Guide
How to write design feedback
Most design feedback is a reaction: 'I don't like the blue' or 'make it cleaner'. The designer has to guess what the client means. A better comment names what the reviewer sees, why it matters and what change would resolve it.
Observation, reason, request
Start with what you see: 'The headline is the same weight as the section titles.' Then say why it matters: 'I read the section titles first and miss the main message.' Then make the request: 'Can the headline be one step larger or the section titles one step smaller?'
This format works for a client and for an internal critique. It keeps the comment about the work, not the person who made it.
Add a priority
Mark each comment as a correction, a preference or a question. A correction is a defect or a brief mismatch; a preference is a choice the client would like; a question needs an answer before the next version.
The priority helps the studio plan the round. A list of 40 preferences and three corrections is a different job from 40 corrections.
Put it on the artwork
A comment pinned to the exact element is easier to act on than a paragraph in an email. The designer can see the page, the position and the surrounding context.
If the comment is about the whole piece, use a general comment and name the page or the section. Do not make the designer guess which page you mean.
Close the loop
When the designer responds, say whether the change resolves the comment. A comment that stays open after the fix makes the next review harder to read.
At the end of the round, review the open comments together. The list is the agenda for the next version, not a archive of everything anyone noticed.
Questions
Should feedback be positive or negative?
Be specific. A comment that says what works and why is as useful as a comment that says what does not. Avoid vague praise and vague criticism.
How do I give feedback on a concept I do not like?
Explain the mismatch with the brief or the audience, not your taste. If the concept is wrong, say so at the concept stage rather than fixing the details.
Can the client comment on the phone?
Yes. A review link should work on a phone, and the client should be able to pin a comment to the exact spot without downloading a file.
Sources
Reviewed November 3, 2026. Public pages can change; check the source before relying on a date or a price.