As a designer, I frequently ask people for their opinions of the pieces I’m working on. It’s a pretty necessary part of the design process, but the reality is that not all of the feedback people give is helpful. So, how do you know which critiques are valid, and which you should dismiss?
For years, I agonized over this question with each project. Finally, I landed on something that significantly lessened the amount of stray, irrelevant responses I received. So, here are some thoughts that have helped me over time. Maybe they’ll help some of you, as well.
The problem:
The big issue with searching for feedback is this: Once you ask someone for their opinion, they are immediately no longer your target audience.
Think about it. When you ask someone to give their thoughts on a design, you’ve just made them a part of the process, and they begin to view your work in ways that your target audience never will. Most people will genuinely want to help, and even feel pressure to do so. There’s a natural sense that, if they DON’T find something to criticize, they will be letting you down. So, they look for something, whether it’s really an issue or not, until they find it.
The solution:
In order to get more honest, unadulterated results, we need to remove the pressure to “find something wrong.” The best way I’ve found to do this is to ask more direct questions.
Ideally, I try to ask a “yes” or “no” question first (“Do you understand what this is trying to communicate?” or “Does this look like something you would wear/buy/etc?”). Depending on the response, I may move to a question with a broader answer (“What message does this send to you?” or “What feeling do you get from the colors?”). This gives people a way to respond easily, which satisfies their need to help, and doesn’t put them on the spot to find something wrong. It also allows me to get the answers I need for particular questions I have. Most importantly, it still leaves the door open for people to point out anything that truly is causing a legitimate unexpected reaction, which is what I’m looking for in the first place.
Just be careful not to be too leading. You still want to keep it fairly vague, because you can easily sway their feedback if you don’t.
For years, I solicited feedback by saying as little as possible, believing that saying too much would skew my results. I would often ask no more than “what do you think of this?” and wait for a reaction. Since using this method, however, I’ve found that the responses I receive are much more helpful. It’s a subtle change, and I hope it helps you as much as it has me.
great post man! this is super helpful. i have definitely had these same issues with my very little design and video experience in the church. this will be great moving forward.
VERY Helpful!
Great post Bryan! Very practical and easy to start implementing.
Cool! Thanks, guys. I’m glad to hear someone else might find it helpful.