To give clear feedback on a design, start from what the piece needs to achieve and look at it whole first, then pin each comment to the exact spot. Describe the problem and why it matters rather than only prescribing a fix, label what is must-fix versus optional, settle conflicts internally, and end with one clear decision.
Key takeaways
- Judge a design against its goal and audience, not personal taste.
- Attach every comment to the exact element or video frame it refers to, one issue per comment.
- Explaining the problem and why it matters gets better fixes than dictating a solution.
- Label comments as must fix, should fix or consider so designers know what is required.
- Finish each review with approve, approve with changes or changes required.
Most people giving feedback on a design are not designers, and they should not have to be. A marketing manager, a founder or a legal reviewer knows what the piece needs to achieve. What they often lack is a simple way to turn a reaction (“something feels off”) into a note a designer can act on.
Unclear feedback is one of the main reasons design rounds multiply. This guide walks through a repeatable way to give feedback that gets you the change you want on the next round, not the third.
Step 1: Remind yourself what the design needs to do
Before you comment, reread the brief or write down in one sentence what this piece is for. Good feedback measures the design against its goal, not against personal taste.
Ask yourself:
- Who is this for?
- What should they do or feel after seeing it?
- Where will it appear (a phone feed, a billboard, a printed brochure)?
- What must be there no matter what (the offer, a legal line, the logo)?
With that in mind, “I do not love the green” becomes a better question: does the green help or hurt this audience in noticing the offer? Sometimes the honest answer is that the green is fine and you simply prefer blue. That is worth knowing before you ask for a change.
Step 2: Look at the whole design before you comment
Take one full look at the design before writing a single note. First impressions are valuable, and you only get one.
View it the way your audience will. If it is a mobile ad, look at it on your phone, at actual size. If it is a video, watch it once without pausing. Notice what you see first, what you read second and whether the main message lands. Write that down in a sentence or two.
This overall impression is often the most useful feedback you can give, and it gets lost if you jump straight into small fixes. A designer who hears “the offer does not register on first look” can fix the real problem, instead of ten symptoms of it.
Step 3: Point to the exact spot
Every specific comment should be attached to the exact part of the design it refers to. “The text at the bottom” could mean four different things. A pin on the disclaimer means one.
If you are reviewing in a proofing tool, click on the element or draw a box around the area. On a video, leave the comment at the exact frame. If you only have a PDF or an image, annotate it directly, or at the very least give a page number and quote the exact words. In Yesquill, reviewers drop a pin or drag a box, and video comments are tied to the frame, so this step takes one click.
Keep to one comment per issue. A single note that covers the headline, the photo and the button turns into a checklist the designer has to untangle, and parts of it get missed.
Step 4: Say what is wrong and why
Describe the problem and the reason it matters, then suggest a fix if you have one. Designers usually find better solutions when they understand the problem, not just the instruction.
Compare these:
| Vague | Instruction only | Clear |
|---|---|---|
| “Make it pop.” | “Make the headline red.” | “The headline gets lost against the photo. It needs more contrast so people see the offer first.” |
| “This feels cluttered.” | “Remove the icons.” | “Too many elements compete near the button. The button should be the obvious next step.” |
| “Not sure about the photo.” | “Use a different photo.” | “The photo looks like an office. Our audience is mostly tradespeople, so it should feel like a job site.” |
The clear version gives the designer room to solve the problem well, and it gives you a way to check the next round: does the offer stand out now? An instruction alone only lets you check whether the headline turned red.
A few phrases help keep feedback useful:
- “I noticed…” for observations.
- “Our audience might…” for concerns tied to the goal.
- “Could we try…” for suggestions you are not attached to.
- “This must…” for real requirements, such as a legal line.
Step 5: Separate must-fix from nice-to-have
Label each comment so the designer knows what is required and what is optional. Without labels, every comment looks equally urgent, and the designer either does everything or guesses.
A simple three-level system works well:
- Must fix: errors and requirements. Typos, wrong prices, missing legal text, off-brand colours.
- Should fix: changes you believe will make the piece work better for its goal.
- Consider: ideas and preferences. Fine to skip if the designer has a good reason.
Put the must-fix items in first. If a checklist or an automated brand check has already caught the basic errors, you can spend your time on the second and third levels, which is where your judgement matters most. Our creative review checklist covers the basics worth ruling out first.
Step 6: Agree internally before the designer sees it
If several people on your side are reviewing, settle disagreements among yourselves before the designer has to. Conflicting notes from two stakeholders are one of the fastest ways to waste a round.
Practical ways to do this:
- Review in one shared place so everyone can see each other’s comments.
- Reply in the same thread instead of leaving a new, contradictory comment.
- Agree on one person who settles disagreements, and tell the team who that is.
- Mark comments as resolved once they are settled, so the designer only sees live issues.
If two notes truly conflict and nobody can settle it yet, say so in the comment. “Sales prefers the shorter headline, marketing prefers the longer one, we will decide by Wednesday” is honest, and it saves the designer from guessing.
Step 7: Finish with a clear decision
End your review with one decision: approve, approve with changes, or changes required. Comments describe what you think. The decision tells the team what happens next.
“Approve with changes” is the most underused option. If your only notes are must-fix typos, you probably do not need to see another full round. Approve with changes, and trust the designer to fix them. Save “changes required” for when you genuinely need to see the work again.
If you are not the final decision-maker, say so, and name who is. A clear decision from the right person ends a round. A friendly “looks good!” from the wrong person often starts another one.
What does a good round of feedback look like?
A clear round of feedback has three parts: a short overall impression, a handful of pinned comments that each explain the problem and its priority, and one decision. That is usually enough for a designer to get it right on the next version.
Before you send, run a quick check:
- Does every comment point to a specific spot?
- Does every comment say why, not just what?
- Is every comment labelled by priority?
- Have conflicting notes been settled or flagged?
- Have you given a decision?
If you review video, the same approach applies with timing added; see how to review video ads frame by frame. For the bigger picture of how feedback fits into a fast approval process, read how agencies get creatives approved faster.
Questions people ask
What is an example of good design feedback?
Good design feedback names the problem, the reason and the spot. For example: "The headline gets lost against the photo, so it needs more contrast for people to see the offer first," pinned on the headline. The designer knows what is wrong, why it matters and where.
How do you give feedback on a design you do not like?
Separate taste from effectiveness. Check whether the design meets its goal for its audience, and if it does, say so even if it is not your preference. If it does not, explain specifically what gets in the way rather than saying you do not like it.
How many rounds of design feedback is normal?
It depends on the project and what was agreed in the brief or contract. Clear, prioritized feedback from the right people, with conflicts settled before the designer sees them, is the most reliable way to keep rounds to a minimum.
Should clients tell designers exactly what to change?
Clients should feel free to suggest fixes, but the most useful part of a note is the problem and the reason behind it. Designers can often find a better solution once they understand what the change needs to achieve.
