How to Give Feedback About Your Brand Designs
Revisions vs Refinement
I like to think of the changes we make after the first round of design as "refinements" rather than "revisions". The word revision implies that what is presented is assumed to be flawed and I don't want to begin our process with the implication that I won't take every measure to present a solution that is close to just right. The word refinement is defined as the" improvement or clarification of something by the making of small changes" which better illustrates how our collective thinking should be. The feedback process is t positive collaboration and thoughtful discussion — you are encouraged to analyze the design to find what is working so it can be enhanced to make the designs even better.
Questions to Consider
There are only two important questions I'll send when requesting feedback on your branding:
1. What aspects (font, color, illustration, etc.) of this design will resonate with your target market and why?
2. What aspects (font, color, illustration, etc.) of this design could be improved upon for your target market and why?
It is important to keep personal preferences at bay and always keep your target market at the fore-front of your feedback. Our goal is to create a brand solution that attracts your people. That being said, you should love your brand so if you're allergic to the color blue — please indicate that in your branding questionnaire so it can be avoided.
Once you've answered the two important questions we'll hop on a phone call to discuss your feedback and talk through the strengths and weaknesses of the brand. Know that often a series of small tweaks can push a "not quite there" brand over the line into a winning solution. New insight is often gained on this phone call and it's my job to listen and consider how any new information can be used to strengthen the concept. It's important we keep discussion open, honest, and always based on serving the best interest of the brand strategy and target market.