With this simple phrase, there is nothing more frustrating to a creative person. Before the work starts, there are meetings and conversations about project goals and visions. If the project is a rebranding, what wasn’t working for the client and their logo? Was it done so many years ago that it needs to be fresher? Has the company changed direction and needs a logo that showcases their growth?

For a creative person, we take the answers and begin to construct either a logo or a brochure based off of that discussion. It is our duty in our profession to stay ahead of trends and not only learn about composition and layout, but history and concepts as well. Personally, I avoid being a “trendy” designer, as trends come and go and no one should have a logo or trademark that is definitive of any one decade. Many times the appropriate solution is conceptual and requires that “Ah ha” moment of the viewer. Other times, the best solution is quick and straight to the point.

After days or weeks of creative work, tweaking and adjusting, working and massaging the copy to have the most impact for the reader about the company or product, there is the next meeting to reveal the creative work. Most of the time, it goes well and all are happy and the project proceeds to the next phase.

But once in a while there is that innocent phrase that is uttered – “I don’t like it”.

It’s a quick phrase and is clear for the person saying. For the creative, there is confusion as to what exactly don’t you like. The font? The color? The positioning? The images used? There are so many factors in play that we need to have explained more definitively in order to get right to the heart of the matter.

That phrase can lead to increased costs on the project due to the creative team needing to pinpoint the “problem” if they do not receive the constructive criticism that is required. Constructive criticism is not meant to offend anyone. It puts the focus solely on the work and what needs to be fixed or modified in order to bring out the intent or concept of the piece better. In some instances, I’ve found that a simple change of color is all that is needed to change the opinion of the client. One client in particular just didn’t like the color green.

We in the creative field are trained to remove our egos from projects and always keep the client’s needs and goals at the forefront. Tell us exactly what is not appealing to you and don’t worry about offending us. It would be offensive to us to put out creative that you don’t like. We just ask for the details.

Susan DeAngelus Art Director