How to Give Better Creative Feedback (and Actually Get What You Want)

I’m going to say the thing: we should all be having a real good time during the creative process.

But what we see often — especially with clients who don’t come from creative places or spaces — is that the pressure starts to creep in. They’re unsure how to describe what they want, feel stuck giving feedback, or second-guess themselves for not having the answer.

Here’s the truth: strong creative work comes from collaboration. And when you know how to give thoughtful notes, it helps us build the best version of your brand together.

So. Deep breath. Relax those shoulders. Here’s how to give feedback that actually moves your project forward (and keeps everyone into it along the way):

Start With What’s Working

Especially in that first round, know that we’re putting things in front of you to react to — think sketch ideas, not final drafts. Before jumping into edit mode, let the whole design land on you. What’s drawing your eye? What’s sticking with you?

Whether it’s a color, a layout, or just a vibe — tell us what’s working. It sets the tone and gives us real-time insight into what’s resonating.

Things we listen for:

“I thought I’d want this, but I’m actually liking that...”

“I keep coming back to this one...”

“I could totally see this on a shirt...”

Clear Is Kind — Vague No’s Help No One

“I don’t like it” might be honest — and we respect that — but it doesn’t give us much to work with. Instead, explain why something feels off. Too cold? Too corporate? Too playful for your brand? That’s gold.

Things we listen for:

“This feels a little too polished — we’re aiming for something with more personality.”

“Something about this layout feels too safe. I feel like I’ve seen it before.”

It’s OK to Be Subjective

Not every piece of feedback has to be strategic. Sometimes somethings just... doesn’t do it for you. And that’s fair. If you don’t like it, it doesn’t go — just name it so we can work through it together.

Things we listen for:

“This is a me thing, but I don’t love script fonts in graphics.”

“I get that we need a bold color here, but red stresses me out.”

Say What You Want More Of

Pointing out what’s missing is helpful. But asking for more of something? That’s where the magic happens. Whether it’s white space, movement, contrast, or tone — give us a direction to explore.

Things we listen for:

“Can we open this up with more white space?”

“I’d love to see the headline stand out more — maybe a bolder font or stronger color?”

Start With Big Picture, Work In

It’s easy to get caught in the weeds — especially early on. But if the foundation isn’t right, we’re not ready to talk kerning. Let’s find our North Star before we fine-tune the small stuff.

For example: we often send first-round concepts in black and white so color doesn’t cloud your gut reaction. These are our bumper plates — guardrails to help you focus on form and direction first.

Start big. Then zoom in.

Think of Feedback as a Conversation, Not a Correction

This isn’t a handoff. It’s a dialogue.

You’re not just approving a thing — you’re co-creating it. So much of the value of working with a designer is that sounding board of ideas — getting things in front of you that you didn’t expect or didn’t know to ask for.

This isn’t about finding flaws. It’s about finding flow.

So speak up. Ask questions. Flag what’s off. That’s what this stage is for.

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Final Thoughts: Trust the Process

Creative work is meant to grow and shift through conversation and collaboration. You’re not expected to have it all figured out — that’s literally why we’re here.

Our hope? That you come to the table with curiosity, openness, and a willingness to build something together. Even if you don’t identify as creative, this process can be fun. Energizing, even. When we’re all in flow, it shows.

The more honest and specific you can be, the better the outcome. And when we treat feedback like collaboration — not correction — that’s when sparks fly.

Let’s Build Something Beautiful (Together)

At The Cohort, we don’t just make things look good — we make them make sense. Whether you’ve got a big idea, a brand in need of a glow-up, or just want a creative partner who speaks fluent “vibe check,” we’re here for it.

Big moves start here. Reach out to start your brand project today.