The Art of Critiques

I respect a person that can give / take criticism well.  It usually means they are open minded, mature and don’t have an ego too big to fit through the door.  And that’s the type of person I not only want on my team, but the type of person I want to be as well.

Giving / taking criticism well is an art.  (Which is why it’s a great quality in a leader.)  So what does it mean to participate in a critique?  Everyone has the same, clearly defined expectations.  Everyone enters the space (whether it’s in person or online) with the same rules: be professional, don’t take criticism personally, base critique on the original scope of work, and provide valuable feedback that leads to improvements.  What a wonderful world that would be!

How do we make this happen in the workplace?  In a world where everyone has different backgrounds, agendas, and deadlines it can be very difficult to make a critique that successful.  That’s why I believe so strongly in what my mom continues to call a “point of reference” in conversation.  It’s important to slow down and make sure we’re communicating effectively.

The following are tips for clients to make the most of critiques (or providing basic feedback), but I welcome any additions you have:

1. Assess the level of expertise of your audience

Are you working with: an experienced creative, familiar with your industry; someone at the beginning of his design career; or someone representing the designer, who might have little to no design experience?  The way you provide feedback should be based on the person to whom you are speaking.  Someone with many years of experience will receive feedback differently than someone at the beginning of his career.  

2. Guage how your feedback will be received

This is very similar to #1 because you’re tailoring what you say to your specific audience.  However, instead of level of experience, we’ll focus on the actual person to whom you’re providing feedback.  

I’m a huge fan of Cesar Millan, the Dog Whisperer.  He can sense the energy of a dog without hesitation.  This is a talent we must have when providing feedback, in relation to people, of course.  Be sure you tailor your feedback to the person, and their state of mind.  If you provide harsh criticism to someone on edge, it is not likely to be well received. And then the project can quickly derail. 

Remember, it’s a collaborative effort.  You don’t want to be the client who waits to provide feedback until the last minute, and then expect the creative to work a miracle in 24 hours.  I say this because I have been on both sides of the equation, and it makes for a challenging relationship–one that is not likely to be long term, and that hurts both the creative and the client in many different ways.

3. Make sure you’re not providing feedback just to feel valuable

Some people make the mistake of suggesting changes because they feel that’s what they have to do.  This is usually an ego problem, and not really a design problem.  (And yes, I’m calling it a problem and not a challenge.)  Some clients feel the need to suggest changes because they have been asked for feedback.  Just because you’ve been asked for feedback doesn’t mean that you now have to provide direction that leads to a complete rework of the project.  If you like it the way it is, tell the creative that.  This happens so rarely, they would likely be ecstatic!  But keep in mind, creative work is a strategic, collaborative effort.  Take the time to think about your response before you quickly sign off.  You may feel that it’s perfect right now because it’s 4:45pm, but tomorrow morning you might come in and see a few things to tweak.  Be sure you give yourself enough lead time to help you both do your best work.

4. Base your feedback on the original scope of work

Filling out a creative brief is a way that agencies and freelancers make sure they keep the project on track.  I know the value of a creative brief because I’ve seen clients change direction time and time again.  The creative brief helps the client and creative stay on track.  It’s unfair and unfortunate that some clients judge the creative work based on their own changed expectations.  Clearly defining expectations–in written form–will help everyone succeed in the end.  

If you have additions of your own, please add them! I’ll soon provide tips for creatives to make the most of critiques. Stay tuned.