How to handle bad or unhelpful design feedback
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Picture this: You've just wrapped up a design draft, feel like you’ve nailed the presentation, yet boom—you show it to the client. But then they hit you with a “Eh, I’m not really feeling it.”
Shit. 💩😳🥺
Don't let that knock you down a peg! Today we’re diving into how to handle situations like that. I've been designing for clients in the graphic design industry since 2006. Trust me, when it comes to these sticky situations, I've been there, done that, ––got the t-shirt!
So, grab a cuppa coffee, and let's talk through some cool tricks I've picked up for dealing with those "meh" reactions, not-so-great feedback, and even those times when clients ask for stuff that makes you go… “Huh??” 😂
Let's make handling bad client feedback become a breeze!
Should You Make Changes You Disagree With?
One of the most common questions related to client feedback is: should we make changes we don’t (necessarily) agree with? Having worked with clients since 2006, both as a freelancer and an in-house designer, I’ve seen it all. Here’s my take on navigating this tricky terrain!
Understand Your Role
Ultimately, our clients hire us to guide them from point A to point B based on their needs and our expertise. All we can do is LEAD them to the finish line; we can’t make them cross it. Ever heard the saying, “you can lead a horse to water, but you can’t make it drink?” 😬
Even if we disagree with their requests, it’s not worth (our mental health) fighting over it. In the end, we still have a job to do, that they may have paid a fair chunk for.
Here’s how to handle those kinds of situations, with examples to put it all together.
What to do:
Voice Your Concerns:
If a client requests changes you don’t agree with, share your hesitations & concerns.
Example: If a luxury brand wants to use Comic Sans, explain why it’s a poor choice for their image.
Educate Your Client:
Use your expertise to educate them on why their choice might not be the best solution for their particular use-case.
It’s usually helpful to share examples or visual aids to help illustrate your point. Loom is GREAT for this!
Offer Alternatives:
If they insist on the request you disagreed with, suggest a compromise first if one is possible. Is there a way to give them what you want without the negative effects you are concerned about?
Also, before you work on that compromise, ask them what they like about their choice/request, that usually helps to find a middle ground that achieves the same goal.
Respect Their Decision:
Ultimately, design is subjective so everyone can perceive it a bit differently based on their own thoughts, opinions, context, experience, etc. and they can never know everything that you know, no matter how much education you provide to steer them away from a ‘bad’ decision.
If they still want to go with their original idea after hearing your concerns, it’s okay to just respect their decision & do it regardless of how you feel about it. You’ve given them the information they need to make an informed decision, and that’s all you can do. This project is for their business, and even though it may mean that this project can’t go in your portfolio if you fulfill these requests, that’s not a reason to give them a bad experience with you, or potentially create an actual problem (ie: client stops the project, requests a refund, leaves bad reviews, ruins your reputation, increased stress & negativity, etc).
Remember, they’re paying for your services, and ultimately, we are there to serve them; if they reject our expertise that’s not our problem. Just make sure you document the conversation, –just in case!
Example Scenario:
Imagine a client insists on using Comic Sans for the font in their luxury handbag brand. Here’s how you could handle it:
Voice Your Concerns:
“I realize that you like Comic Sans, but I don’t think it aligns with the luxury brand image or vibe that you’re looking for.”
Educate:
“A font like Comic Sans looks more childlike and casual. It would definitely undermine the sophisticated look you’re aiming for, so let’s consider some other options that still help your brand convey elegance.”
Offer Alternatives:
“What specifically do you like about Comic Sans? Maybe we can find a similar but more suitable option that does both!”
Respect Their Decision:
If, after all of that, they still want you to use Comic Sans, you’ve done your part by advising them as best you can, by sharing your concerns, offering alternatives, and helping them to make a better decision. Ultimately though, it’s their choice.
If their decision is particularly concerning, make sure you document your recommendations & their decision to ignore them. Covering your ass for just-in-case situations is never a bad thing & hopefully you’ll never need it!
The takeaway:
Balancing client satisfaction with professional integrity can be pretty challenging at times, but it’s doable. With time and experience, you’ll get better at navigating those situations. Like building a muscle, each time you work it, it will get stronger! Remember, just because they paid for your help & expertise doesn’t always mean they want to accept our opinions if they disagree with us, so they should get to make the final decision.
Handling Unhelpful Feedback
We aren’t mind readers, so we may not always hit the nail on the head on the first try. Revisions, amends, feedback, compromise, negotiation, and constructive criticism are literally part of the job & come with the territory.
That being the case, dealing with “meh,” or unhelpful feedback is a crucial part of our job as designers, because when it boils down to it, we’re creative & visual problem solvers.
However, in order to solve problems effectively with creative visual solutions, we need to understand what the problems are (throughout the process) and also how to navigate new issues that may come up during the drafting &/or editing phases of our projects.
Here’s how to navigate those tricky conversations and turn them into productive discussions!
Meet Face-to-Face
The easiest way to address feedback is through a face-to-face meeting. Whether it’s over Zoom or in person, seeing their facial expressions in real-time, is key. Here’s why:
Understanding Our Jargon: As web designers, we’re typically familiar with terms like font, typeface, vector & raster, SEO, CTA, landing page, sales page, file formats like JPG or PNG, and what an email list is, ––but our clients probably aren’t. This can make it hard for them to articulate their thoughts, if they’re not sure how to tell you want they do/don’t understand, or what they want/don’t want.
Reading Body Language: Clients might also feel nervous about giving us negative feedback. Facial expressions and body language can reveal their true feelings even if they don’t have the right words for them.
What to do:
Schedule a Meeting:
Set up a Zoom call or meet in person to discuss feedback together where you can easily watch their body language & facial expressions. You don’t have to be an expert in this to know when someone feels unsure about something.
Observe and Ask:
Watch their reactions as you review the project and look for signs of concern, fear, confusion, and other hesitations, such as a glazed look (overwhelmed), wider eyes (concern/fear), furrowed brow (unsure thoughts or dislike).
If you see some form of hesitation, stop & address it immediately. “I see that you made a face here. (giggle 🤭*) That’s okay! Is there something specific you’re feeling unsure about in this part?”*
Encourage Honesty:
Open the door for them to share & volunteer their thoughts. “I want to make sure you’re happy with this too! Is there anything you don’t like about this draft?”
Example Scenario:
I was working on a project once where my client loved the photo concept initially, but later decided she didn’t like the patterned wallpaper in the background of the picture. During our meeting, I noticed her hesitating when we got to that section before she said anything and when she did share her thoughts she wasn’t able to explain what she didn’t like right away so it took a couple of swapped images to figure it out. Here’s how to handle a situation like that:
Acknowledge Hesitation:
“I can tell that you’re hesitating on this section. Do you want to try a different image here?”
Discuss Specifics:
After a couple of no-go tries, she realized what specifically she didn’t like: the pattern of the wallpaper felt too busy for her, so we removed the photo from the background & went with a solid but bright color instead.
By being empathetic & willing to try a couple options first, it helped her to pinpoint her concern so we could find a solution that we both liked!
Digging Deeper
Sometimes, clients might say things like “it’s fine” or “it’s okay,” which aren’t really definitive or helpful answers because that kind of feedback does not sound confident. Here’s how to dig a little deeper:
Ask Specific Questions:
“Okay! Is there a particular section you’re not thrilled about?”
“I’d love for you to be excited about it, so what would help you feel more excited about this design? What concerns do you have about it so far?”
Identify Their Concerns:
Are they worried about being able to use or edit it themselves? (ie: complexities)
Are they confused about why you’ve included a specific feature or used a particular design style?
Ask questions to help them find the root of their concern or hesitation.
Handle Hesitation
Clients might not always know how to express their concerns with us, so when (not if) that happens it’s up to us to help them articulate their thoughts and ensure we’re meeting their needs. Designers are a dime a dozen, but designers who LISTEN and pay close attention to how our clients are feeling, is not. Everyone wants to be heard, so listening & empathizing with their concerns, needs and desires will create super-fans & very happy clients!
Acknowledge that Feedback is Okay:
“It’s totally fine if you don’t like something, just let me know and we can figure out how to fix it so you’re happy with the changes!”
Clarify and Correct:
If they’re not happy or satisfied, it might be because we missed the mark. Take responsibility and find out how to move forward in the right direction with something like, “I’m sorry you don’t love it! I must’ve misunderstood what you wanted, so let’s talk through it and figure out what needs to change so you’ll love it too!”
The takeaway:
Handling feedback is about creating open communication with lots of understanding and empathy. By being proactive and empathetic, we can turn negative or unhelpful feedback into an opportunity for improvement and still make our client happy! Remember, constructive criticism is a natural part of the process and the more we practice, the better we’ll get!
Handling Bad Feedback
Communicating about bad feedback from clients can be really tough, but it’s essential to keep the project on track or the relationship from completely souring. Here’s how you could handle it more effectively.
Address Hesitancy
When a client gives you waffly feedback, it usually means they’re unsure of what they think OR they’re unsure how to tell you they don’t like it. Here’s how to approach this issue:
Acknowledge Hesitancy:
“I’m sensing some hesitation about this. Let’s figure out what you’re stuck on to make sure we’re on the same page before moving forward, because I don’t want to waste any time on the wrong things.”
Validate Their Feelings:
“I understand why you might feel hesitant about ______. Let’s talk through it and try to figure out what specifically makes you feel that way, so I can pinpoint the problem and fix it before moving on to the next part of the design.”
Open the Door for Feedback
Encourage clients to share their real thoughts by asking open-ended questions (that are less likely to get just a ‘yes’ or ‘no’ answer):
Ask Specific Questions:
“What are the specific things you don’t like here? Is there something you’re stuck on visually? Are you unsure about a particular color or pattern? We can swap out any photos easily, if you know what you’d like to replace them with!”
Create a Comfortable Space:
“I’m totally open to your feedback, so please feel free to tell me what you really think! There’s no such thing as a “stupid” question here, either.”
Real-life Example
A few years ago, I worked on a one-page website with a client. On the discovery call she seemed really clear about what she wanted, but when I submitted the first draft she said I’d done “exactly” what she wanted & she wasn’t happy with it. 😄 After several revision rounds, I had completely redesigned the 1-page website multiple times & she didn’t like any of them. I realized at that point that either we just weren’t the right fit for each other, or she really didn’t know enough about what she wanted to communicate that with me & we’d be stuck until either I could help her figure that out or she could figure it out herself & communicate it better. We ultimately decided to end the project & walk away.
Here’s how to handle a situation like this:
Accept Feedback:
Client says something like, “I don’t like it. There’s way too much of my brand’s blue in here and it feels too monochromatic. I know that’s my brand’s color palette, but after seeing it, I just don’t like it. I’ve sent a mockup with some notes on what to change, including some font size & spacing stuff.”
You replay with something like, “I understand. Let’s talk through those suggested changes so I can figure out how to fix it. Are you open to introducing other colors to the palette? Or not using brand color overlays on the images? I think that would help ease the monochromatic look that’s bothering you!”
Discuss and Adjust:
“What do you like and dislike about this revised version? I fixed X, and Y here. With Z I was able fix _______. Do those changes work better for you?”
When Things Don’t Work Out
Sometimes, despite your best efforts, a client might decide to walk away for one reason or another. Here’s how you could handle that:
Acknowledge Their Decision:
“I’m sorry to hear that! Is there anything I can do to fix this issue? Let’s have a discussion; I’m open to your feedback! Do you have time to hop on a call before you make a decision?”
Know When to Let Go:
If the client insists on ending the project, and the relationship has started to sour or this client isn’t your ideal/dream client, it’s probably best to just respect their decision.
You can say something like, “I completely understand. It seems like we’re just not on the same page & you might find another designer who’s a better fit for this project. I wish you the best of luck!”
The Takeaway:
Handling bad feedback requires integrity, empathy, patience, confidence in yourself, and good communication. By addressing hesitations, encouraging open discussions, and knowing when to let go, you can handle these challenging situations more effectively. Remember, it’s about maintaining professionalism and ensuring both you AND your client are satisfied with whatever the outcome is, even if you part ways.
Delivering Constructive Criticism Effectively
The last thing I want to share is how to deliver feedback, or discuss requests you don’t totally agree with. This is a popular question, but there's a straightforward approach that works really well and it’s typically also used in the corporate world: the cookie sandwich method.
The cookie sandwich method is all about layering your opinion/feedback with positives around the criticism (negative). Think of it as a cookie sandwich—positive, then negative, then positive!
The Cookie Sandwich Approach
When you get feedback that you don’t agree with, here’s how you could handle it:
Validate Their Feedback = Positive
Start by confirming that you’ve heard their request. This makes your client feel valued and heard, which is crucial for maintaining a good client relationship.
Example: “That’s a good point, thank you for pointing that out,” or “That’s an interesting idea.”
Express Your Concerns = Negative/Criticism
Politely express why you don’t think their suggestion is the best option. Use your expertise to explain your reasoning & how it might negatively affect their goals.
Example: “I’m not sure that’s the best option, so I can’t recommend we use that font specifically. Comic Sans doesn’t convey the luxury feel you’re aiming for.”
Offer Alternatives = Options/Alternatives
Suggest a compromise or alternative that aligns better with their goals, to show them you still heard what they asked for & are looking for ways to implement what you can while keeping your concerns top of mind.
Example: “What if we used a font with softer, rounded corners to achieve a similar look, but chose a font without the more playful elements of Comic Sans? Maybe something like Quicksand or Proxima Nova Soft instead?”
Leave the Decision to Them = Turn it back on them
Ultimately, it’s their project. Let them know you’re willing to go with their choice, but you’re providing your expert opinion first to help them make an informed decision.
Example: “It’s your decision. Let me know what you decide!”
Find another compliment = Positive
Example: “I’m glad you asked; I’m happy to talk about it with you!”
Example Scenario:
We’ll reuse our first example. Imagine (again) you’re designing for a high-end leather handbag brand, and the client wants to use Comic Sans. Here’s how you might handle it, specifically using the cookie sandwich approach:
Positive:
“That’s an interesting idea,”
Constructive Criticism:
“But I don’t think Comic Sans will help us achieve the luxury feel we’re going for. It doesn’t align with the business goals we’ve discussed so far, unless those have changed.”
Alternative Suggestion:
“How about we try a font with rounded corners to give a softer feel you’re looking for, but without the playful vibe?”
Positive:
“I’m so glad you brought this up! Even though I think your initial suggestion might not be the best option available, I do think we can find a good compromise to fit your goals. It’s a good challenge!”
The Takeaway:
Using the cookie sandwich approach helps you handle feedback you disagree with in a way that maintains a positive relationship with your client. By validating their input, providing expert advice, and suggesting alternatives, you’ll show that you’re listening and are committed to making them happy while also working with their best interest in mind. This method helps us navigate tricky feedback situations while keeping the project on track and helps keep your client happy!
Improve with Experience
If you’re new to design and working with clients, navigating constructive criticism can feel tough for a while at first. But trust me, it does get easier with practice! Think of it as a muscle you’re building that will get stronger with more use. After some time and more experience, you’ll get stronger and better at giving and receiving client feedback.
Here are a few bonus tips:
Practice Makes Perfect:
Try different ways of responding to feedback with various clients. See what works best for each situation.
If you write or say something that worked well, write it down somewhere so you don’t have to ‘remember’ it word-for-word later!
Learn from Each Experience:
Pay attention to how clients react as you present your ideas and feedback. Being aware and sensitive to what your clients are feeling will help you improve your delivery and make your clients happier because they will feel like an important part of your design process.
Be Patient:
Don’t be hard on yourself if it feels challenging at first! Receiving criticism on something you poured hours of work into is not always easy. If the feedback you receive isn’t what you hoped for, it’s nothing personal against YOU. Design & are art subjective forms of work, and in this scenario, you & your client just don’t like the same things. That’s okay! You don’t have to (& shouldn’t) put every single project in your portfolio, so this might not be one of those portfolio-worthy projects. 🤷♀️
Everyone goes through this learning curve. The more you do it, the better you’ll get!
Remember, you’re not a bad designer just because you’re still learning. Everyone starts somewhere, and every bit of feedback helps you grow. The more you practice, the more confident and skilled you’ll become! Even the most high-level designers make mistakes or have a one-off project that didn’t “nail it” or that they aren’t happy with. 😉
