“I like it”. “Why?”. “I dunno, it just speaks to me”.

As a creative, I live on feedback. It is the salt that melts the ice around a project. Without it, you just can’t see what lies within. This is why the if anyone ever responds with a comment of “I think it’s cool” I just accept their attempt at flattery and not think about it again. Fundamentally, this is the expression of a preference. What I need to know is why you “think it’s cool”. Did it strike you in some way? Does it remind you of something? Help me understand what the piece has done to affect you in some way. That is the greatest complement I can be given – your real thought and assessment.

However, most often in this scenario it is just the opposite. The client is telling me they “just don’t like it” or “it doesn’t do anything for me”. I die a little inside when I hear this pass their lips. It just doesn’t help to hear preferences when what is needed is tangible thoughts that translate to actionable items or at least “food for thought”. In the context of design, consider the project’s goals and requirements. Place comments in the construct of what you are trying to accomplish. This will help move the project forward and improve communication for the rest of the relationship.

Do you like it? Fine. But, tell me why.

Fear is a creativity thief. It can cause us to limit ourselves and our potential.
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