Criticism: The Key to Designer Success

Published December 08, 2018
Tags: design basics

Criticism can be tough to deal with. Nobody really wants to be told that what they've done isn't good enough or that their time might have been wasted. However, any experienced designer will tell you the truth straight up: a designer that can't take criticism won't survive their first month of work. The ability to accept criticism, evaluate its intent, and iterate on that feedback is key to making the best product possible. So for those fresh-faced freelancers looking to get started in the industry, here are a few tips for improving your ability to both give and receive feedback.

No, we're not sadists

It's no secret that designers have a reputation for being blunt with their feedback. We're known for being thick-skinned people, but it's not because we enjoy hearing people tear us down. It's because we want to create improvement as fast as possible and recognize that nobody gets it right on the first draft. Yes, you can sing me praises about my work until the proverbial cows come home, but what good will that do me? To be frank, 99% of the time we're working on a deadline and time is money. We don't really want to talk about the proverbial flowers in the field; we just need the proverbial cattle back in the proverbial pasture because we need to put some proverbial steaks on the proverbial grill by yesterday. Yay proverbs.

The reason we can just take it on the chin and work with the feedback we receive is simple: we recognize that it's not personal. When we give feedback, we aren't telling you that you're bad and that you should feel bad. We just know that things are bound to be a little rough around the edges, and a sharp file will clean things up much quicker. For that reason, I don't expect you to coddle me when the first draft wasn't great. I just want to identify the good and the bad so I know where to improve the product.

Censorship makes awful feedback

I hate hearing the phrase 'It's perfect!' during proofing meetings. Almost every client I've ever worked with has used it, and every time a red flag started waving in my subconscious because I know with certainty that the next word they utter will be a 'but'. Not only does that send a mixed signal to me as a designer, but it's also an annoying misuse of the term 'perfect'. I get that people want designers to feel good about the work they do, but it's just not useful feedback.

I don't want my clients to leave the table with a product they aren't happy with, but it has happened because they didn't like they style but weren't willing to say it to my face. I've also had horridly embarrasing typos go to press that co-workers admitted to seeing in proof but didn't mention because they weren't sure if the error in question was actually a typo. Both of these are definitely not good things for any party involved. So, second tip: Don't be shy.

If something catches your eye that makes you question it, just ask the question. Don't worry about how stupid it sounds in your head. On that same token, If you don't like it or think there might be an error/ weird issue/ social faux-pas/ unintended innuendo, just say it. Whether it's a matter of taste or ignorance or just poor design choices, we need to know. If you as a designer are unsure about something in your work, bring it up and have them weigh in. If you noticed and nobody else did, it may not be a problem after all. If somebody else noticed, then it's definitely a problem.

Build 'em up, break 'em down

Remember, the point of all of this is to create constructive criticism. Yes, we're going to look at individual pieces of the product, but what we're really after is the intent behind the criticism. If I don't like something you put in front of me, you're going to hear it. However, the next words out of my mouth will always be why—and that's the key.

When you are part of any proofing or feedback cycle, make sure you give reasons why you like/ dislike something. On the flipside of that token, look to understand the reasoning behind feedback you are given. Some people are really good about sharing their reasoning, but others will need a little coaxing. It is often the case that a small adjustment will fix an overall design even though your critics will only tell you that they dislike the whole thing.

As a final note, I also find it useful to point out the things that I don't want the designer to change. Knowing the high points in a design is just as important as knowing the low points, and sharing that information both provides a fulcrum to build around and gives them a little dose of serotonin. Trust me, all of us deserve a little more serotonin.