How To Get The RIGHT Feedback From Your Clients

Time and time again as designers no matter how much instruction we give our clients, it just isn't enough.  First drafts and comps with design concepts are repeatedly mistaken by clients as the fully developed design.  How can we as designers help our clients understand that our first drafts are just that... DRAFTS?  Getting the right feedback requires a little extra effort, but in the long run, it is worth it!

The following are guidelines to help get the correct feedback from your clients.  This is assuming you have already been through the consultation process with your client, defined the goal and message the client wishes to project in order to help you come up with a solution.

1.  Provide Instructions - Create an email that can be easily altered for each project that outlines what to look for, how to envision the design with or without certain elements, how it can be rearranged, adjusted in layout, fonts, color, size, etc.

2.  Create a List - Provide a numbered list in which your clients answer under each item.  This allows you to get the feedback you need to further develop your design. On occasion, clients will skip over questions and not answer them all.  Make sure your list is numbered and if one does not get answered, re-send it.  Let your client know that all questions much be answered before the next draft can be created. Explain how providing detailed feedback reduces error and keeps the project on schedule and within budget.

3.  Ask Questions - Include questions when asking for feedback that leads your client to answer the most important questions like:  Does this meet your goals? Is this heading in the right direction?  Does the design send the correct message? Why? Why is the most important question because it encourages your client to provide more details.

4.  Demand Honesty - Encourage your client to be honest and spare no feelings.  Nothing is more important than your clients being direct and completely honest with you. Being blunt will save a lot of time and headache.  Push your ego to the side and step up your game if you have a client that says "This sucks."