The opposite of my previous post is how to receive criticism on the work you’ve put your blood, sweat and digital tears into. This can be equally as hard because communication often gets in the way. For example, when someone reviews what you’ve done and they say “Keep going”. What exactly does that mean? No doubt, there’s a skill to getting feedback and turning it into something fruitful.

Admittedly, as a new designer I thought my stuff was fantastic. I put time and energy into every piece I did and believed it to be a work of art. Years later I can laugh at that but it’s important to note my mindset at the time. Receiving input can be directly related to maturity in the profession. Don’t get me wrong, personality has a lot to do with it but I am much better at hearing harsh critique now than when I first started. Here’s kind of how I see it maturing:

Preemie Primadonna: Someone is new in the profession and believes everything they do is amazing. They can’t understand why people aren’t as good as them and often find it very difficult to digest criticism. They may nod their head but the entire time they’re thinking “what a loser”.

Design Dude: Someone who has had enough experience to understand business goals a little and may have even tasted an appetizer full of humility. They are probably a little more comfortable giving their opinion when receiving input and may actually put up a challenge. However, once you get them on the same page it’s usually going to turn out a much better product.

Excellent Extraordinaire: Ironically, this person probably needs the critique the least. They understand goals and have excelled at how to get there. Often, they critique their own work and have enjoyed a full meal of humbleness. These people are the ones you want to work with and all of us should strive to be. In my experience, not many actually make it to this level. In fact, it’s still the kind of person that I want to be.

Yes, you actually need to work on receiving critique. And no, you may not have the greatest giving it. However, ask yourself where you fit in the continuum of open ears and realize that almost all feedback can help you grow.

creative · criticism · critique · design · employee · management · manager

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