Tips for Designers on How to Deal with Negative Client Feedback

Getting negative feedback from a client as a designer can be disheartening and challenging. But it’s part of the crucial design process that, over time, makes you grow and become better. How to gracefully accept negative feedback and avoid it in the future:

Receiving Negative Feedback Constructively

Clarify right away

When you receive a poor piece of feedback, the first thing to do is clarify the issues. You should be designing with a method such as the 1-Method Concept, for which all design is done against an accepted art direction. That way both you and the client have a point of reference that’s pretty unambiguous. Number all of your proofs (1/3, 2/3, 3/3) so they’re easy to reference. Ask such specific questions regarding the design and make him sign off each proof—even if not approved—against the number of revisions left. In case you’ve lost confidence in submitting another proof, request for a call where you can go through the feedback in detail.

Understand What the Client Does Not Like

It is said that understanding what the client does not like guides you in what they do like. During a feedback session, try to design on the call and show why different elements, like a given font, cannot work. This real-time collaboration helps clear any misunderstandings and aligns your vision with the expectations of the client.

Make Discovery Calls and Use Questionnaires

Set up a discovery call and go through your client’s questionnaire to get some of the insight regarding their business, their competition, challenges, values, and goals. Put together a mood board and lock in the visual direction early, before you begin designing.

Write a Clear Outline, Create a Mood Board or Visual Strategy Brief

An approved clear outline, mood board, or visual strategy brief has to be developed by the client before proceeding with production. This should clearly outline what the predetermined objectives of the visuals are and also that have been set up by brand management. This shifts the conversation from subjective likes/dislikes to objective effectiveness/non-effectiveness.

When a client expresses dissatisfaction, refer back to the brief and previous communications. You can thus justify work by showing how it fits the agreed-upon direction. If the client still remains insatiable, maybe you should go all the way back to the planning stage and actually charge them for the extra work. This keeps both parties in check for clear and constructive communication.

Request Specific Feedback

Directly ask the client why they don’t feel their vision has been executed. Share 2-3 territory boards with the client which visualize different visions and directions for the brand. This will enable you to have a clear direction from the very outset before getting into the nitty-gritty of design work.

Stay Calm and Open-Minded

When a client says, “This is not what I wanted,” stay calm and open-minded. Ask for specific feedback to understand what didn’t meet their expectations. Discuss possible revisions and ensure clear communication to align your vision with theirs.

Detail the Brief

Always, always detail a brief in writing after a kick-off meeting. Present designs in person and go through the brief with them before the reveal. That way, it’s going to be super clear how the design solution is tied back into that agreed-upon brief.

Ask More Questions

Ask the client detailed questions on what they don’t like, any miscommunications, what they do like, and where they take inspiration from for what they like. This will help you gather perspective from the client’s point of view, thus help you tune your approach better.

Re-evaluate Your Process

Negative feedback helps a lot by re-evaluating your process and pointing out where you went wrong. Make sure you explain to the client what it is you’re going to design very clearly before you start.

Charge for Extra Work

If the client changes their mind or walks back on agreed-upon directions, he/she must be charged more for the additional concepts and revisions. This encourages them to communicate their vision effectively from the start.

Explain the Purpose of the Design

If the client is very resistant with the design, you have to sell it hard and strong to them how this can achieve their goal in the best way. Go through the pain points, and then show a way that it excites them while working toward the goal.

Detailed Feedback

Ask the client for great details in their feedback. Examples and references help to better understand preferences and can be used to further refine the creative direction document.

This involves communicating with the client on a regular basis during the design process: obtaining input and seeking approval at each step, of course. That way, nothing comes as a surprise, and the client feels part of the process.

Respond Professionally

Respond professionally to negative feedback. Outline the justifications for the design and how it meets the brief. This reiterates that you were listening to them, and makes them reflect on their feedback. It also backs you up in meeting the service requirements so they can’t try to avoid payment.

Preventing Negative Feedback

Have Honest Conversations

Ensure honest conversations with the client about their expectations. Too many cooks in the kitchen will make feedback nebulous and non-actionable. Hold workshops if need be, to align everyone’s vision.

Present Ideas in Person

For any potential scenario, present ideas in person after reviewing the brief. This ensures that the design is clearly associated with the agreed-upon direction and allows for immediate feedback and discussion.

Encourage Detailed Initial Feedback

Encourage detailed initial feedback from the client. This helps in understanding their vision and prevents major changes later in the process.

Charge for Additional Revisions

Clearly mention that extra revisions will incur a charge. It makes a client state their needs upfront in a very clear manner.

These steps lead to constructive handling of negative feedback and its prevention in the first place. Proper communication, planning, and a team approach to design would not only make the client happy but also yield well for the resulting design.