replying to your well written and considered posts.
Thanks for this Steve, and for your continued support. It’s interesting that this attitude might have come from schooling. I’m not certain that the situation has changed. In my experience of teaching, there are few instance where interaction with a client is part of the curriculum. Certainly something to explore.
I agree entirely with the difficulty of writing considered responses to posts when we end up looking at so many in any given day and may not be experts on the topic. You are already doing a lot to help change that! Designers might be reminded that formulating a response, aside from encouraging more discussion, also enriches their own thinking process.
Leave a comment
Your email is never published or shared. Required fields are marked*
Please be constructive.