The Tribune

At some point in every design project we quit what we are doing and present our unfinished work with co-workers, family members or close friends for critiquing. But what does the critique do for the design and the rest of the project? Do critiques really help, and are they necessary? If so, how do we use their input to improve our creative output?

Design critiques are not just the way to an improved design; they are also a great educational opportunity for all parties involved. If held properly, using some basic guidelines, they can provide a great collaborative experience and positively influence a project’s progress.

For the most part, web designers work in teams or at least collaborate with other designers and/or developers. This means that at some point in your career, you will be involved in many design critiques - some formal, and some informal. You will sometimes be the target, so it is vital to know how to handle, react and properly conduct yourself during these collaborative sessions.

It’s not about you

Well, it should not be about you. If it starts to become about you, your design critique will quickly slide downhill. A design critique must be about the design, the product, the app or whatever you are designing.

The design should be critiqued on its own merit and not examined by personal bias towards any design element or concept. Also, if an element is examined and needs improvement, the designer should refrain from arguing for it simply out of pride or personal bias. If the advice is meaningful, maintain your point, but if it is more about you, that attitude may only harm the progress and success of the project.

Maintain Respect and Honesty

Respect is a huge factor when collaborating with others, especially in a design critique. Regardless of your first personal thoughts and feelings about the design, remember that the designer has generally put in a considerable amount of time, thought and care into constructing it. Avoid being dismissive.

Honesty is a great tool in a design critique. Be tactful and respectful as you share your honest thoughts and criticisms.

Avoid Meaningless Words and Phrases

It is better to have a proper explanation than use vague, meaningless phrases such as: “It’s not clean enough” or “It needs to be sexier”. These are really subjective and contain no guidance to the designer.

Use more meaningful and descriptive phrases to better paint a picture of your critique. “The colours need to be more bold and vibrant, and “that may help with the lack of hierarchy” are probably better descriptions than “clean” or “sexy”.

Comparisons should be used sparingly

This rule works both ways. The designer should avoid comparing his work to popular and trendy designs, because that tends to water down any originality unless the design is in competition with another product.

Comparisons can be bad for three reasons: One, comparisons can occasionally be taken as harsh criticism. Two, there really is little information learned from making comparisons unless they are specific and meaningful enough. Three, although you may want to share your inspiration with others, comparisons may make the others feel like you did not put enough time or effort into the design, even if you have.

Be Specific

Examine the design and see if it meets the project’s goals and expectations. If explanations are not specific, the communication of the critique will suffer and, in turn, the design and designer will suffer as well.

Design Principles

From the designer’s standpoint, make sure you explain why design choices were made, and see how it reflects and takes advantage of basic design principles. If all parties are familiar with the basic design principles, then critiques instantly become easier to handle.

Understand the Design Approach and Context

All parties should try to have an understanding of what the other person’s approach and context of the project are before meeting. They should be on the same page. Designers approach design with a masked work flow.

For example, if the designer approaches design and goals in a more passive fashion, and you aggressively criticise a portion of the design that needs improvement, this may result in a communication breakdown.

Ask Why

This is a good rule; maybe one of my favourites. A good design critique should always ask questions such as: “Why did you use the darker shade of orange versus a lighter one?” or “Why is there so much space between those two elements?”

This kind of questioning does two things. It allows the designer to verbally ‘road map’ why a decision was made, and` it gives those making the critique a better opportunity to understand the design and designer’s approach. As designers we do not even really know why we made certain choices, as it just happens naturally.

Offer Suggestions

Suggestions should be welcomed at any design critique. Be respectful to ensure that you do not micro-manage the design process, or bully through your own personal style or design ideas where they are not wanted. A huge part of why designers are designers is due to their creativity and sagacity.

Consider the Goals and Audience of the Design

During the critique, keep all comments and ideas revolving around the goals and audience of the project. Make sure that the original design goals are being met, and that they were not forgotten, so the project moves in the right direction.

This is an important disclaimer for our list of rules, there is one that is so crucially important to the success of any design critique that I have left out purposely. It is so crucial that it needs to be applied to every rule.

That rule is: ‘Be Positive’. I cannot stress this point enough. Maintain an upbeat and positive attitude throughout the process, and your critiques will be wildly successful. Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game!

• NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained graphic designer/marketing co-ordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.