Customer feedback exists so that companies and designers can know what they may be doing wrong and what they are doing right. They get to discover their weak points and strong points and in turn, work to improve them or maintain them. But not all feedback can be helpful for the company. Sometimes, customers do not know how to write an effective feedback which makes it harder for the company and/or designer. Usually, they will only write that the design is flawed or that the service was not good but they will not explain in detail the problem, so that the designer may try to fix it. And some customers do not even know how to explain the fault to the designer. They will use bad grammar or have bad formation of sentences and this leaves the other person confused as to what he is trying to say.
So, here we will discuss the correct way of writing an effective feedback that will help the designer to understand and target their own flaws and weak points to improve them for the sake of their customers.
The feedback written by the customer should have proper grammar formation and shouldn't use ambiguous words. It shouldn't contain harsh, rude words and should have proper language. Customer or designer should not be afraid to sit down and talk about the design using blunt words. They should avoid using sugar-coated words. Instead of saying, "I design sucks", say, "I dislike the design because....". Be direct!
The design that has been delivered to you should be looked over in detail and the meaning behind it should be understood properly before making any assumptions and pointing out flaws. After knowing everything about the design, you can then sit down and talk about what you like or don't like and what you would like to change. This 'talking about the design' should also be done when the design is to be made.
Before you think about whether your customers or your audience will like the design, think about if you like the design. If so, why? If not, why not? Since it is going to be your design, you are the first person to like or dislike the design. Don't say, "My customer might find the website interface hard to navigate", say, "I think the website interface is too hard to understand because....".
You should not drag about the kind of design you want and what you feel about the current design. Use short, simple sentences that will let the designer know instantly what to change and what to keep. If you drag on and on about the flaws of the design, the designer will get irritated and make a design that is not good. You should learn to be short and precise about the design's flaws and beauty. Get to the point of why you need the design to be changed or revised. Instead of saying, "I think that the design's colors look dull and the text is childish and....", say, "The colors seem dull. Can you use brighter shades?".
In your head, you know what you want when you look at a design but the designer doesn't know that and that's why you need to be clear and specific about what you want. There are some specific terms used for designing like trim, bleed, tint and so on. You should know the meaning of these words as they will help the designer understand clearly when you use them and you can effectively communicate with the designer. You can say, "Can you lightly tint this part of the design red?", instead of, "I would like this part to be lightly colored".
A designer is not a superhero and does not do magic. This is something you need to keep in mind when hiring a designer to make a design for you. You need to be realistic in your expectations and demands of the designer. People take time to get used to a new design and warm up to it so don't think that people may instantly like the design or even that you might instantly like it. Don't think that just because you don't like a design, it is bad. You should put that design on a number of things to see how it looks against stuff. That is the real challenge. If your design looks good against a number of things, it'll be good enough.
This is a pretty important point. The designer will not instantly understand what is the problem with the design. The client has to make it clear to the designer what exactly he doesn't like and what he would like to change. Instead of saying, "I don't like the design", say, "I don't like the colors scheme. Can we use another scheme?"
The designer can only produce a good design if you are collaborating with him. If you try to force something on him, the designer will not put in any effort and give you a bland design. You have to work in terms of a team with the designer. You are not the boss of him, remember that. He is more experienced than you in this field and he knows best.
The new design will take some getting used to and that's why it is not wise to throw a feedback to the designer within 5 minutes of receiving the design sketch. Print out the design and look at it from different angles on different things. Ask your colleagues to do the same and look at it all over before dismissing the idea.