Feedback recipients want to learn why their designs are not “good” and WANT the feedback raw and truthful.
Yet, we must also consider how we evaluate the designs. Mastering our emotions (being non-reactive) and being willing to explore the design with the objectives in mind, keeps our conversation useful to the recipient.
Doing so, allows us to be clear and concise when we evaluate, but at the same time, not destroy a person’s self esteem or letting a person “off” too easily. This allows us to balance being “hard” and “soft” – giving the recipient just enough pressure to refine their designs with a clearer direction.
In the long term, we end up leading by example – showing them how to evaluate design in a healthy way.