Client-agency 101: How to give great web design feedback


Written by Simon

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Providing feedback is part and parcel of working with an agency. But knowing how to give great feedback as a client matters more than you think. Fewer delays and pushed deadlines, less back and forth, and most importantly – the finished result you were hoping for. Here’s how you do it.

Say what?

Say what you do like, what you don’t like, and always expand if you can. For example, instead of saying ‘I don’t like this, can we try something else?’ try ‘I like this style of font, but can we see it in a different colour?’ Or ‘I don’t think this photography style works. It feels too old school for our brand’ rather than ‘This image isn’t for me’. It’s this kind of detail that will help your designer nail it the next time round.

Provide everything, everywhere, all at once

Take the time to review the entire design so you can submit all your feedback at once. And the same goes for any other stakeholders who plan on providing feedback. Receiving everything at the same time, rather than in multiple rounds, helps us action amends more efficiently and minimises any hold-ups.

If you’re wondering why, just ask

If the reasoning behind some design decisions isn’t clear, then ask for clarity. Your designer will have done everything for a reason. So if it will make providing feedback easier, then ask about previous iterations, design exploration, or just how it aligns with your brand mission, values and purpose.

Keep all your feedback to Figma

Figma is great for giving feedback. Comment on specific elements, tag team members, and store all your thoughts and ideas in one place. Thinking of it as your central source of feedback means comments don’t get lost in Slack channels, inboxes, or Trello boards. It also lets your designer respond to you directly in threads if they need clarification.

Give guidance, but let your designer design

Screenshots, animation examples – even photography styles. If there’s inspiration that you feel will help the design process, then it’s always going to be useful. But still be open-minded enough to let your designer take the lead. They’ll know what works and what doesn’t and will have a clear overall vision for the project. So it’s important that feedback doesn’t impact creative freedom.

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