How to Give Creative Feedback (Even When You’re Not Exactly Sure What You Think)

Practical Ways to Share Feedback That Moves Creative Forward

We’ve all been there: the agency presents new creative work – an ad campaign, video concept or brand refresh – and you have thoughts… you just can’t quite put them into words. You know something feels off, or maybe the work is close but not quite there.

Every agency/client partnership thrives on feedback; it’s how ideas get sharper, campaigns get smarter, and results come into focus. At Flipp Advertising, we front-load every project with goal-setting and KPIs to ensure we’re lockstep on objectives before creative work even begins. But sometimes, when the work comes back for review, it can still be hard to articulate exactly what you’re reacting to, even if you feel strongly. That’s why we rely on clear, constructive feedback to keep creative momentum strong. Here’s how you can do that, even when you’re not sure how to put your thoughts into words.

Be Honest but Specific

“Something’s not working” might be true, but it’s not useful. Try to identify where it’s not working. Is it the tone? The colour palette? The way the headline makes you feel?

Non-specific feedback:

• “It’s not quite there yet.”
• “Can you make it pop more?”

Constructive feedback:

• “The tone feels more playful than our brand usually sounds. Can we explore a version that feels a bit more confident?”  
• “The visuals are strong, but the message isn’t landing emotionally. Maybe we could focus on what our product helps the customer feel instead of just describing what it does.” 

Focus on the ‘Why’, Not Just the ‘What’

When something doesn’t feel right, pause and think about why. Creative professionals can quickly adjust design or language, but only if they understand what’s driving your reaction.

Limited feedback:

• “I don’t like the headline.”  
• “This just doesn’t feel premium.”  

Constructive feedback:

• “The headline makes sense, but it sounds a bit transactional. I want it to spark more curiosity.”  
• “The creative looks good, but I’m missing the sense of craftsmanship that sets us apart from competitors.”

Use Comparisons and Examples

If you can’t describe what you want, sometimes it’s easier to show what you mean. Pull a reference from another campaign, brand, or even a mood. That instantly gives the creative team direction.

Ambiguous feedback:    

• “Can it feel fresher?”  

Constructive feedback:

• “Can we lean more into the visual simplicity that Apple uses – clean but emotionally resonant?”  
• “This brings to mind more of a lifestyle brand vibe. Could we anchor it more in the product like in the Adidas Originals campaign?”  

Remember, Creative Feedback Isn’t About Being Right

It’s about being collaborative. The best results happen when clients and agencies work as partners, sharing open reactions and insights instead of directives.

Try using language like: 

• “What I’m reacting to is…”  
• “I’m not sure why yet, but this part feels too serious/light for the audience.”  
• “If I think about our customer seeing this, I worry they might interpret it as…”  

Those phrases open the door to conversation so we can ask questions and uncover exactly what you’re feeling.

End with Alignment

Before wrapping up feedback, summarize what’s ‘working’. That helps focus the next version on what should stay and evolve rather than start all over again.

Example summary:

“What’s really working is the headline – it captures our personality in a fun way. The visuals might need to feel more polished to match our new brand direction, but let’s keep the core idea.”

Good creative feedback doesn’t require perfect vocabulary. It just requires curiosity, honesty, and a partnership mentality. When feedback is directional rather than personal, specific rather than vague, everyone moves faster… and the final work shines brighter.