One of the most frustrating things to receive from clients is unstructured feedback.

There are three levels of creative feedback that we’re looking for; head, heart, and body feedback.

Here's a guide to understanding what feedback you're giving and whether it's the right time

Head feedback
You want to question the goal, the problem we’re trying to solve, or whom we’re targeting.

You’ve got feedback for the brief.

In most cases this will require a rebrief.

Heart feedback
You agree with the above but don’t think the way we’re trying to solve the problem is right.

The feedback on the idea.

Great for the first creative review and horrible feedback just before launch.

Body feedback
Feedback is related to the copy, colors, this is executional feedback.

Feedback that works post idea but holds little value pre-idea.

Understanding the type of feedback you're giving and the timing is key to helping you master the art of creative feedback.

You can see the full deck on head, heart, and body feedback by Karen Faith and I here - https://www.planningdirty.com/resources/creativefeedback