How To Provide Effective Feedback

February 26, 2024
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Effective communication is key to the successful collaboration between you and your design agency. Providing clear, constructive feedback can significantly influence the outcome of your project. Here are steps and examples on how to offer feedback that is both beneficial and actionable.

1. Start with Clear Objectives

Before beginning your project, outline clear objectives and share these with your design agency. This sets a benchmark against which all designs can be measured.

Example: If your objective is to increase user engagement on your website, mention this goal upfront. When reviewing designs, you can then focus your feedback on elements that directly contribute to or detract from user engagement, such as ease of navigation or the clarity of call-to-action buttons.

2. Be Specific and Detailed

Vague feedback can be confusing and unhelpful. Instead, be as specific as possible about what you like, what you don't like, and why.

Example: Instead of saying, "I don't like the color scheme," say, "The current color scheme feels too bold for our brand's calming and serene image. Could we explore softer, pastel colors?"

3. Use Examples

Providing examples can help clarify your feedback and give the design team a clear direction.

Example: If you're unhappy with the layout, share a link to a website whose layout you admire. Explain what aspects of that layout appeal to you and how they might be integrated into your project.

4. Focus on the Problem, Not the Solution

While you might have specific changes in mind, try to focus on the problem areas and allow the designers to come up with creative solutions.

Example: Instead of saying, "Move the call-to-action button to the top right corner," you might say, "The call-to-action button isn't prominent enough. How can we make it more noticeable?"

5. Provide Balanced Feedback

Remember to highlight what you like about the designs as well as what you don’t. This balanced approach encourages your design team and makes them more receptive to your critiques.

Example: "I really like the font style you've chosen because it enhances the readability. However, the current color palette doesn't align with our brand identity. Could we revisit the color choices?"

6. Use "I" Statements

To avoid sounding accusatory, frame your feedback from your perspective using "I" statements.

Example: Instead of saying, "You've missed the mark with the homepage design," say, "I feel the homepage design doesn't yet capture our brand's essence. Could we try incorporating more elements that reflect our core values?"

7. Encourage Collaboration

Invite your design team to share their thoughts and solutions. This fosters a collaborative environment and often leads to more innovative outcomes.

Example: "I'm not sure about the visual hierarchy on this page. What are your thoughts on how we could improve it?"

Emphasizing Feedback Cycles at Square Waves

At Square Waves, we understand the pivotal role that feedback cycles play in achieving the perfect design outcome. To facilitate this, we've integrated structured feedback cycles into our project management approach. We provide our clients with specially designed forms that guide them through the process of offering detailed, constructive feedback. This ensures that even those new to working with a design agency can easily articulate their thoughts and preferences, making the collaborative process smoother and more effective. Our commitment to open communication and mutual understanding underscores every project, ensuring that your vision is realized with precision and creativity.


Providing constructive feedback is a skill that enhances the collaborative process and ensures the final product meets your expectations. By being clear, specific, and supportive, you create a positive environment that encourages creativity and productivity. Remember, your design agency is your partner in this creative journey, and effective communication is the bridge to achieving your vision. At Square Waves, we're dedicated to making this journey as seamless and rewarding as possible, with a focus on feedback cycles that drive superior design solutions.