We all love when a design comes together perfectly on the first try, but it usually takes a few revisions and some discussion between the client and the designer to get it right. If you’re busy with the day-to-day operations of your organization, you’ll want to make the design revision process as smooth and painless as possible.
You might not know what you want for a flyer, postcard or ad — and that’s perfectly understandable. After all, your creative team’s job is to solve your problem. But taking a few minutes to give effective feedback will save both you and your creative team time and frustration.
1. Break it down
You may not know what you want until you see it, and sometimes all you know is this isn’t it. All the elements of a good piece of design should form one harmonious composition, but if it’s not one you like, thinking separately about the design’s components will help you refine and clarify your vision for the project. Consider the images, fonts, copy and colors. Does one of those particularly stand out to you as wrong?
2. Be specific
Even a few descriptive words can narrow your focus and help version two of a design hit much, much closer to home. Ask yourself:
- Is the imagery too dark or too light?
- Do the elements in the photo represent what you’re try to say?
- Is the font too formal or too casual?
- Do the colors need to be warmer or cooler?
3. Think about what you really mean
Designers dread the phrase “make it pop” because it’s a vague term that can mean different things to different people. And while we’re problem-solvers, we’re not mind-readers. If the design lacks the energy you wanted, it might be that:
- The title needs to stand out more
- The photo doesn’t really draw you in
- The colors appear dull
4. Prioritize elements
Let’s say a 3” x 5” ad needs to include your organization’s logo and tagline, address, phone number, website, a photo, two sentences of copy and an incentive. The incentive and phone number are probably most important, but what about the rest? The designer will set the other text in a smaller point size to keep the focus on the incentive and phone number, but it will help them to know whether your address or website is more important.
5. Be aware of how copy affects design
Less is more. Resist the temptation to include everything you can think of on one piece of design. Do you need both a tagline and descriptive copy? Can you shorten the incentive text? Giving the creative team more space to work with provides them with more flexibility and the ability to emphasize the right elements in order to capture your lead’s eye.
Clear communication between your organization and your creative team saves hours of time and energy for everyone and makes the design process all the more exciting. Learn more about our creative services and call 303-499-9291 if you need help with a creative project.
