HOW TO GET THE MOST OUT OF CLIENT FEEDBACK
HOW TO GET THE MOST OUT OF
CLIENT FEEDBACK
WNW Members #1395 Breanna Radermacher and #5602 Jen Serafini are designers on a mission to pay it forward. They've joined forces as co-founders of Be Free, Lance, an online course for designers who want to build a successful business from the ground up. The next session begins on June 1st and registration is now open. You can learn more about what the course entails right here. Last week on Free Range, Jen covered the importance of creating successful project proposals. This week, Breanna offers insight into getting the most out of client feedback.
Last week, we chatted about the importance of creating successful project proposals to make sure that expectations are set and understood up front. But when you’re in the thick of the design process, gathering helpful feedback from clients is another pivotal moment that can make or break a project. Think about it this way — you’ve already strategized, conceptualized, designed, refined, and created a killer presentation of what you believe to be the best solution. And although you may be extremely proud of the work shown, everything can fall apart in an instant if you don’t handle the revision process in a professional and educational manner.
So how do you facilitate appropriate feedback? Be a leader. I always like to start off with a strong presentation. Instead of just showing my clients something pretty, I give them some context as well. That way, they are learning about why I made certain design decisions while also being reminded about the original objective. For example, I may present a logo concept and also state the following: “Because we wanted to convey your outgoing personality, I used a bold and modern typeface. It’s solid, strong, and can stand the test of time, just like you. The composition, however, remains simple so that your branding does not detract from your beautiful artwork.” By shedding a little light into the thought behind a design, the client will better understand what they are looking at and be able to provide better feedback.
But educating your client doesn’t stop there. At the end of my initial presentation, I always provide a guide for feedback. I’ve found that more often than not, clients don’t have experience in giving critique, so it’s best to help them out from the get go. If you just say “What do you think?” there’s no telling what you’ll get in response. But if you outline some questions for the client to run through and consider, they instantly have a cheat sheet on what to look for. For example purposes, here are some questions that I ask most clients after they’ve seen their initial designs:
Is your gut consistently drawn towards one direction? Ask yourself this same question over the next few days.
Do you feel the typography represents your brand voice, in wanting to achieve something that is (put descriptive words about their project here)?
Do you feel that the overall tone is inline with your target market and what they’re attracted to? Remember, we wanted to go for something that was (put descriptive words about their target market here).
Do you have any other comments or things you’d like to see changed?
As you can see, most of these questions are structured in a way that helps remind the client about their original objective. It’s easy for clients to begin sharing their stream of consciousness without giving much thought to the strategy behind a design, so it’s important to guide them into it. And these questions do just that! But if you’d like to take things a step further, you can also give them examples of good and bad feedback, just so they have a starting point. For example, plain statements like “I don’t like that blue” aren’t helpful, but explanatory statements like “I don’t like that blue because it feels too childish” are.
If you find yourself receiving bad feedback, or even feeling like a design puppet (which is the worst), take a look at your revision process and evaluate your communication with clients. At the end of the day, feedback is a collaborative process, and if you are leading confidently while listening closely, things tend to go a lot smoother.
Bre Radermacher's Work:
Are you a WNW Member with new work, exhibits, products, or news to share? Email us.
DRINKING NOT DRINKING: CHICAGO
DRINKING NOT DRINKING:
CHICAGO
The Drinking Not Drinking tour continues! The next stop was Chi-Town where WNW Members #3868 Amy Schwartz, #1210 Jenelle Huddleston, #5602 Jennifer Serafini helped organize and host. Big thank you to WNW Member #597 Lucy Hewett for being our photographer for the evening.
Open to both members and friends, DND x CHI had a strong showing with the consensus that networking is best done in a relaxed way, over beers. Networking not networking, anyone?
The ladies gave us a recap of how it went, getting us even more excited for future events to come.
Drinking Not Drinking Chicago went really well!
It was great to meet people in person that I only really knew from the Internet. I always feel slightly awkward about things like that, but once you get talking you remember how cool and welcoming creative communities are. I'm used to admiring work from afar, so this was an awesome chance to learn about the person behind it.
We had a great mix of skills and backgrounds. Copywriting, photography, Illustration, all forms of design, people who felt strongly about the Wu-Tang Clan, people who apparently don't know enough about the Wu-Tang Clan...everything was represented. I'm so glad we got the chance to pull everyone together though, I definitely came out with a few more friends, and I'm excited to see them around town!
Plus, The Rocking Horse was a fantastic location – I had never been there before but I will definitely be back now. Partially for the back patio, mostly for the tater tots.
Jen Serafini adds, So many people came up to me and said how much fun it was and how'd love to do more of that. Networking can be so overwhelming and expensive, that just getting together for beers is ultimately the best way to do it. :)
ON CHICAGO: AMY SCHWARTZ
ON CHICAGO:
AMY SCHWARTZ
WNW Member #3868 Amy Schwartz's profile background pretty much sums her up: bubbly, colorful, with just the right amount of whimsy. A designer by day and professor at night, Amy is hugely involved in the Chicago creative scene, a supporter of AIGA and co-founder of Liminal Space, an open studio for design-focused programming. If you make it to our upcoming Drinking Not Drinking, be sure to give Amy a hug as she's been the force behind organizing it, along with Jen Serafini and Jenelle Huddleston.
A lifelong midwesterner, Amy shares her love of Chicago and almost makes us forget the winters and want to move there. WNW Member #597 Lucy Hewett brings Chicago to life with her photographs.
Tell us a bit about yourself and what you're currently loving:
I’m a lifelong Midwesterner who is finally settled back in Chicago after a two year stint in Detroit. I am an interaction designer/graphic designer/illustrator by day and a professor at DePaul University by night. I recently received my MFA from the Cranbrook Academy of Art, which I mention because it was the most amazing experience of my life and I highly recommend it to anybody interested in deepening their studio practice. It definitely shaped the the way I work, how I think, and what I value.
Things I am currently loving, in no particular order:
1. The soundtrack to It Follows by Disasterpeace
2. Lusting over furniture by Eric Trine
3. Fresh carrot juice
4. Spider Gwen
5. The growing trend of self-initiated, unaffiliated design happenings and exhibitions.
Why did you move to Chicago?
I grew up in the south suburbs of Chicago, so it has always been home to me. When college rolled around, I only applied to schools within Chicago– I knew that if I wanted to make it as a designer, then I had to connect with a vibrant creative community before graduation, not after. I wanted to meet working designers, attend AIGA events, be near all of the city’s amazing museums, and have a shot at great internships. I also loved coming to the city as a kid, because everything felt so lively and authentic. I knew I wanted to experience that every day. I moved back to Chicago after finishing my MFA because my husband is here, but I definitely loved my time in Detroit.
How does the city inspire you?
Chicago is a classic, midwest city full of hardworking, honest people. I’m constantly inspired by the quality–and amount– of killer work that people are producing here. I feel like I need 30 hours in a day to keep up! The people here are genuine and they are so passionate about what they do, whatever field they are in. I’m also inspired by the city itself. Chicago is called a “city of neighborhoods”, and each neighborhood has a very distinct character. Even though I’ve lived here for 6 years, I still feel like there is so much left to explore.
Tell us about Chicago’s creative scene.
Chicago’s creative scene is active, lively, and welcoming. It’s not a small scene by any means, but everyone here knows each other, or at least knows of each other. It’s inspiring, because anyone you admire is just one introduction away. Once you’re introduced to that person, they’re likely going to become one of your friends, mentors, or at the very least an ally in the community.
There’s always some event going on, from designer talks to gallery shows, to city-wide programming like Chicago Ideas Week. There’s programming for everybody– and if you think there is something missing, it’s easy to make it happen yourself. That’s why I began Liminal Space, a series of programming focused on experimental design practice, last year with support from AIGA Chicago. If you put something out there, the community will support you and help it grow.
What other creative organizations do you recommend?
AIGA Chicago is incredibly active and they strive to host a wide range of engaging events, from mentorship groups to studio tours.
The Society of Typographic Arts is Chicago’s oldest professional design association, and they also have some quality events.
Other amazing organizations here include:
What are your favorite things about living there? What are some challenges?
My favorite things about Chicago:
The summers, the people, the juxtaposition of quiet neighborhoods and active strips of city, the ability to have any cuisine for any meal, the lakefront trail, the comfortable yet exciting pace of life.
My biggest challenges:
The winters, having to rely on a CTA bus, saying goodbye to everyone who moves to San Francisco.
What are some neighborhood spots that you love?
Rocking Horse is one of my favorite places to get dinner and a drink with friends. All of their food is amazing, they have a killer beer list, and they have chimichurri tater tots. What more could you want?
Ground Control is a vegetarian restaurant that I tried recently and fell completely in love with. I had smothered sweet potato tacos, and I want them to be my last meal before death. Highly recommended to all vegans and vegetarians.
Challengers Comics is a fantastic comic shop with a super friendly staff and great events, like artist signings.
Gaslight is a great place to grab a coffee and some beans to bring home.
Boiler Room Pizza is my circle’s default party spot. Amazing pizza by the slice, Jameson on tap, and great beers.
Any WNW members whose work you admire?
Lucy Hewett, Mikey Burton, Leta Sobierajski, Chuck Anderson, Kate Bingaman-Burt and Shawna X.