One of the hardest aspects of being a Web
designer is learning how to handle criticism. And, since you're at
a professional level, the bar is raised, and the criticism only
seems to be faster and more furious.
Face it; you're
going to get criticized eventually (probably even a lot when
you're starting out). So prepare for it by asking yourself these
questions:
- How will I handle the criticism?
- Can I learn, and even draw strength,
from the criticism?
It's better to
be prepared for criticism; otherwise, you may act in a manner or
make a mistake that you'll regret. Avoid that from happening by
following these suggestions for dealing with design criticism, and
learning how to be prepared to explain yourself.
How to act
One of the
biggest mistakes most designers make is reacting negatively and
defensively to design criticism. We'll set the scene.
You're in a
meeting with the client, your company president, and your boss
(the creative director). Your boss hasn't had a chance to view
your designs, but she has faith that you did a good job and are
ready to present.
You finish your
presentation and the client says, "In general, I like it
overall, but a few things bother me. For example, the yellow you
use just doesn't seem right; the image of the truck is last year's
model; and I think it would look better with the navigation on the
bottom of the page."
Take a deep
breathe. . . relax.
If you haven't
learned this already, you should know that the customer is
always right. Well, at least they need to think that. So, how are
you going to handle yourself when they're all staring at you,
waiting for an answer?
Don't act
defensive or appear annoyed
Comments like "You're crazy!" or "That's your
opinion" aren't going to help. Instead, try to take a calm
and interested approach. Remember from the very beginning that
it's wise to pick your battles.
What to say
"Yes, I see what you mean," or, "I understand what
you're saying," are good responses. You must remember that
the client pays you; therefore, they do have a say in what they're
buying. That's why it's important that you make sure you ease
their concerns.
What
to do
First, you should outline their criticisms one by one, so you can
address them individually. Point by point, ask the clients to
amplify the criticism again in more detail. This is the only way
to truly understand what they mean. Oftentimes, clients won't be
able to express themselves and may abandon the criticism
altogether.
Explain
yourself
Next, explain yourself accordingly. If you know that you cannot
convince the client about a particular issue, abandon it and move
on. But if you believe you can persuade them, go ahead and explain
the reasoning behind your design choice. Most of the time, if you
explain it properly, the client will agree with you.
It's hard for
designers to realize that they aren't always right. But,
realistically, it's impossible to produce perfect designs for
every situation, especially when you're working with different
types of industries and across many projects.
Mastering a
plan to handle design criticisms will save you from losing your
cool, or your job, and put you in control of your choices.
