Client Feedback, Translated into Designer Speak

Ah, client feedback. It’s a delicate dance of words, unspoken expectations, and the occasional bewildering request. As a designer, you’ve probably heard some of the most cryptic phrases ever uttered in the creative world. But don’t worry, I’m here to decode the madness. This is a survival guide for both designers and clients to navigate those vague yet oddly specific comments, and hopefully get to something everyone actually loves. So, grab your caffeine and dive in.

1. “Can you make it pop?” (sigh). Translation: I don’t know what’s wrong, but I want you to fix it using your magical brain powers. Maybe add a drop shadow. Maybe add glitter. Maybe just cry. → Designer: Ask what they want to feel - excited? bolder? brighter? And get specific. → Client: “Pop” is vague. Try describing the feeling you’re missing, or show an example.

2. “It’s missing something, but I don’t know what.” Translation: I want it to feel different, but I have no idea how, so I’ll leave you to spiral for the next 6 hours. → Designer: Suggest a few focused tweaks: layout, color, spacing - and let them react. → Client: It’s okay not to know! Just say what you’re feeling, it’s a team effort.

3. “Can you try something completely different… but also keep this version?” Translation: I want to double your workload and still pick the first option. Sorry in advance. → Designer: Clarify scope. “I’d love to explore that - do you want a full alternate or a variation?” Clarify how you will be charging for this extra work if it's beyond the scope of your initial contract. → Client: Two full versions = double the work. Be sure it’s worth the ask.

4. “Let’s just keep it simple.” Translation: Remove every interesting detail until it feels like a sad Powerpoint slide. → Designer: Ask, “simple as in minimal, or simple as in more clear and direct?” → Client: Be clear if you want clean or boring. There’s a difference.

5. “I showed it to my [friend/partner/kid/hairdresser] and they had some thoughts.” Translation: Someone who has never worked in design is now your creative director. → Designer: Nod politely. Ask if the feedback aligns with the original goal. → Client: Checking with your friends and family is great, but trust your designer more than your nephew Chad.

6. “Can you make the logo bigger?” Translation: They’re scared of white space. Bigger logo = less space to worry about. → Designer: Show them both versions side by side. Let the design speak. → Client: Your logo is important, but so is balance. Don’t let it scream for attention.

7. “We just want something clean, modern, and timeless.” Translation: We want Helvetica. → Designer: Ask for examples of what they think is timeless, everyone’s different. → Client: Buzzwords are great, but references are better! Bring a moodboard or a Pinterest.

8. “Can you just whip something up quickly?” Translation: I think creativity is a tap you can turn on and off like magic. → Designer: Gently remind them that “quick” doesn’t mean “thoughtless.” → Client: Quick is fine, if you’re okay with it looking like a last-minute thing.

9. “This feels a bit too creative.” Translation: I was scared. I didn’t understand it. Please give me something safe and beige. → Designer: Ask where the line is. Too colourful? Too abstract? Pin it down. → Client: It’s okay to be nervous about boldness! Just say what’s making you hesitate.

10. “Can we try a different font? I’m not sure which one.” Translation: I’ve opened the Pandora’s Box of typography, and now we both must suffer. → Designer: Offer 2-3 curated choices. Don’t open the full font vault. → Client: Trust your designer’s font knowledge, it’s not just “pick your favourite.”

11. “Can you make it more fun... but still professional?” Translation: I want the flat corporate art style. → Designer: Ask if “fun” means colour, tone, layout, or illustrations. Be surgical. → Client: It’s possible! But you’ll need to define what “fun” means in your world.

12. “It needs more... energy.” Translation: I’m just saying words now. Good luck. → Designer: Ask them to describe the current vibe vs. the vibe they want. → Client: Energy can come from colour, motion, layout... try to say what’s falling flat.

13. “We love it! Can we see 5 more options?” Translation: I fear commitment. Please validate every aesthetic I’ve ever had. → Designer: “I’m happy to explore more, let’s define what direction we’re pushing into.” → Client: If you love it, explore why you still want more. Curiosity? Or second-guessing?

14. “I’ve attached a sketch I made in Word to help explain.” Translation: Prepare for something that looks like a ransom note designed in 2003. → Designer: Use it as a vibe check, not a blueprint. Smile through the pain. → Client: Totally okay! But be open to your designer refining it beyond clip-art hell.

15. “Trust me, I have an eye for this stuff.” Translation: I once made a wedding invite in Canva and now I think I’m Paula Scher. → Designer: Respond with questions that lead them to real strategy. → Client: Love your confidence, but also love your designer’s expertise. It’s teamwork.

And there you have it, client feedback, broken down. Designers, the next time you hear a vague request, take a deep breath and try to ask the right questions. Clients, the next time you throw out a phrase like “make it pop,” think about how you can better express what you're actually envisioning. Ultimately, good communication is the key to turning confusion into something beautiful!