Design feedback can be tricky.

You know how you want your business to feel. You know what you like. But when it comes time to react to design work (especially if you're not used to this process) it can be hard to know what to say, or how to say it clearly.

That’s why I like to keep the process simple and collaborative.

This article is meant to help you provide the kind of feedback that leads to a stronger end result. It’s not about learning design, it’s about building clarity together.

Here’s how to get the most out of the feedback process.

First, take your time

I don’t expect immediate reactions.

That’s why I always send a short video walkthrough explaining my thought process before we meet to review designs together. This gives you space to sit with the work, reflect on how it lands, and jot down your thoughts. It’s much more effective than putting you on the spot in a live meeting.

Use that time to write notes. Open a doc or grab a notepad, and just start listing what’s working, what’s not, and any open questions that come up.

We’ll go through it together on the call.

How to structure your feedback

To keep things clear and actionable, I recommend using this simple structure:

1. What’s working

Start by pointing out anything that feels aligned or effective, even if it's small. This helps me understand what direction is resonating so we can build on it.

“The layout of this section flows really well.”
“I like the tone of this headline, it sounds like us.”

2. What’s not working

If something feels off, confusing, or not aligned, call it out. Try to focus on clarity, structure, or messaging, not just personal taste.

“This headline might be too vague, I’m not sure it would grab someone new.”
“The colors here feel a little loud compared to the rest of the brand.”

3. Other thoughts or ideas

This is a catch-all section for anything else: questions, loose thoughts, or new ideas the design sparked.

“What if we moved this testimonial up higher?”
“Do you think these icons feels too playful?”

4. Remember, think like your audience

When in doubt, try to put yourself in your customer's shoes. Would this page hold their attention? Would they understand what’s being offered? Would it build trust and credibility?

That lens helps shift the feedback from personal preferences to customer clarity, and that’s always the goal.

Be specific when you can

Vague feedback tends to slow things down. Saying “I’m not feeling it” or “can you make it pop?” might be a real reaction, but it’s not very actionable.

Instead, try to name why something isn’t working. Even if you’re not sure of the design language, you can still describe what you’re feeling or expecting.

“This section feels heavy, maybe there’s too much text?”
“I’m not sure this headline is specific enough about what we offer.”
“This font feels a little too playful for our tone.”

And if you’ve seen something you like elsewhere (a site you admire, a layout that worked well, a headline that caught your attention) feel free to bring it. You’re not committing to copying anything, but real-world examples can be helpful reference points.

Don’t worry about using design terms, just be descriptive and curious. That’s all I need.

A note on team feedback

If you’re reviewing the work with other team members, try to gather thoughts before the meeting and consolidate them in one place. I always request to assign one point person to filter feedback from the group.

Why? Because design by committee rarely works.

When too many people weigh in individually (especially based on personal preferences) the feedback can get conflicting or contradictory. One person loves the minimal look. Another wants it bolder. Someone else wants to add more text. Another thinks it’s already too busy.

It becomes impossible to please everyone.

The goal is to make something that works for your audience, not something that matches everyone’s personal taste.

So when you’re gathering internal feedback, ask your team to focus on:

• What might confuse our audience?

• What strengthens our core message?

• What builds clarity and trust?

Not “do I like this color” or “would I buy this”, because you’re not the customer.

Final thoughts

Feedback doesn’t need to be perfect. I don’t expect polished commentary or perfect phrasing. I just want to know what’s working, what’s not, and where things could be stronger, through the lens of your business and your audience.

So take a little time before our call. Watch the video. Write down your thoughts. Be honest. Ask questions.

The goal isn’t to get it perfect on the first round, the goal is to make it better, together.