Hello! I am Maxim Kudashov, Design Director in the Department of Communications and Marketing at Gazprombank. Every day I work with designers and I know that feedback is not just a process, but an art form. Especially in a creative environment, where each layout is almost a personal story.
Feedback can be inspiring or frustrating. Here are some practical tips to make it a tool for growth, not a source of stress.
1. Build trust from the first meetingFeedback without drama
“Feedback is not a monologue, but a dialogue.” For a designer to hear you, there must be trust. And no, this is not about “let’s be friends.” This is about a sincere interest in the person and their work.
How to create an atmosphere of trust:
· Conduct personal 1:1s. Discuss not only current tasks, but also the designer’s dreams, goals, and ambitions.
· Be transparent. Show how the designer’s work influences the final result, whether it’s numbers, client feedback, or the team’s opinion.
· Analyze successes. After each project, conduct a retrospective: what went well, what needs to be improved.
Starting question: “How do you evaluate your own work? What turned out great, and where could it have been done better?”
2. Sandwich: Not Just for LunchFeedback without drama
The sandwich technique is a classic: start with praise, then constructive criticism, and end on a positive note. It sounds cliche, but it works.
Example:
· Compliment: “This banner is bright and noticeable. It catches the eye perfectly.”
· Criticism: “But the text on the banner is still lost. Can it be made more contrasting?”
· Positive: “If we finish this momentFeedback without drama, it will be just super! Great job!”
The key here is sincerity. If you start to falsely praise, it will be felt immediately.
3. Move away from abstractionsFeedback without drama
Phrases like “This is bad” or “Redo it” cause stupor. Designers want to understand what exactly needs to be improved.
Focus on specifics:
· Show examples: “Here’s a similar case where the lesotho business email list promo tag looks better due to the contrast.”
· Make decisions: “Maybe we should try increasing the font size by 20% or adding more space around the tag?”
The clearer you explain, the faster the result will be.
4. Criticize the design, not the personFeedback without drama
For a designer, his work is part of himself. Criticize the layout, not the person.
How to speak without offending:
· Facts instead of judgments. Instead of “You made joining a digital agency everything cluttered,” say “The elements in this block seem overloaded.”
· Empathy. For example: “I understand that overwork can be tiring, but the end result will be worth the effort.”
Become an ally, not a judge. The designer should see that you want to help, not just point out mistakes.
5. Praise in public, criticize in private
Public recognition of success motivates better than a bonus. But criticism in front of everyone can kill enthusiasm.
What works:
· Praise during calls or meetings: “This banner from hong kong phone number Masha brought us 30% conversion – great job!”
· Personal recognition: write a private message with gratitude.
And you also need to give opportunities for growth: send them on a course, entrust them with an important project or role.