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I tell whoever is giving me feedback that it needs to be way more constructive and pointed so I can figure out what my next steps are. I will sometimes ask straight up if it needs to be redone from scratch and most often they will then get much more clear with what they think is wrong.
As an ACD-level creative, I can tell you this is poor and not constructive feedback. Their comments should be prescriptive and, if not, should elaborate on the conceptual idea or direction they want you to push the work in. I would push them to “be more specific” in their feedback. If they’re a good manager, they’ll happily take the constructive feedback from you because they will know it ultimately will help you work better and make the process more efficient.
They need to be specific. If they can’t give more specific feed back they need to learn because you can’t manage creatives like that.
A few of reasons this could be happening. The ACD might be new, or bad at giving feedback, or there’s a difference in taste and they think you’re so far off the mark that this is the best they can articulate. Either way, cause to be concerned.
You can ask them followup questions like:
I want to make sure we’re speaking the same language, can you share some examples that have that “flavor” you’re looking for? Can you elaborate on what’s not working about the current design to make sure I understand? Is anything working in the current design or should I start from scratch?
Some other thoughts:
Are you providing multiple design/layout options or just presenting one? It may be beneficial to show more exploration for them to react to and have options to choose between. This can also help you gauge what they subjectively like and don’t like.
If this is for one client, do they have a style guide or design system in place? That can help too. if not, perhaps that’s something you suggest.
If it continues to be an issue, a higher level conversation may be called for. You might frame it as, I want to make sure I’m setting myself up to get closer to the target from a design standpoint on the first round. We’re juggling a lot of projects and when I have to go back and start from scratch it on one, it affects timing on all the others too. How can we better manage this?