The big idea: Critique makes the work better. Tie feedback to the brief, be specific, and treat every note as information, not judgment.
See it in action
Critique Lab
Rate a sample ad against its brief, compare with an instructor read, then practice giving and taking feedback with I like, I wish, What if.
Brief: Spoke & Pedal (an invented bike shop) wants commuters, ages 22 to 35, to book a free tune-up this month. Brand: friendly, rounded sans type, orange and charcoal.
Key concepts
- Critique the work, not the person: Talk about what the design does, not about who made it.
- Start with the brief: Ask whether the work meets the goal, fits the audience and feels like the brand.
- Be specific and actionable: Point to exactly what works or doesn’t and suggest what to try.
- I like, I wish, what if: A simple framework for balanced, useful feedback.
- Using feedback: Listen first, ask questions, decide which notes to act on, and make a revision list.
Frameworks from class
Two strengths, one suggestion
A quick critique format for fast rounds. Name two specific things that work and why. Then offer one specific, doable suggestion framed as an opportunity. Keep it about the design, not the designer.
- Strength: the headline stands out because the bold type and contrasting color pull the eye first.
- Suggestion: try more space between the logo and the text so the design can breathe.
The goal is vocabulary
It looks good and it looks bad are not critiques. Say what specifically works and why, and what specifically does not and why. Use design terms like hierarchy, contrast, alignment and proximity instead of personal taste.
Debrief questions that push the work
Use these questions when the class reviews work together. The last one tests whether the designer understands the strategy, not just the layout.
- Where does your eye go first? Is that the right first stop for the brief?
- Does the type match the mood the brief asked for?
- What is one thing you would fix? Make it a professional note, not a judgment.
- What would have to change if the price were $15 instead of $85?
Receiving feedback well
How you take notes matters as much as how you give them. The goal is a better piece of work, not winning the conversation.
- Listen without defending. Take in the whole note first.
- Ask for specifics, like: can you point to where the hierarchy feels off?
- Weigh each note against the brief and the audience before acting.
- Thank people for their time, even when you disagree.
Class exercise: Critique an AI concept against the brand
Practice brand-fit feedback using three sentence starters.
- Each team shares three AI-generated images that fit their brand and one that missed.
- Classmates respond with: this feels like the brand because…
- Then: this does not feel like the brand because…
- Then: the prompt I would try next is…
- Name exact details like a color tone, a texture or a facial expression, not general praise.
- The presenting team writes down the one prompt change they will try first.
Try it
Swap draft campaign assets with another team. Give feedback with “I like…”, “I wish…” and “What if…”, tying each comment to their brief. Then make a revision list from the feedback you received.
Tips and best practices
- Open the brief before you open your mouth. Judge the work against its goal, audience and brand, not your personal taste. “Does this get commuters to book?” is a better question than “Do I like it?”
- Name the element, the issue and why it matters. “The offer is the smallest text, so people miss it” gives the designer something to fix. “It needs to pop” does not.
- Use I like, I wish, What if. Start with what is working so it gets protected, then what could be stronger, then a specific idea to try. The structure keeps feedback balanced and useful.
- Critique the work, not the person. Talk about what the design does, not about the designer’s habits or skill. People hear notes better when they do not feel attacked.
- When you receive feedback, listen first and ask one clarifying question. Hold your defense until you understand the note. “Can you show me where it feels off?” turns a vague reaction into something you can act on.
- Turn notes into a revision list. Write every note down, decide which ones serve the brief, and list the changes you will make. You do not have to take every note, but you should be able to explain why.
Quick check
Think through your answer, then select a question to reveal one.
What should every critique connect back to?
The brief: the goal, the audience and the brand.
What are the three parts of the “I like, I wish, what if” framework?
What’s working, what could be stronger, and a new idea to try.