Phrases like “make it pop”, “wow factor”, “have fun with it”, and “jazz it up” sound like nails on a chalkboard to a designer. And if you’re not dead yet, “make it sexy”. They are meaningless buzzwords, no different than “synergy,” “diversify” or “innovation” – words that get thrown around so often in business.
“Designers are missionaries for art within the world of business.”
While it’s on designers to learn the language of business in order to explain design decisions, giving them more usable feedback will improve communication and result in better refinement. Embracing design as a core competency means non-designer stakeholders should strengthen their role by learning to speak the language of design. Otherwise, things get confusing.
“Make it pop” could be interpreted as:
- A visceral reaction
- The design is missing context
- Something feels off
Visceral reactions are strong emotive responses that are difficult to evoke. Ferrari does it on a regular basis with their beautiful Italian exotics. However, there is only one Ferrari. A product’s intended environment is likely not a boardroom, an 8.5’x11’ sheet of paper or a trade show.
Understanding Design Fundamentals
When providing a critique, stakeholders should clearly express what they’re feeling and why. Only by understanding basic design principles can one explain why a design doesn’t work:
- Composition - includes Gestalt principles, Space, Visual hierarchy
- Color Theory - understanding how colors work together
- Typography - font choices and hierarchy
- Consistency - maintaining design patterns
I also recommend Donald Norman’s book Design of Everyday Things. It explains good design and how to avoid mistakes that translate into poor experiences.
Providing Actionable Feedback
Criticism is polish. It’s not an exercise in negativity. Describe what works, if pinpointing what doesn’t isn’t forthcoming. Designers use critiques in seeking the root of a problem. Through practice it becomes second nature and is known as the iterative process.
When offering feedback:
Start at the beginning - Who is the user? What are the original project goals? What problem(s) are you trying to solve? Is the visual design supposed to create an emotional reaction? Does the brand play an important visual role?
Experience - Are problems addressed meaningfully? Is the visual design impairing usability? Are the pain points being solved? Does it pass the Uber test? (I turn on my phone, run Uber, hit a button, and I’ll know exactly when and where my personal chariot will magically arrive.)
Color and typography - Is the color palette defined? Are colors harmonious with the brand? What font styles are used? Do they work? Don’t use more than two different font families.
Composition - How is information being displayed? Can it be simplified? Is a grid being applied? Is there enough breathing room? Do icons make sense?
Consistency - Check for consistency: paradigms, alignment, colors, UI elements. Do consistent behaviors relate to each other visually?
The Takeaway
Articulating why a particular design doesn’t work is the core of what “make it pop” means. If the organization has bought into design then it requires an understanding of design. Expressing meaningful feedback will render the design team successful.