Good feedback gets you to final faster. Vague feedback triggers more drafts. Here's the pattern that works.

Tie every comment back to a goal

Before you write "make the logo bigger," ask: bigger for what reason? Hierarchy? Brand recognition? The designer needs the reason, not just the instruction. Reasons let them propose better alternatives.

Weak: "Move the headline up."

Strong: "Move the headline up so it sits above the fold on mobile."

Be specific, not vibes-based

"I'm not feeling it" tells the designer nothing. Point at what, exactly, isn't working:

• Color: "The blue feels cold. Can we try the warmer tone from our brand palette?"
• Layout: "Too much negative space at the top. Tighten the spacing between the image and the headline."
• Hierarchy: "The CTA button should be the most dominant element. Right now, the image dominates."

If you can't describe what's wrong, Loom it. Record yourself pointing at the design and thinking out loud.

Explain the why

Designers are problem-solvers. If they know the problem, they'll often solve it better than you would have briefed. Share your reasoning:

• Why: "This ad is running on LinkedIn, where our audience is more conservative, so the current color feels off-brand for this channel."
• Not just what: "Use a different color."

Structure feedback so it lands

1. Start with what's working. "The composition is spot on. The typography choice is great."
2. Then what needs to change. "Two things we need to adjust..."
3. End constructively. "Once the color and CTA are tweaked, I think this is ready."

Designers do better work when they feel the collaboration is productive, not when they feel under attack. This isn't about being soft. It's about keeping the loop moving.

Stay objective

Aesthetic preference ("I don't like orange") isn't always the same as strategic fit ("Orange isn't right for our medical audience"). Lean into strategy when you can. It makes revisions defensible and repeatable.

Critique the work, not the person

"The layout feels cluttered" vs. "You cluttered this." The first is about the design. The second is about the designer. Always frame around the work.

Keep all revisions in the Messages tab

Don't send revisions by email or Slack unless you're on the Assigned Designer Plan or Design Team Plan. In-app messages keep the full history attached to the request, which matters if you ever need to reference past decisions or swap designers.