Graphic designers and all the people who work in the graphic design professions participate in transforming the messages and objectives of the marketing and sales departments into logos, graphics, web pages, graphic charters, etc., powerful and easily understandable. But before arriving at a satisfactory final result, it is often necessary to present several versions which provoke disparate comments on behalf of all the people concerned: the marketing team, the team in charge of the graphic design, the sales representatives, the executives. , etc.
However, communicating effectively and clearly when giving feedback on a graphic project can prove to be a perilous exercise, and the various redesigns and reworkings can sometimes completely destroy the original idea.
So here are some tips on dos and don’ts when giving feedback on the work of your team of graphic designers that will make it easier for everyone involved to communicate and make the graphic design process smoother. fluid and more efficient.
What to do :
Master the vocabulary of graphic design
One of the most common issues that occurs between graphic designers and other members of the business concerns graphic design terminology. The more you familiarize yourself with design lingo, the more likely you are to be able to provide relevant, understandable, and actionable feedback to your designers.
Also, having too many people involved in the work review process can confuse the overall goal and slow down the project. It can also create mixed Mexico WhatsApp Number List messages for designers.
Here are some common graphic design terms, which can help all stakeholders communicate more effectively and avoid misunderstandings:
Serif and Sans-Serif: These are two different types of typography. Serif fonts, with serif, have small lines and square brackets at the end of their strokes, unlike sans-serif fonts, also known as sans serif.
Kerning: it is the adjustment of the spacing between the pairs of letters of a typeface
Widows and orphans lines: a widow is the last line of a paragraph that appears isolated at the top of a page, while an orphan is the first line of an isolated paragraph at the bottom of a page.
Be clear, comprehensive, and direct
Never hesitate to be hard on your graphic designers, while remaining constructive as much as possible.
While design specialists do all the technical and artistic work, marketing teams and strategists can provide the information and direction needed to guide their efforts. This makes feedback a fundamental aspect of carrying out projects.
In order to meet deadlines and deliver work that meets all assigned goals, feedback needs to be clear, helpful, and straightforward, although it can sometimes be hard for the graphic designer to hear.
Don’t be afraid to express your full vision. Even if you are not an expert in the field of creativity, the designer in theory has the knack for translating your contribution, whether abstract or confusing, into effective content that expresses exactly what you mean. So, whatever emotions arise during the feedback / feedback process, confidently express your impressions.
What you should not do :
Rewrite the content after finalizing the design work
Designers with a few years of experience know it well: graphic design work is never really finished. But there is no doubt that continuing to take into account everyone’s comments and feedback outside the deadlines when planning the project can lead to delays that are difficult to manage.
Although, as we have seen before, it is necessary to compile and provide all your comments on the design work at predetermined times, it is also necessary to avoid making any changes after finalizing the design elements in question. .
Most of the time, graphic designers conceptualize and create visuals or layouts based on already existing or finalized text. Drastically changing text or other content after the design has been finalized and approved can have a significant impact on the final layout or overall look of the project, and which in turn may require additional comments, and therefore lead to new modifications.
When comments are made on the design of a project, it happens that we find that the initial message is not as relevant or relevant as expected, and the question arises of repeating the text and the message entirely. Although it is a priori a good idea to want to refine or edit your text, there is no doubt that radically changing things at this stage can lead your team of designers to completely resume their work, to rework their ideas, and ultimately to have to devote more time to your project.
Critique “in a sandwich”
If you are not familiar with this expression from the United States, it is commonly used to refer to a review that has some positive elements in it, to lessen the scope of the negative comments.
Imagine a feedback like this: “I love the way you used this color palette, it makes the whole picture feel warm and inviting. And the visual components in the background are really neat. Having said that, I don’t really see any added value in this draft. “
The graphic designer will be somewhat comforted to learn that you appreciate a lot of elements in their design work, but the problem in this particular case is that the desired result is not there. This is why this so-called “sandwich” feedback strategy should be avoided, because the fact of not being 100% sincere can distract the designers in charge of the project, and make them fall apart. move away from the main directions that emanate from the comments.