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How To Give Design Feedback To Your Design Agency So You Save Time And Money?

The day has finally arrived for the branding agency to present the new project to your staff. Everyone is looking forward to seeing the outcomes. However, when the agency’s output is revealed, it’s not what you expected. 

You have a million questions in your head:

Why did they choose that colour?

If my employer sees this, he will be furious.

What about the ethos of our brand?

Is it possible that I could have been more specific?

We’re about to waste a lot of time!

Is it going to be more expensive to make changes?

Someone else has to take care of this!

Some of the most significant waste of money is doing rounds and rounds of packaging or branding design changes. Clients overall write great briefs. Alas! When it comes to the design amends, they can be pretty directional – not seeing the issues the branding agency can see.

“Usually, a client will review creative with a group of people, and rather than finding out what the issues are, they get directional and try to find creative solutions. This can waste time and, of course, money. Your branding agency understands that sometimes you need to “see” the changes they have briefed in to be convinced that it isn’t working, says Printing Shop CEO Zoey Magrath.

Given this situation at hand, what can you do to save time and money?

Remember to Respect the Brief

A briefing, which describes the work that the design company will accomplish, is generally the first step of a creative project. Always double-check with the brief before giving feedback to branding agency to ensure the work produced fits what you consented to. It would be best to print the brief and bring it out to the meeting. In giving feedback, remember not to add anything that’s not included in the brief.

Examples of critical questions can ask early in the design amends process are:

  • The hierarchy isn’t working with – it needs to be 1. X 2. X etc. Can you make adjustments?
  • I like the feeling of concept 2. Are you able to blend it with concept 3 and still keep the same feeling?
  • We are not sold on the colour palette. Are you willing to look at more vibrant colours?
  • Overall, what is the issue you are trying to solve?

Your design agency will then provide alternatives. But, in trying to direct the agency, you’re losing out on something that might have been produced that you hadn’t even considered.


Include as much detail as possible

In general, you do not have to use complicated creative jargon. State what you need to change and what you would like the design agency to accomplish. Would a lighter hue be preferable? is it necessary for them to use different phrases? Be specific as possible in giving your feedback.

Focus on what works well

When things go south, do you feel compelled to make a list of the all the modifications and issues you don’t like? Slow down and take a step back.

Why not assess the resources carefully and inform the design agency if you believe any of them might be helpful.

Do you believe anything can be used in its current state?

Is it possible to use any portion of the work with minor changes?

When you start asking questions like these, you’ll notice potential solutions instead of current issues.

Play it Nice

If you liked the designs so much that you didn’t want to modify something, branding and packaging designs are thrilled! But, it doesn’t happen very frequently.

Designers are used to hearing criticism. As long as it’s honest and straightforward, a minor complaint probably won’t affect their feelings. However, keep in mind that designers are also humans. Even for professionals, exposing their work to criticism is a delicate process.

Think about how you’re going to express your design feedback. As certain that the comment pertains to the design rather than the designer. Avoid using the word “you” in your comments. Remembers that it would be best if you get directional towards the end of the design process. You can say: “Please increase the weight”, “Increase the bullet points”, “Change the flash colour”, etc.

Remember that it’s good to get constructive criticism.

Finishing off with a tip for your successful project and relationship with your design agency!

Consider why you hired your branding or packaging design agency in the first place: they’re a group of brilliant individuals that know what they’re doing and can come up with innovative solutions to your problems. It’s critical to have faith in them to do their tasks.

Here at Jam&Co we understand how difficult it is to provide feedback on creative work. In working with us, every new project is assigned to our accounts team and we are ready to collaborate with your team and to make sure that you get the most with us! Contact us and let’s create those emotional connections.


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