The Art of Feedback

process
Written By H22 Staff

Whether you’re reviewing design or writing, there is a right way—and a wrong way—to give feedback on creative work. If you’re new to the process or feeling rusty, keep reading. This guide will help you offer feedback that’s both heard and helpful.

Critique vs Criticism

The first thing to understand is the difference between criticism and critique. 

Criticism often conveys strong personal feelings about the work. It tends to be unproductive because it’s primarily subjective and is rarely tied to the project's goals. We’re not heartless—emotions are real, and gut reactions can be valid—but personal preferences alone don’t always help move the work forward. 

Critique, on the other hand, prioritizes the project’s goals. It asks if the work is effective for its intended audience—not just whether you like it. A good critique can include negative feedback, but it doesn’t stop at “I don’t like it.” It offers reasoning, context, and suggestions.

How to Critique Well

Start with the project goals and target audiences. These are the foundation of all meaningful feedback. Without them, even the most passionate opinions are less helpful.

Giving Negative Feedback the Right Way

Let’s say you’re reviewing a design and you hate a particular color. We get it! We’re strongly opinionated about color and know it can be personal. Before you flag it, ask yourself a few key questions:

  • Will this color appeal to the target audience? Why or why not?

  • Does it showcase content effectively? 

  • Is it common in your field—or does it stand out?

For writing, you could ask:

  • Does the tone fit the brand voice?

  • Is the subject matter aligned with the goals?

  • Will the audience find this useful or engaging? Why or why not?

The “why” is key. When your feedback is rooted in the project objectives, it’s more likely to lead to informed solutions. Sometimes that means keeping a style you’re not a fan of—and other times it means iterating toward something better aligned with both your preferences and the project’s intent. 

Don’t Forget to Highlight What’s Positive

This isn’t just about boosting egos. Calling out what is working can be just as useful as flagging what isn’t. Positive feedback helps confirm what’s effective and gives the team more clarity on why something is working. That insight can guide future decisions and make the project stronger overall.

Sit With It 

If you can spare the time, give yourself a little time to sit with the work before responding. Initial reactions are fine, but thoughtful feedback often takes time.

If it’s a branding or print project, tape it where you’ll see it throughout the day. If it’s digital, view it on different devices. Engage with the work from different angles before committing to your opinions.

That said, this phase needs a limit—maybe a day, maybe two, or a week. Just enough time to reflect, but not so much that the project stalls.

Be Careful When Asking Others

If you’re unsure about your reaction—or if your team is split—it might be tempting to ask around the office, a friend, or a family member.

But remember: Just because you trust someone doesn’t mean their input is useful or actionable. If they don’t know the goals, constraints, or audience, their opinion is formed without the context needed for a productive critique. 

Instead, if you’re looking for more perspectives, seek input from people who resemble your target audience. If user testing or focus groups aren’t options, lean on relevant data and goal-driven reasoning. Once the work launches, consider surveying your audience with specific, guided questions—not just open-ended prompts.

Not getting the feedback you expect isn’t the end of the world. Post launch refinements can be simpler than you think.

Wrapping Up

The best feedback is thoughtful, informed, and rooted in the goals of the project—not just personal taste. That’s the kind of input that helps make the work better.

We aim to present our work with clarity and purpose, but if you’re ever unsure where to start with feedback, just ask! We’re always happy to guide you through the review process. Great feedback is part of great collaboration

H22 Staff

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