Tell it like it is, without being a jerk.
Heck, that’s kind of my motto with everything. I’ve found that when you try to give criticism that dances around the issue it often adds more time and energy, without getting better quality. It’s hard though, to be honest with someone who has put their life energy into something that isn’t quite right yet. I know the feeling. Every time I work on a new design or idea I hate getting feedback other than “that’s absolutely the most brilliant thing ever”. Come to think of it, I can’t recall ever hearing that.
Whenever you create and leave yourself open for critique someone will make an ugly face because they wouldn’t do it that way. Opinions are like ugly toes, we all have them. No doubt, if you’re in the marketing world you have to have thick skin. What if you didn’t get the up front truth though? In the long run it’s better for you to do great work than to be treated like a cuddly teddy bear.
Giving criticism is an art. I tend to want to blurt out exactly what I see, along with a few four letter words but typically take a second to think about HOW I’m going to say it. There’s no point in demolishing someone’s feelings just to get a point across. Everyone in our business is putting their energy into it and should be respected for it.
I typically start with visual suggestions, showing them a website that makes my point or getting out my red pen. Then I deliver the hammer as plainly as I can state it without being offensive. Lastly, and here’s the key, find something nice to say. Typically the entire work isn’t trash so remember to point out what works well also. Not only is this nice for the one receiving your input but it’s also good for you to keep balance on what’s important.
If you can drop a bomb without destroying anybody then you’re ready to critique!
advertising · copy · copywriting · critique · design · input · management · manager · marketing · supervisor
