“I love it” is not helpful creative feedback. Let’s face it: Few on your team have the tools or framework to evaluate visual solutions like packaging or marketing campaigns. Business leaders simply aren’t taught how to think and talk about design, so they resort to emotional responses instead of practical input.
Basing creative evaluation on brand strategy eliminates (almost) personal whim and bias from the conversation. Here’s a list of questions your design and business colleagues can use to evaluate design concepts based on what engages your audience and serves the business. Turn “I love it” into “our customers will love it.”