If you work in the field of communications or marketing, at some point you will be confronted with the task of evaluating a design concept and providing feedback on that concept. Without the proper framework in mind, it can be a daunting task. It might even feel like guesswork. But it doesn’t have to be that way. Let’s look at an example.

Let’s say you are confronted with a number of options for a design logo. Be wary of simply choosing the one you like best. There is no way to account for taste, and one person's “like” is going to be another's “dislike.” Even if everyone reviewing the design likes one thing, your audience may have a very different view.

Instead, focus on choosing the logo that reflects your brand promise and your intended audience. Believe it or not, this actually makes the process of design evaluation easier.

Rather than a subjective-based decision process, you make it a rational one by following these 4 steps.

4 steps to effectively evaluating a design concept:

STEP 1

Review your brand or positioning statement, and the audience for whom the design concept is intended. Be clear on these two points.

STEP 2

Evaluate which design concept best reflects that positioning or brand promise, and will best speak to your audience.

STEP 3

Only then, ask yourself if you “like” it.

STEP 4

Whether you do—or don’t—like it, ask yourself why. Why do you feel that way? What might need to change, what needs to stay, and why? Why does a certain colour, font or style suit—or not suit—your brand?

With these 4 steps under your belt, you’ll be ready to articulate your feedback to your design team with clarity of purpose and your intended audience at the forefront of your rationale.

Guesswork’s got nothing to do with it.