Effective communication is the backbone of successful web design collaborations. At Loop Flow Creative, we value friendly, concise, open communication. Giving and receiving feedback, especially when it comes to creative processes like web design can often be tricky. Let’s take a look at the intricacies of feedback and how understanding them can create a seamless web design experience.

Tips for Clients: Giving Feedback to your Web Designer

  1. Be Clear About Objectives:
    • Clearly articulate your goals and objectives from the outset. The more specific you are about your vision, the better designers can tailor their work to meet your expectations.
  2. Use Positive and Negative Feedback:
    • Balance your feedback. Acknowledge elements you appreciate with positive feedback, and express concerns or areas for improvement with a constructive tone.
  3. Prioritize Feedback:
    • If you have multiple points to address, prioritize them. This helps designers focus on the most crucial aspects first and ensures that key elements align with your vision.
  4. Consider the User Experience:
    • Don’t solely focus on personal preferences. Consider the target audience and how design choices impact the overall user experience. A design that resonates with your audience is paramount.
  5. Communicate Brand Guidelines:
    • If you have established brand guidelines, share them. This ensures that the design aligns with your brand identity, maintaining consistency across all platforms.
  6. Ask Questions:
    • Don’t hesitate to ask questions if certain design choices are unclear. Seeking clarification ensures that you and the designer are on the same page, avoiding misunderstandings.

Tips for Web Designers: Giving Feedback to Your Clients

When giving feedback, consider Lara Hogan’s Feedback Equation:

Observation + Impact + Question = Actionable Feedback

  1. Observation: Be objective and detached, stating what you think without judgment.
  2. Impact: Highlight the impact of the action or design, whether positive or negative.
  3. Question: Frame the feedback as a question, encouraging discussion and problem-solving.

Timing, Tone, and Form:

  • Timing: Be timely, communicate when things happen, and avoid killing a positive moment.
  • Tone: Rude is not synonymous with sincerity. Be compassionate and challenge for growth.
  • Form: Clearly communicate by giving context, depersonalizing feedback, and presenting it in a structured way.


  • Four Emojis: Use emojis to categorize feedback. For instance, 🚫 for blocking issues, ✅ for positive affirmation, and 🔄 for areas to explore or discuss.
  • Instead of just pointing out issues, offer alternative solutions. This proactive approach demonstrates your problem-solving skills and helps clients visualize different possibilities.
  • Instead of vague comments, provide specific feedback. For example, rather than saying “I don’t like it,” specify what elements or aspects could be improved.
  • Take the opportunity to educate clients about design principles. A brief explanation of why a certain choice was made can enhance understanding and foster a collaborative atmosphere.

Receiving Feedback:

Tips for Both: Receiving Feedback

  1. Create a Collaborative Environment:
    • Foster an open and collaborative atmosphere where both parties feel comfortable sharing feedback. This encourages a dynamic exchange of ideas.
  2. Questions:
    • When asking for feedback, be explicit and specific. Avoid generic requests like “Any feedback.”
  3. Schedule Regular Check-Ins:
    • Establish a schedule for regular check-ins to discuss progress and address any concerns promptly. Regular communication prevents small issues from escalating. Work in iterations, share progress, and seek feedback at various stages.
  4. Use Project Management Tools:
    • Employ project management tools that facilitate communication and feedback. At Loop Flow, we use a simple google doc to exchange feedback.
  5. Acknowledge and Appreciate:
    • Acknowledge each other’s efforts and express appreciation for contributions. A positive and appreciative tone sets the stage for a mutually respectful working relationship.
  6. Learn from Feedback:
    • Treat feedback as a learning opportunity. Both designers and clients can gain insights from each other’s perspectives, contributing to professional growth on both ends.

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