So, you've commissioned a new website from a nice, experienced website design agency. The briefing process went well and after a few weeks the first drafts have landed in your inbox. They look great. But, as with all larger projects, there are a few aspects you would like to change.
But, what's the best way to offer feedback to a designer so that they understand what you need and then put it into practice? Follow a few simple principles and feedback can be a valuable stage that improves the ultimate website design.
Refer to original briefing documents
Assuming you went through briefing meetings at the start of the design process, both you and the designer will have documents for reference.
These help both you and the designer. It means that if you say "I asked for a blue border" and this is confirmed in the brief notes, then you both know what needs to be done!
Make criticisms specific
There's a tendency with some design criticism to use vague descriptions. For example, saying the design is just a bit too "airy" or "ho-hum" doesn't quite explain enough. Even worse, is to just say "I don't like it" and offer little extra.
Design is a visual language, so it's understandable that we all struggle to put into words what we like or don't like. However, try saying things like: "the font colour is too strong", or "I would like a more prominent buy button on this page" or similarly concrete descriptions.
Be polite, but don't be shy
While it never helps to be rude, you don't have to shy away from criticism. You're not grading someone's gallery artwork or commenting on their taste in clothes. This is business after all. Experienced website developers will be able to handle negative feedback - so long as it's constructive and specific.
Think business objectives
Your website has a business function - and all design should back this up. It means that asking yourself the questions "am I a fan of green" isn't as valuable as "can a customer easily make a purchase on this page".
This also leads to the next point:
Look beyond your personal taste
Of course, design is subjective. And your company has brand colours and logos to consider. But on matters of layout, colour and typography a designer's knowledge and experience usually trumps personal taste.
Avoid attacking a design
Really, you could apply this to any type of business feedback. However, if you start with an attacking frame of mind, you're likely to make the designer get defensive. At the very least, you're not likely to make as much progress as you might otherwise make.
Allow the designer to justify a decision
It may be that a designer made a choice based on a crucial piece of information - perhaps some knowledge that isn't available to you at the moment. In that case, allow the designer to explain why the design is the way it is.
In the end, if both client and designer treat each other with respect, then the feedback process can be both productive and enjoyable.