The Smart Communications Podcast

Episode 195: What Does Effective Design Feedback Look Like?

Host: Jay Kelly (they/them), Senior Account Manager, Big Duck
Guests: Sandy Zimmerman (she/her), Design Director; Randy Gibson (he/him), Graphic Designer
Date: September 17, 2025

Episode Overview

This episode dives deep into what effective design feedback should look like for nonprofit organizations. Jay Kelly leads a candid conversation with Big Duck’s in-house design experts, Sandy Zimmerman and Randy Gibson, to demystify the feedback process. They unpack common pitfalls, share actionable tips for both designers and clients, and explore how teams can communicate constructively to achieve the best possible visual results.

Key Discussion Points and Insights

Grounding Feedback in Problems, Not Solutions

• Early Guidance: Sandy kicks off by emphasizing the importance of describing problems rather than prescribing solutions.

  • “Instead of saying something like ‘I don’t like yellow,’ you might say something like ‘I find yellow to be too harsh, whereas we are striving to convey a comforting tone.’” (Sandy, [01:32])

• Why This Matters: When clients articulate what's not working and why, designers can use their expertise to address root issues creatively.

Feedback Language: Clarity Over Jargon

• No Need for Perfect Terminology: Randy reassures clients that giving great feedback doesn’t require any special design vocabulary.

  • “It’s really all about being thoughtful, collaborative, and clear. A great place to start is by naming what is working.” (Randy, [02:58])

• Be Specific, Not Vague: Vague phrases like “make it pop” are unhelpful. Instead, be explicit about the visual outcomes you’re seeking (e.g., brightness, contrast, attention).

Preparation Before Design Begins

• Kickoff Meetings Are Essential: Sandy outlines the pre-design groundwork:

  • Clarify hopes, fears, past work, and desired direction.
  • Share visual inspirations if possible.
  • Develop a project brief to formalize alignment.
  • Anticipate decision-making challenges upfront (e.g., color preferences, how to reach consensus).

• Importance of Setting Guidelines:

  • “Sometimes...we’ll ask clients to do a homework assignment of bringing in logos or brands that they’re drawn to. That can be a really helpful starting point.” (Sandy, [04:43])

Early Feedback: Focus on Big Picture

• Don’t Sweat the Small Stuff Yet: Initial rounds should be about general direction and strong foundational elements.

  • “It’s really helpful when clients bear in mind and try not to get hung up over the little details up front.” (Randy, [08:27])

• Build on Positives: Highlighting what works enables designers to iterate constructively.

Later Feedback: Detail-Oriented and Honest

• Refinement Stage: Once a direction is chosen, feedback should hone in on finer points such as shades, typography, and layout.

  • “A lot of what Randy was just getting at...here we’re going to really focus on execution and perfecting all the details.” (Sandy, [09:49])

• Don’t Withhold Bigger Shifts: If a fundamental issue surfaces late in the process, bring it up, but acknowledge the stage and discuss openly how to proceed.

Special Considerations: Accessibility and Audience

• Accessibility Matters: Design decisions must consider all audiences, including language translation and accessibility needs.
  • Jay notes: “...if you're on the client side of things, that is also, I think, a great thing to keep in mind internally when you're reviewing and as you're aware of your own accessibility needs for your team and your audiences...” ([11:22])

Distinguishing Personal Tastes from Strategic Goals

• Personal Preferences vs. Audience Needs: Feedback should be grounded in organizational goals and brand strategy.

  • “It’s very important to be aware when something is your opinion...rather than an objective quality of the work that’s grounded in your organization strategy.” (Randy, [13:23])
  • Jay adds humor: “I hate the color blue. There’s nothing you will ever show me that is blue that I will like. And blue is sometimes the right solution for a client. Right?” ([13:58])

• Unhelpful Feedback Example:

  • Sandy: “I have one least favorite piece of feedback that I've received over the years, and that is when clients say that something feels dated. I've really struggled with that piece of feedback because what feels dated to you might be very different than what feels dated to me...bring in some examples of what does work for you and feels right for your organization rather than just the words themselves sometimes can really help.” ([14:16])

Closing Guidance & Additional Resources

• Consolidating Team Feedback: Jay mentions resources to help clients manage and consolidate group feedback effectively ([12:48]).
• Further Reading: Listeners are encouraged to check out Big Duck’s blogs and podcasts for deeper dives into branding, feedback, and communication strategies.

Memorable Quotes & Timestamps

• “Ground your feedback in naming the problem rather than trying to identify the solution.” (Sandy, [01:32])
• “Be as specific as you can about what’s not landing...the dreaded words ‘make it pop’...it’s more helpful if you can explain what you mean by that.” (Randy, [02:58])
• “The more that you map that out in advance, the smoother it will go.” (Jay, [07:56])
• “It’s better to have these conversations early on rather than at the end of the process.” (Randy, [09:09])
• “Your feedback is not just your personal likes and dislikes…be aware when something is your opinion rather than an objective quality.” (Randy, [13:23])
• “I hate the color blue...and blue is sometimes the right solution for a client.” (Jay, [13:58])
• “What feels dated to you might be very different than what feels dated to me. We might be looking in different places...” (Sandy, [14:16])

Suggested Listening Flow and Key Moments

• 0:16 – Introduction of guests and topic
• 1:32 – Foundational tip: Problem versus solution-focused feedback
• 2:58 – Importance of clarity and specificity over terminology
• 4:43 – Pre-design planning and consensus-building
• 8:27 – What feedback should (and shouldn’t) look like in early stages
• 9:49 – Detailed feedback in later stages; balancing honesty and process realities
• 11:22 – Integrating accessibility and language considerations
• 13:23 – Balancing personal taste with organizational strategy
• 14:16 – Handling vague feedback ("feels dated") and using references
• End – Resources and invitations for further engagement

Tone and Takeaways

The episode maintains an encouraging, collaborative tone that’s empathetic to both designers and nonprofit staff. The discussion demystifies the creative process, normalizes common challenges, and arms listeners with actionable strategies for more effective, mission-driven design feedback.