UPDATE 24.10.2017 – My design process has changed since writing this blog post. To read about the current brand & website design process, head over to this page
Let’s start with my definition of logo concept. Logo concept is an idea translated to graphical representation and it includes font choices, setting up an overall layout, choosing colours and proper style. Read the third part here.
Today I’ll share more about my next steps which are “Feedback” and “Revisions”. It’s essential, that client actively participates in this stage, because without client’s feedback and revision suggestions, we can’t move forward.
STEP 6 – FEEDBACK
But first off, What is feedback? Why is it important? Why do I need it? What information do I need from the client?
What is feedback?
Feedback is a process in which the effect is ‘returned’ to modify the next action. In other words, it’s a detailed answer and opinion about concepts sent to the client.
Why is it important? Why do I need it?
Without your feedback, I can’t move forward with the design process. I want to know which concept speaks the most to you and what changes you’d like me to make in this concept.
What information do I need from the client?
In this stage, you’ll make a decision, about which concept you choose and we can move forward to revisions. I’d like to hear about why you choose this concept, what do you like about it the most and what would you like me to change or maybe you just want to see the design in a different colour? More details, than better.
It is essential that I understand your choices, possible changes and variations. I’m happy to recommend on of the concept – I know that design decision can be really hard, especially when it’s your first time when you have a graphic to choose from. My goal is to share my expertise with you and help you decide which concept would work the best for your business, in my opinion.
How to provide comprehensive feedback to the designer?
1. Know what you want. If you don’t know what you want (I mean zero ideas), there is no way I’ll ever figure it out. Of course, I can guide you, by asking questions and trying out different styles, but ultimately, if you don’t know what you’re looking for, you’re extremely unlikely to get it.
2. Be honest – give concrete explanations of why you like or dislike certain element
3. Give your own opinion – Don’t try to second-guess other’s opinions or be something you’re not.
4. Be specific – Design is highly subjective. You can tell me that you don’t like something, but I usually I don’t know how to fix it for you without specific guidance. What element don’t you like? Is it the font style, the colours, the position of elements (layout)? As a designer, I often need to design from a feeling or tone, in other words – hard to define concepts. My job is to provide you with a solution, so translate your idea into a visual representation, which means that the more specific you are, the easier it’s going to be for me to figure out what you want and need.
As you can see, feedback and revisions go hand in hand, so I’ve already mentioned some information about the revisions, but let’s dive into details.
STEP 7 – REVISIONS
What is a revision?
Revision is slight modification or course correction to progress toward the final design and typically are a change of less than 1/4 of the design. It can be changes like: rearrangement of elements, letter spacing, colour change, slightly font change (like uppercase instead of lowercase), elements size etc. The idea of revisions is to “perfect” the chosen concept. There are 2-3 revision rounds (depends on chosen package).
Why I only offer only 2-3 revisions?
I’ve mentioned about this in this post, when I was talking about concepts creation. I noticed , that clients get overwhelmed with more than 3 revisions, it’s just too many possibilities and ways to change a design Having too many options, creates unnecessary doubts, both from designer and client side.
There is always a room for more revision rounds, but to be honest, it didn’t happen to me. I think when Designer has detailed and well-thought design process, one of the concept is usually the final design. Revisions are useful, they allow the client to see chosen logo concept in different perspective, by rearrangement of the element, changing colours, font sizes, letter spacing etc.
As I said in my first step – In my creative process, communication with clients is fundamental. It helps us both to figure out the needs and goals of the project, also, help us constantly reach out to each other in case of additional questions or uncertainty.
When you communicate what you want and need, clearly, it highly possible that you’ll get it from me. It important to be honest, clear and detailed as much as possible.
Some example: You’d like a custom wedding dress, so you’ll show the seamstress inspiration images, colour palettes (maybe you don’t want pure white dress), tell about the style you’d like to have and all other details. Without the details, she is unable to create the dress you have in your mind and dreams. If you want a dress of your dreams, you have to translate your thoughts as well as you can.
The example above is also applicable when you working with a designer or other creative. Having a great idea in mind is awesome, but if you’re unable to convert it into physical inspiration which you can share with designer – no one can help you create this idea to look 100% like you imagine. Every person is different and only you know exactly what you think and your job, as a client is to translate your thoughts as clear and detailed as possible.
In conclusion, feedback is essential in any business relationship.
How to give good feedback?
1. Know what you want
2. Be honest
3. Give your own opinion
4. Be specific
Revisions (edits) are the way of correcting, changing or seeing the certain element in the different view. The concept is created based on all text and visual inspiration from client and revisions help to perfect the concept and move it to the right direction. Next week I’ll share more about next steps.
What makes good feedback in your opinion? Do you think revisions are essential in the creative process or unnecessary?