ObjectivesIn a business context, creative feedback requires a set of objectives such as design objectives. This prevents feedback from being based on the whims of participants.
ConstraintsConstraints on the work such as a set of requirements or design principles. Principles are particularly useful for guiding feedback sessions along productive lines.
ListeningThe people who created the work are given an opportunity to present it. Participants are encouraged to listen with intent to understand.
Constructive CriticismParticipants offer ideas for improvement that build upon the work with actionable suggestions.
Anticipating ObjectionsThe creators of the work prepare for the feedback session by anticipating objections and preparing to handle them.
IterationsFrequent short feedback sessions set expectations about the work and help to prevent a late-stage work from being rejected or poorly received.
NegotiationFeedback sessions often resemble a process of negotiation whereby people fight for their ideas. The creators of a work are typically expected to defend it and to accept changes that make sense.
Win-winCreative feedback is a win-win process whereby people build on ideas and help each other to achieve objectives.
Creative ControlClear authority for decisions avoids design by committee situations whereby a creative work reflects a series of negotiated compromises as opposed to a valuable work. Decisions require a strong commercial grounding coupled with an ability to evaluate creative value. Such decisions often fall to a creative director or similar role.
|Overview: Creative Feedback|
The process of improving a creative work by reviewing it and offering constructive suggestions.