Unlocking Deeper Insights
A Practical Guide to Applying Feedback Effectively
A few years ago, I was giving a demo of a project I had been working on to one of the company owners. Midway through the presentation, he stopped and asked why the icons were red.
This particular shade of red was one he knew well. In fact, he could give you the hex code off the top of his head, it was the red used in the company logo.
I patiently explained, “These icons are red to remain consistent with your company branding. See? They match the company logo, making it all look like a cohesive product.”
He responded, “Oh, yes, I see it now. Yeah, that looks good.”
We could have moved on from there, and I would have had another satisfied client. But something about his question struck me as odd. Why would someone so proud of his company branding question a color choice that matched it? I was missing something, so I asked a follow-up question:
“Why did you ask about the icons being red?”
His initial reaction to seeing the red icons was that they indicated his products were either broken or unavailable! I was so focused on maintaining brand consistency that I completely missed the implications of my color choice. Releasing the product without asking that follow-up question would have been a disaster.
Unlocking Better Feedback (Part Three)
This is part three in my series on unlocking better feedback. Over the past two weeks, we explored various tactics for getting useful feedback ([part one], [part two]). This week, we’re looking at how to apply feedback. Let’s start where we left off last week, which was with a list of questions where the feedback wasn’t obvious.
Why Was the Question Asked?
People ask questions when they feel lost, expecting an answer to give them direction. Simply answering the question usually helps them move on. But the key is to take a moment, either immediately or later, to ask why the question was asked in the first place.
Was my writing unclear in this area?
Was the design too cluttered?
Am I missing an important detail?
Did I fail to emphasize a key point?
For example, while testing my puzzle book, I received a lot of odd questions about the main logic puzzle. I could point testers in the right direction, but when I asked myself why they were struggling, I realized the instructions were minimal at best.
I had assumed anyone picking up the book would be familiar with logic puzzles. But even experienced solvers were trying to approach the book in a way that wouldn’t work. I had not provided them with enough context to make the connection.
Sometimes, like in my first example, you need to ask the person directly. Other times, you can figure it out yourself. Either way, questions contain valuable feedback if you are able to figure out why they were asked.
You Might Need Thick Skin
Hearing criticism, especially about something you’re emotionally invested in, can be tough. Even when framed constructively (as discussed in part one and part two), feedback can still sting.
As a software engineer, I’ve learned to emotionally detach from my work. But I don’t think it’s fair to ask anyone to fully detach from their creative projects. Instead, when receiving feedback, try to stay objective.
Remember, the people reviewing your work are trying to help you improve. Criticism isn’t a personal attack. Keep an open mind and be receptive to the help being offered.
If feedback feels overwhelming, take a break! Step away and revisit it tomorrow or another day. Giving yourself time to process your emotions allows you to return with a clearer, more objective perspective.
Not All Feedback Should Be Acted On
When soliciting feedback, you’ll receive insights that are just plain wrong. And that’s okay—you don’t have to act on every piece of advice. This is your project, and you have the final say on what makes it into the final product.
But just like with questions, ask yourself why bad feedback was given. It might be misdirected due to an underlying issue. If you still can’t find any value in it, dismiss it and move on.
Ultimately, asking for feedback, and deciding whether to apply or ignore it, is entirely up to you. There are no "creative police" ensuring you get the right feedback. But seeking it can improve your craft and provide valuable insights into your work. If you choose to pursue feedback, hopefully, you now have some powerful tools to gather and apply it effectively.
Next Week
I’m incredibly excited about the next series. Writing it has encouraged me to explore different creative outlets (including one that scares me). Next week, we’ll dive into giving yourself permission to do and share creative things.