A new logo, a refreshed storefront, or a redesigned website often arrives on a designer's desk accompanied by a flurry of subjective reactions. It is easy to look at a draft and immediately decide whether you love it or hate it. However, when the goal is to build a visual identity that serves a specific purpose, reacting solely to your own aesthetic inclinations can stall the creative process.
The trap of personal preference
When working with a professional, there is a significant difference between a design that fails its objective and a design that simply does not match your personal style. Your personal preference is internal; it is what you find beautiful or comforting in your own living room. The design’s objective is external; it is how a specific group of people perceives and interacts with your business.
For example, if you are opening a high-end boutique in a quiet Dallas neighborhood, you might personally prefer bright, neon colors and playful, rounded fonts because they make you feel energized. Yet, if your intended clientele seeks an atmosphere of understated luxury and calm, those neon colors might communicate the wrong message. In this scenario, the designer is not failing to satisfy your taste; they are succeeding in addressing the needs of your audience. If you push for the neon, you face a tradeoff: you gain personal satisfaction at the expense of the brand's intended impact.
Focusing on the objective
To provide feedback that a designer can actually use to improve the work, move away from adjectives like "pretty," "boring," or "too much." Instead, anchor your observations in the goals you established at the beginning of the project. If a color palette feels off, ask yourself if it aligns with the mood you want your customers to experience. If a layout feels cluttered, consider whether it hinders the ease with which a client can find your contact information.
Instead of saying, "I don't like this shade of blue," try observing, "This shade feels more casual than the professional tone we discussed for our consultancy." This shifts the conversation from your feelings to the project's requirements. It allows the designer to adjust the technical elements to meet a standard rather than trying to guess your subconscious preferences.
Questions for the creative process
When you find yourself stuck between what you want and what the project requires, it can be helpful to invite the designer into your thought process. Rather than issuing commands, use inquiry to bridge the gap between your vision and their expertise. You might ask:
- How does this specific design choice address the target audience we identified?
- In what ways does this layout support the primary action we want users to take?
- If we move toward the aesthetic I am suggesting, how might that change the way the brand is perceived by our clients?
By centering your feedback on the relationship between the design and the intended user, you ensure that the final result is a functional tool for your business rather than just a reflection of your own decor.
