DMA13 Session Highlight: Tips on Giving Feedback to Your Creative Team
Giving feedback looks easy, but it’s not. It’s best to assume every word, punctuation mark, color, font and pixel are there for a reason before giving direction. Respect your designer and creative teams, and assume that they know what they are doing and act purposefully.
This is the foundation for a good working relationship with your creative teams. Let the team explain creative decisions and ask questions and make suggestions so the writer and designer have a choice. Trust your team to do the right thing – and remember that they are relying on you to help make sure the work meets the business objectives. If there are more than a couple of notes, then TALK rather than email. Always be specific about what isn’t working – and try to differentiate client direction from your personal preference (both are valid, but in different ways).
Giving Copy writing feedback:
- Give direction rather than re-writing
- Ask questions about word choice
- Keep the edits within the copy discipline (when typos happen, it’s a reflection on the writer)
- Include examples so the writer can easily understand what you’re looking for.
Giving Design feedback:
- Focus on what you are attracted to in the first glance. Make sure it’s the primary message.
- Be specific about what isn’t working
- Keep the end user in mind. How will subscribers interact with this message.
- Decide whether your responses are personal preference or business objectives.
- Say, “I don’t like that.” (This is not helpful)
- Stand over someone while they make changes unless invited.
- Keep the objectives in mind – is this meeting the business needs?
- Think about your word choice when giving feedback
- Be specific.
- Include data.
- Involve your creative teams early and often, especially with response data and audience feedback.