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Website Design Critique: A How-To

Web design is a relatively young field. It’s youthful, growing and made up of people from all kinds of backgrounds, many of whom lack formal design training. We have learned, and still are learning, as we go. [Links checked May/01/2017]

I came into my first job as a Web designer for Boeing back in the mid-1990s, with no formal design training. I was lucky to get some training on the job, and I would guess that my experience there was similar to that of many who are reading this article. I had the opportunity to work with some very talented and highly experienced designers who all had made the jump from other design fields to the Web.

Further Reading on SmashingMag: Link

It was there, as part of that training, that I learned about critiquing, both giving and receiving, through regular design reviews.

Formal Design Reviews = Fun? Maybe not. Educational? Heck, Yeah. Link

website design critique
Image source4

Those reviews weren’t fun. They were difficult and demanding and required quite a bit of effort. However, they were also meant to yield the best possible design work through careful evaluation and constructive criticism. They weren’t inherently negative, but they did focus on what was wrong with a design and what could be improved, rather than what was working—which, to some degree, makes sense. The goal was to improve the quality of work.

Many days I left those reviews feeling like a failure, and some days I felt unnecessarily beat up. But I was often reminded that these reviews weren’t personal and were tough for a reason. In hindsight, I’m glad I had them. They improved the quality of my work immensely and taught me quite a bit about how to evaluate my own work as well as the work of others. Still, I look back and can’t help but pick out problems—not with the process or intent, but with the specific things we used to evaluate our design work.

Almost exclusively, we evaluated the designs based on established visual design principles5, many of which are sound and worthy of consideration when evaluating a website design. But, at least in the beginning, we rarely touched on things that went beyond the visual design of the websites and products we were building. I think we could be forgiven that; again, Web design was new then, and we were all learning.

Shortly thereafter, I got involved with the Web design community outside of Boeing (though Boeing had a thriving, diverse and rather large community in its own right), and I began to see how the rest of the world judged design work. It was mostly limited to informal comments in forums and such, again very much “thin-slicing” and focused on snap judgements and gut reactions related to style and visual design. I felt lucky to have what I had: formal, informed, passionate and professional feedback, even if it wasn’t as deep as it should have been.

How We React Link


This hold true today, more than 10 years later. A person tends to critique a design in one of several ways. The most common, and usually least valuable, is by gut reaction. Gut reaction is valid and can be valuable; in fact; if you look at most established design principles, you’ll see something about emotional connection. On the Web especially, this connection is often formed in an instant. It can and often does develop over time, but the initial reaction should be noted and can be important to the overall success of a design.

Gut reactions often hold little value in a critique because they are not properly articulated. The person giving the critique will reduce their initial reaction to words like “suck,” “awesome,” “like,” “hate,” which does nothing to help the designer improve their design. These kinds of reactions are fine to note, but to be valuable they need to be articulated well. This requires a longer look at the design and a clear understanding of what the designer is looking for.

The most common reason the process breaks down is because it’s hard to follow. It takes time, attention and an understanding of what is being evaluated. Unfortunately, people don’t seem willing or able to go that extra step to make their feedback, whether positive or negative, helpful. They’re more concerned about getting their gut reaction off their chest and moving on. In some cases, they simply don’t have the tools to reflect on and articulate their reaction. A good critique requires time and a grasp of fundamental design principles.

Honestly, why else would a designer fire off a “That sucks” comment? If you’re reviewing a fellow designer’s work, you should feel obligated to make your review as helpful as possible. Those unhelpful comments result more from a lack of understanding than a lack of willingness to put in the effort. To this end, I wanted to see whether established principles exist by which to judge Web design and whether we have guidelines along which to offer critiques. So, I did some research.

As With Most Things, Begin With Research Link

Four in Getting Clients: Approaching The Company

I began with some extensive research on Web design criticism and critique. I didn’t find much, but a few things are worth sharing. Jason Santa Maria, who is a wonderful designer and a leader in our field, wrote a good article about giving and taking criticism.6 He has some good advice there, and through his formal schooling he seems to have had a similar experience with criticism and design reviews that I did. He goes into the specifics of critiquing itself, and any designer could benefit from a quick read of it. As well, a few months ago a good post on responding to criticism7 was posted here on Smashing Magazine. It’s about responding to criticism rather than giving it, but some useful ideas are there.

As interesting as those articles are, I couldn’t find anything on giving critiquing Web designs in particular or on established design principles by which to judge websites and applications. In hindsight, and after many revisions to this article, I’m not all that surprised. Given the broad and multi-disciplinary nature of the Web, the subject is difficult to tackle.

Any Universal Web Design Principles? Link

Some attempts have been made to define universal principles for Web design, here on Smashing Magazine8 and over on the much-missed Digital Web9, but these (for me at least) are too broad to be readily usable. They’re a good place to start, though, and worth studying.

More helpful would be to dig deeper and look at more specific principles, such as Principles of Design10 and Jakob Nielsen’s Usability Heuristics11. With these, we could begin to dissect a Web design into its component parts and critique each individually. But let’s be realistic: not many will take the time to do that.

Learning the principles of usability, user interface, typography, visual design and so on is something every Web designer should work towards. This understanding will give you some of the language and criteria you need to effectively criticize. The rest is effort.

In addition to my research, I’ve spoken to many other designers about what makes for a useful critique. While one would expect many of the answers that were given, most people believe that it depends largely on engaging with the design and the designer, on having a conversation with them. I’ve noticed a lot of this happening in Dribbble12, a great community for designers that’s currently in beta. I have a few invitations, which I’ll give to those with the best comments. Just note in your comment that you’re interested in the Dribbble invitation.

After all this research and reflection, I’ve come to define a good critique as one that takes a gut reaction, applies context and understanding to it, and then communicates that in a constructive, conversational way.

To this end, I’ve formulated some simple rules for judging a Web design.

Some Guidelines For Constructive Web Design Criticism Link

Pd 4 in 6 Simple Ways For Freelancers To Increase Productivity

1. Note Your Gut Reaction, But Take Time to Explore It. Link

If you can’t articulate your reaction, stop there and keep it to yourself. As I’ve said, gut reactions can be valuable, but we need to explore them. Think of the last time you saw one of your favorite websites after a redesign. You may have liked it or hated it right away, but after using the website for a bit, your opinion (hopefully an intelligent one) became more moderate. Take the latest redesign of Facebook, for example. I was immediately confused. I think I actually typed something to that effect in the search field, which had been moved to where I thought the status update field would be. But I quickly found my way around and was soon comfortable with it. What’s more, the changes made a lot of sense overall. My gut reaction was expected; big changes can be disruptive, but I needed to look more closely to see that these changes were positive.

2. Learn to Articulate Your Observations, and Invite Being Questioned. Link

A designer should never, ever critique another designer’s work unless they are willing to have a meaningful conversation about it. This is a biggie. Expressing an opinion without offering to talk about it holds little value. You may be passionate about your craft (and your opinion for that matter), but for that passion to have much merit, you need to be willing to have a two-way conversation about it. Off-hand comments, particularly anonymous ones, are unhelpful for a number of reasons, most of which are pretty obvious. The point is simply that if you’re going to form and share an opinion, be willing to go a bit deeper and have a conversation about it.

3. Be Specific, and Offer Suggestions if Appropriate. Link

This is related to the last point. The more specific you are in praising or knocking a design, the more helpful you critique will be. Use descriptive terminology, speak the language of design, relate your opinion back to established principles. Think of your critique as one side of a debate in which you have to defend your opinion.

4. Always Consider Context and Audience-Appropriateness. Link

A personal website can be judged on how well it captures the personality of the designer. A mobile-specific website should be evaluated on a mobile device. And so on. This one can be hard, especially if you don’t know the context or audience. That said, avoid critiquing a design without knowing the context going in. Sure, by understanding visual design principles, you can critique just about any design on that level, but that’s usually just scratching the surface—helpful, but not nearly as helpful as it would be if you took the time to go deeper.

5. The Most Important Measure of a UI’s Success Is How Well It Meets Expectations. Link

I recently wrote about this in depth. The point is that you should judge the utility of a user interface by how well it meets your expectations. Of course, if your expectations are exceeded in some way, that’s great, too, but simply having everything behave as you expect is a good start.

6. Subjectivity Is Fine if Labeled as Such and Articulated Properly. Link

Following on the point about noting your gut reaction, judging a design subjectively is perfectly fine. Sometimes, even after having taken our time and knowing the context and audience and all that, a design still just doesn’t feel right. As long as you articulate that in a way that makes it clear you’re not sure why you feel that way (and if you accompany it with other helpful remarks), the feedback is probably worth sharing.

7. Don’t Neglect the Content. Link

Unless you take the time to use the website and to read and absorb the content, your review will likely be superficial. While content doesn’t often fall under the responsibility of the designer, it’s still a big part of the design. Judge a design based on how well it presents the content and facilitates its use or consumption. Of course, here we have one of those “it depends on the website” situations, so context is doubly important.

8. Study the Principles Used to Judge Design, and Learn the Language. Link

I’ve touched on this quite a bit already. It’s probably the best thing you can do to give better criticism and to become a more educated designer. In order to properly form and articulate an opinion about a design, we need to know the principles and patterns we’re dealing with. And without understanding the language, we can’t easily have a conversation about the quality of the design.

Conclusion Link

Giving a great critique isn’t rocket science, as long as you take some time and use a proper frame of reference (knowledge, context, criteria) to engage and think critically about the design. So, what do you think? Agree? Disagree? I’d love for readers to weigh in here on what they think makes for a useful Web design critique and share what they think makes a Web design successful. Also, feel free to critique this article… I know I could use it.


Footnotes Link

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D. Keith Robinson is a writer, designer, artist, publisher, etc. currently living in San Francisco.

  1. 1

    nice article

    one thing i missed –

    how to deal with criticism that comes from ppl of a far away department. i had this situation once where it was my turn to present and i was prepared for a discussion between designers, coders, performance guys and this project management dude who wasn’t really involved in the project spread his gut all over the place, re-openening questions, issues we already had solved weeks ago … really annoying

  2. 2

    Luv this kinds of articles.


    • 3

      I agree, these articles are not published enough on these sort of web sites.

    • 4

      Good article, but please do not label your conclusion with “Conclusion”. It’s rather high-schoolish.

  3. 5

    True, critiques can be hard. Especially from people who don’t have a background in design like many clients. Sometimes I find it hard to convince them what is right and wrong. I’m pointing at critiques like “Make my logo bigger” or “Can u make that button brighter?”…

    • 6

      Yes, this is a problem. For people who don’t get design it’s more about knowing how to sell your decisions to them than it is trying to get valid feedback to improve your designs. Don’t get me wrong, I think client feedback from non-designers is useful, but it’s not the same as a design critique.

    • 7

      @Illusiv – I find nearly every client of mine has a reaction as you describe at one point or another. What I have found is not to take their suggestions so literal. Consider alternatives to making the logo “bigger”, possibly there is an improvement to the design you can make so the logo is more prominent. Same goes with “make the button” brighter. I’ve found that 99% of the time what my clients are saying is their gut reaction. But potential improvements to the design can satisfy their needs. In my opinion, the most naive (design wise) clients sometimes give the best and most raw feedback, you just have to know how to interpret it.

    • 8

      As long as you can answer a critique with good arguments – you shouldnt let your clients influence grow too much.

    • 9

      How do you deal with critiques like that? When a client critiques your design and asks for changes that you know will result in a bad design – and is very stubborn about his/her way – do you pass on the project? What is the best way to deal with a situation like that? Thanks for any input.

  4. 10

    Christopher Da Sie

    March 2, 2010 6:30 am

    Absolutely fantastic. These articles are always extremely useful. Critiques are extremely hard and never fun for anyone. It always amazes me how much people like to critique but don’t always have the words to explain what they actually like or don’t like. This is a great article that I will be passing along to my colleagues. Thank you.

  5. 11

    Kalle Hiitola

    March 2, 2010 6:36 am

    Great article, I couldn’t agree more. Even tough some of the principles that were pointed out in the article seem so self-explanatory, but that’s simply the beauty of it. Giving criticism isn’t all that complicated but to notice the obvious principles how to deliver the message is why many of need this kind of articles, me included.

  6. 12

    I found this article very informative and will be very useful on my current web projects. I am currently working on writing up a review for my friends website and hopefully by using the write language and exploring the site that you have suggested, it will benefit him and myself greatly.

    Also, if I am not too late and you still have any of those Dribbble invites left, I am more than interested.

  7. 13

    It also helps when being specific to take the time to think about the words you choose during the critique. Most of us are primarily visual, I think, and don’t necessarily weigh our words carefully. It’s not that we need to try not to hurt another designer’s feelings, but that we need to speak precisely in order to convey the message we intend. I’ve run across many critiques where a phrase was fired off and it derailed the entire critique because it was over the top of what was actually meant. The designer being critiqued couldn’t get the over-the-top phrase out of his head even though it was meant to be a minor aspect of the critique. It takes far longer to get the critique back on the right track once this has happened than it does to pause and phrase your idea more carefully.

    This is particularly difficult when you’ve been working with a group of people for a while and begin critiquing a newbie who may not be used to your group’s style of critique.

    (I’m interested in a Dribble invite as well)

  8. 14

    Smashing Buzz

    March 2, 2010 6:52 am

    As a web designer i love to read your helping article.

  9. 15

    Great article…constructive criticism is hard to do well. Choosing carefully the words we use and the way we describe the problems is important. Also it is important not only to point out the flaws, but possible solutions and also what works with the design….

  10. 16

    Good article. I was drawn to the title because I find a lot of times my initial reaction is to go into defense mode when I’m being critiqued. I know it’s important (if the critique is valid and well spoken) to listen and learn. So it’s something I’m working on. It’s especially hard when the questions and critiques come from non-designers…

    (I’d love a dribble invite).

    • 17

      @Hawk O, I agree with you; it’s hard to take criticism – especially from people not in your discipline, but there are two parts of this that should be explored.

      1) It is definitely an art to receive criticism and learn from it, but it is also an art to give criticism, which is why these types of articles are so valuable and should be shared across all disciplines (or even taught in school!).

      2) Part of the beauty of receiving *constructive* criticism from people outside your discipline is that you gain an outsider’s perspective to help uncover areas that designers may not readily think of.

      However it is so very important for people not to jump all over the person of the work being critiqued. This is where the collaboration process can fall apart, which is quite unfortunate. As Keith mentioned, a lot can be learned and gained from sharing your work with others to receive feedback. If a critiquing session ever gets out of hand there should always be a responsible participant who can bring the session back to the “constructive” aspect of the critique and be prepared to ask questions to guide the critique-er to the reasoning behind his/her opinions. Getting to the root and understanding what it is they are really trying to convey, as well as the reasoning behind the designer’s methods helps facilitate better communication.

      Great post!

  11. 18

    I went to several colleges and received 3 degrees related to design and visual communications and of all that schooling I had only one teacher who truly pushed for hard reviews with constructive criticism. The most relaxed reviews I ever received were in getting a B.A. in Studio Art. We were given the chance to critique one another and about the most constructive thing anyone said was “that’s great… I love it.” It wasn’t that we couldn’t critique each other, but often other people just didn’t want to.

    I always missed that one teacher who let us, and made us, go at one another for our design flaws. I’ve been in the workforce now for 3 years and one of my favorite things to do still is to deconstruct a design and make it better.

    I don’t know what Dribbble is but sign me up! Thanks.

  12. 19

    Some initial thoughts from a rookie web designer for a software company who comes from a legal background. As critique has really boosted my personal progress, I must agree with some of the points in this article. However it is worth pointing out two things; firstly the difference between critique and criticism (often forgotten) and secondly that critique is very much related to personalities and commonsense. Therefore I find critique to be interlinked with knowledge of people personalities, especially at the receivers end, but perhaps most importantly professionalism is often neglected in favour of taking things personally.
    Ps. if there are any Dribbble invitations left, I would very much appreciate the gesture. Thanks.

  13. 20

    This is a good example of quality content. You can tell from the preceding comments that it has provoked thought. The type of posts that gather “cool post” or “like this” comments are often not worth the time it takes to read them, but here’s a quality, in-depth and well-written one.

    I believe that critiques are one of the hardest things to do in a clear way. This may be partially due to my personality, because I hate to tell people that they did this or that wrong or their work is mediocre, but it’s difficult to criticize someone’s work.

    I think the main issue is that a critique is not personal in any way (or shouldn’t be!) and should not be taken personally as an insult to one’s design skills or the problematic “personal style.”

    If perhaps you have a dribbble invite still waiting to be given, I certainly wouldn’t mind one! :)

    • 21

      Critiques really should focus on the work, you’re right. I think it usually gets personal when the designer being critiqued has an attachment to their work, which is perfectly fine and can often be a good thing.

      It’s important for designers to try to divorce themselves, at least to a certain extent, from their work when receiving a critique. It’s much easier to understand, learn from and do something with a critique if you can look at it somewhat objectively.

      Easier said than done though. Haha. :)

  14. 22

    This article hit on the problem of communication. I have to agree with Michael that in class we weren’t very helpful to each other because we were being too nice. That, in my opinion, is the problem that occurs when you are more personal with each other.

    The opposite is true in a critiquing situation where people don’t really know each other and may never meet. It borders on rude, with one-word, unhelpful comments. In each situation we have to remember that we have the opportunity to be helpful. A little detail, please!

    And I would love an invite to Dribbble!

    • 23

      Communication is something illusive to the most highly educated persons. The illusiveness of communication is rooted in it’s source, people. Persons have their own context (history, education, experience, state of mind etc) add the context of the situation and the receiving end of the communicationprocess and you have some very strong variables that (partly) define a response.

      Like said in the article. Take into account the source of the critique and engage in conversation. Try to throw some design principles at them and find out whether they know what they are talking about. Dont simply accept what they say.

      I’m a communicationsadvisor and in my work many people i work with simply accept what I say to be true. Even though half the time I might be guessing, granted my guessing is probably founded on different principles but still. I think that a little insight in the person will prove to be invaluable.

      Most people giving critiques can be molded to see your viewpoints. So before you have to go and change anything in your design, It is your job to educate them and convince them you are right. Because you are the authority in your field.

      I’m not saying nothing can be gained from criticism.. On the contrary. A lot can be learned!!.. but make sure the source is valid!

  15. 24

    It’s 2010 and almost everyone has had some experience with the online world. This means that almost everyone has an opinion of how a website should function. As web designers, we need to keep this thought at the forefront of dealing with other less experienced critics who are also stakeholders.
    I would highlight content considerations to be at a higher priority. This is something most people forget about, even the most content-focused stakeholders. That is the heart of all web design I believe.

    I’d never heard of Dribbble, but I wouldn’t mind checking it out.
    Sometimes it’s good to get together.

  16. 25

    Thomas McGee

    March 2, 2010 8:07 am

    Nice article. The importance of good critiques are often overlooked these days, but as with anything, they are an essential piece to getting better at what we do.

  17. 26

    I really like this article and plan to share with my colleagues. One question I have is: How do we relay these guidelines to the customer?

    Our team builds internal web applications for other departments (engineers, HR, finance, etc) and often time they barely know how to open email let alone understand how to critique and provide useful feedback to the team. In addition, we use the Scrum process so we are demo’ing the product every two weeks. The last app we worked on, we ended up redesigning one section 3 times based on the gut reactions of the customer who were so unclear on their internal process that they didn’t really know what they wanted from the app.

    Is there a “quick and dirty” way to explain to them how they can best interact with the design so that their feedback helps to improve the design rather than influencing a total redesign based on a gut feel?

    p.s. I am interested in a Dribble invitation. I am currently pursuing a Master’s in HCI so I would love to see how those conversations mesh with my learnings.

    • 27

      Hi Sarah. Your question is one that many seem to be having and it’s more related to how to get sign-off, explain design decisions, etc. to someone who is a non designer.

      This is a big topic, but I can tell you a few things that have helped me in the past.

      First, you should set expectations with them, let them know what kind of *specific* feedback you are expecting and how you want to receive that feedback. You’re not going to get the kinds of things I talk about here from non-designers because they don’t have the frame of reference to give you that kind of thing.

      As part of this you should be working out and getting an understanding with your client about what the review process is. Sometimes this will fall apart, but it’s good to give it your best shot. One way that helped me in the past is to attach costs to their feedback. Meaning, I’d set the expectation that they could review the project two times and then, if we hadn’t settled on something, they’d have to pay for any further review/changes.

      Second, a big part of being a professional designer is learning how to educate non-designers. You should be having conversations with them about what their gut feeling signifies. You might point them to this article and let them know that it’s a valid feeling to share, but it’s not always helpful.

      Third, if you can invest in something like user-testing that provides you data to back up your design decisions, do so. It sounds like in your position some simple, informal user-testing with these folks might get you better, more focused feedback and at the same time help open their eyes a bit to what you are doing.

      This is a big topic. I hope this helps some.

      • 28

        Thank you Keith, it does help. We are starting to implement usability testing and while some customers are open to the feedback we get from it and how it helps with the design, other customers are adamant about what they want and are not willing to look at the data. I think the hardest part at our company is getting non-IT people (let alone non-designers) to trust IT people to do the right thing.

        I also really like the idea of explaining to them the cost of redesign. We have started doing that in the Scrum with the requirements but I think we also have to do that with redesigns. I don’t think that non-IT people understand that the design is more than slapping some text and graphics on a page.

        You have definitely given me some food for thought on how to approach my next Sprint demo and how to solicit customer feedback.

        Thank you.

  18. 29

    “… a good critique [is] one that takes a gut reaction, applies context and understanding to it, and then communicates that in a constructive, conversational way.”

    This, to me, sums up this article perfectly, and describes an ability that most of us should have in some form or another. Isn’t web design all about taking abstract or image-heavy ideas and applying them somehow to a system (or should I say applying a system to them)?

    I’m currently a student taking a 2-year college course. I have yet to actually complete a web site (just months away), but I’ve been reading articles on sites like Smashing Magazine for quite a few months now. The one thing that actually bothered me in any capacity during all this time is the presence of the types of comments you talk about. When I see negative, “gut-reaction” comments like this, I immediately think “unprofessional and lazy”. I’m curious as to how people like this conduct their business, especially in the online world where your communication skills will form a large part of the impression you make on clients.

    From the perspective of someone entering the field, the ideas presented in this article can really be put to great use with regards to learning from the experienced, as well as the inexperienced, and even with regards to forming an online presence and networking with other designers.

    Very well written article, thanks for inspiring me to post my very first comment!

    (Dribble seems to be great, but I have a feeling that it might be public by the time I’m able to really make use of it.)

  19. 30

    Very well written and very helpfull. Not before the end of the article I realized the author, whose blog I´m already reading with pleasure!

  20. 31

    Before giving any critique it is helpful to know the design’s purpose and it’s restraints. Without that, too much is left to preference. A quality of a good designer is articulating the purpose, restraints, and audience (mentioned in #4) upfront and also listening and filtering critiques that are relevant vs. personal preference or style. Also known as “having a thick skin”. A good read. Any Dribbble invites left? Thanks.

  21. 32

    Thanks for all the wonderful and thoughtful feedback! I’m really glad you’ve found something useful in here.

    For those of you wanting Dribbble invites, I do have a few and would love to give them to you. I just realized that there is no way to pull your email address from the comments (which is probably a good thing) so if you want one, please email me at here: keith at and I’ll go back, find the best comments and send them out.

    Thanks again and sorry for the confusion with the invites!

  22. 33

    Great Article.

    Thinking of your critique as one side of a debate in which you have to defend your opinion is a great way to look at it. If you’ve done your research and you express clearly and passionately your reason behind why you’ve made the decisions you did it can make it hard for people to argue, or critique you. This could be a plus or minus depending on if your dealing with your boss, or a client that wants you to change the color of that button, or a mentor who’s opinion you trust and hold dear. I think a good way to get the feedback your looking for is to ask questions, or offer alternatives of laying things out in a different way and see what people have to say about that specific subject. If your in a serious critique with someone who is well informed of your audience and content and is prepared to give feedback this may be a good way to get to a resolution more efficiently. Don’t play games, and talk things out.

    (im interested in getting an invite to Dribbble as well)

  23. 34

    Very Interesting Article !

  24. 35

    Funny reading this. Personally i think the web design world is starting to mature. A lot of the points that you made about is about the same for the advertising and the print since the dawn of marketing and advertising.

    I have “golden” rules that i use with my clients during the dark ages of print and it still applies to web

    1. Educate your clients.
    They hired you because they need your expertise. So help them along. Educate them!

    2. Learn to what the criticism/feedback is really about.
    There are many reasons why a client might have a issue with the work, and sometimes they cant really explain it themselves. Maybe they are picking on it because they don’t like the headline, and all they can say ” something is not right here”

    3. Failure is the father of success (or something like that).
    So what if you got it wrong or the client decides its “wrong”. We work in a field where there are more opinions than _________ in the world. Have pride in your work and stand by it, but don’t close yourself off to different ways to think.

    4. If the design is soild, ask yourself if the messaging is off.
    Web design is more than just pretty design, Its a tool for communication.
    maybe the issue is not design but the strategy.

  25. 36

    I wish we could make clients read this document. More times than I can count, a “higher up” at a client’s company (mind you, they hardly have experience with computers let alone web sites) will request a change on a website because “it just doesn’t look right”. Forget the usability, consistency, good practice, flow etc… they want it changed because their gut doesn’t like it and they don’t know why. I wonder if there is a way to politely send this article to all our clients. heheh

    This was a good article and I enjoyed the read. Keep it up.

  26. 37

    This is quality content for those of us trying to improve the quality of design services without asking for everything the come out of the cracks.

    Please dribble me if you can.


  27. 38

    Thinking about the evolution and proliferation of good critiquing, this made me think that as a designer/developer, we should put some kind of comment or link in the source code that would explain the goals of the design, purpose, why we made it like we did, etc. I do it for my stylesheets, name, version, type, etc.

    If that was a standard (dreaming of the day in the far far future), us designers/devs could easily see what the design was made to reflect and thus give better responses on those “critique my work” sites. I know many a times my designs suffered the inevitable client side push towards making logos ridiculously large, placing them everywhere, putting their picture all big in places it shouldn’t be… if someone saw my work they would say, “it sucks,” but really, the client couldn’t be happier with my work.

    What do you think those things are that a designer should articulate to give context to their design? Would all companies want that on their site? Probably not…

    • 39

      It’s not a bad idea, but as you say, I don’t think it’s 100% appropriate. In my opinion, if someone just says “it sucks” without taking the time to understand the context or have a conversation about it you can be safe just ignoring them. :)

  28. 40

    Matthew Montgomery

    March 2, 2010 10:50 am

    Really enjoyed your article Keith. I just graduated from school last year and have been working at my first full time gig at an agency for the past 7 months. I’ve found in the agency world a design ends up being critiqued on so many levels. The art director critiques based on form, the writer based on the content and the account executive based on the client’s needs. All of these levels of crit can become frustrating. Many of the principles you stated above I have been adding to my design process. This has really helped limit the amount of issues any given person may have with a design. This has allowed my critiques to be more focused on strategy and how the design supports the big idea rather than getting wrapped up in missed details.

    Also, if there are any more dribble invites left I would be interested in getting one.


  29. 41

    It’s Obvious when there is a great article on Smashing because the comments end up containing meaningful conversation about the article and topic.

    I loved this article. And I love that Keith stuck around to participate in the discussion.

  30. 42


    I find this article to be very helpful. I work at a university where I am the only person that works on the university’s site. I am currently starting to redesign the top portion of the university site map. I find my self in a position to do pretty much everything from card sorting to front-end development.

    After some user testing, I have released some stuff to the university community and got a lot good criticism. How much of it was bound by politics, I’m not really sure. However I find my self in a somewhat of a positive situation because I can take that criticism to build a better product.

    Despite the good criticism it becomes a challenge when you are the only one that does visual design for the web. I find my self in a constant battle over different shades of color and overall goal of things like the homepage with the marketing people. That is a challenge all in it’s self. I have the creative control but still need to get sign off by people that don’t know what they dislike till they see it.

    I have heard of Dribble and I think it sounds like an excellent idea to leak your work to people that know web design. I think it would benefit me greatly because I don’t have anyone to really bounce ideas around with. If I could get an invite that would be great!


  31. 43

    All out of Dribbble invites! Thanks for all the comments and keep them coming!

  32. 44

    Thnx for the article, it’s proven great help for my own essay that I’m writing for graduation.
    My subject is, a guide in to webdesign. So I’m writing about webdesign, what is it, where does it come from and how should you look at webdesign. Just like fashion, webdesign had it’s own dresscode. Everybody knows how to describe a person who he dressed for a business conversation, and somebody who goes to a gym. Seems like everybody knows these dresscodes, now I want to find out what the dresscodes for different websites are.

    So by reading this post, helps me out on HOW to look at webdesign.

    Thnks a lot!!

  33. 45

    Amazingly well written article. Great share….

  34. 46

    Great article!!! Thanks for putting it together.

    Can I please have an invitation to

  35. 47

    Ammar Ceker

    March 2, 2010 2:46 pm

    Good article,
    Thank you Robinson

  36. 48

    It’s great hearing about your experience with critiques at Boeing, and how they made you feel!

    Although it’s concerned with photography, the following article on ‘The Art of Critique’ is an interesting read:

  37. 49

    Great article, thank you! I have always loved “The quality of your life is based on the quality of the questions you ask” by Demartini

    Also, I would love to join you on, will you add me?

  38. 50

    I have been through the design criticism process more than once and am learning not to take the client’s word to heart – to try to find out what they mean rather than get my back up over their ignorance of how to give a useful critique. I am toying with the idea of giving them a reaction/suggestion sheet so that we a) have their assessment in an archiveable form and b) we end up with a structured, comprehensive document to move forward with.
    (Sorry if archiveable is not a dictionary word)

    Wouldn’t mind a Dribble invite, BTW :)

  39. 51

    Hi Keith I really enjoyed your post and regardless of the dribble invite (which i’d really love btw) I would have expressed my thoughts regardless.

    Here’s the way I see it. Any type of creative project no matter what the medium is a subjective thing.

    Eye rolling and negative “gut” reactions as you called it are pointless to everyone especially the account executive/client or offending creative director that might be pointing the finger.

    Unlike print and other traditional forms of media in web design/web applications there is a lot more then just being on strategy and using the right balance of type, texture and colors.

    The User experience and information architecture plays a large role in what makes a design “good or bad”

    Being at both sides of table (designer/creative director) i can recognize and appreciate the need for a formal design critique.

    Collaboration amongst professionals can really help yield the most positive of outcomes if the proper approach is taken to a creative review.

    I like to approach creative reviews from two distinct angles.

    1) Internal Reviews – this allows for a much more informal approach to the creative process where the team is assembled and the creative is looked at. All the parties involved ranging from the account services/executives and those tied to the project are there to review the project. the designer(s) should introduce the files and discuss their thinking behind the concept. Presenting their thinking will not only allow them to get more comfortable presenting to a group but will also prepare them for professional growth in the organization. After all some of the best business developers are former designers/creative professionals that can sell.

    Even if a concept looks and appears to be aesthetically pleasing if the defining factors of the foundational strategy are flawed even a “pretty” concept might not be a good one.

    a design is meant to accomplish a purpose. It could be meant to drive sales to a focused call to action, educate or teach people about a product or service offering or just be meant to inform to name a few.

    during this phase regardless of the outcome discussing the elements of the design that aren’t preferred as going to offer the best resolution to the next steps.

    If a designer walks away learning why his concept was “shot down” he will go back to his workstation with intent and the information to come back with a more favorable outcome.

    Things like using too many typefaces, bad usage of balance and spacial relations or a color palette without good contrast could really help to enrich the designer.

    2) Client Reviews

    after a successful internal review i prefer to invite clients in or go visit them to present concepts. At least for the major milestones. If you email or send a client a concept and cannot be there to describe or deliver the meaning behind it often it will get passed around to their co-workers, “friends and family” and you will quickly have yourself a case of creative by committee where everyone who has read about web design or photoshop thinks they are an expert.

    Having an agenda is great so the client knows what is being presented and you specify a time to present and leave room for questions and answers. not only does this help set the tone and flow of the meeting but it also helps keep it timely. As you will hopefully agree your time is valuable and best spent doing the work not talking about it.

    When it FAILS?

    A great deal of designers are very defensive people. i’m sure we have all known a design “diva” who no matter what they do they always think its perfect. Even the best of designers and art directors can use and benefit from creative direction. What i notice a lot is when the “diva” designer will create something that looks visually amazing or uses their favorite trendy typeface but it is totally against the campaign/project strategy. Its not about the designer or the client its about who the audience will potentially be.

  40. 52

    Having worked the web in the corporate world for well over a decade (the big B), I have found that honesty is the hardest thing to find. Most people tend to have a vested interest, either needing your immediate assistance to cover their tail, or looking to you because of respect for your previous work. Either way, extracting an honest opinion is sometimes harder than gathering content. Thanks for putting it together in a great article Keith. As designers we tend to get wrapped up in the development and fall short in the implementation of review and usability. Also, never take anything personal! Love to dribble!

  41. 53

    Thanks so much for writing this article! I’m a student, and critiquing other people’s work is something I’m really struggling with right now. This semester I’m taking a class with a super teacher. He is the only one I’ve had who maintains a standard for the feedback that students give each other. He asks us to give other students a “happy bread sandwich” (that makes us sound like a kindergartners rather than a college students, I’m almost embarrassed to post it – but our teacher is a wacky guy). The gist of it is to start out with positive feedback, then point out areas that need improvement, and finish with at least one more positive comment. We are never to say the word “like” in the context of “I like” or “I don’t like” during the process. Although it’s basic, I think his method definitely encourages us to develop our thoughts along the first three points in your list of guidelines. I also think that because of the mandatory positive feedback, nobody feels beat up, which helps open us up to learning from the critical feedback. It’s been the most valuable experience I’ve ever had examining and talking about other people’s work.

    Giving a good critique still feels a bit like rocket science to me, or at least Calculus I. I guess ease comes with practice!

  42. 54

    Maxence JACQUES

    March 3, 2010 12:05 am

    Sorry for my poor English (I’m French)

    This article is very useful especially when you talk about the 8 points for constructive web design criticism.
    I like the way you express the fact that people don’t like changements (like the FaceBook UI). It’s true and not only in your country. In France people are totally old-school. When changements happen they can’t accept it they have to say that they dislike it.

    Thx for this great article.

    Just a last thing. Can you send me an invitation for Dribbble please
    Great Job SM is a very great site

  43. 55

    hey great need to know stuff am intrested in the dribble invitation would help alot thanx

  44. 56

    Hi Keith,
    your article is very nice I loved it and all are appreciated….
    discussion is also very nice for designers who belongs to IT industry our designer community is like that only but a designer can understood to designers feelings and questions, and that is what written here…

    Let me know as well if someone having 6 years of experience. How he would get to sharpen his skills in UI. Is it necessary to done HCI principles and masters in HCI. How he or she will get job easily to answers them.


  45. 57

    Hi D. Keith Robinson

    Thanks for the wonderful article. I am a web designer and into designing since last 6 years. As I just got introduced to the UI side of it, I still face problems understanding what exactly are the end user looking out for… Cause of this confusion at times the design fails and it becomes difficult to come out with some real out of the box concept.
    This leads to a big failure.

    Can you please share some more ideas how to get into the users mind and deliver the perfect design?

    **Also, I would love to be a part of Dribble family**

    Thanks & Regards,

  46. 58

    Renato Feijó

    March 3, 2010 2:16 am

    One way of addressing the issue of non-designers critiquing design work is to develop a design brief before you start designing. The design brief typically describes the constraints within which we’re working, any mandatory elements (e.g. brand identity guidelines), the audiences, etc. The design brief is also a place where you identify the existing design opportunities, the key guiding (design) principles, and all the design goals or objectives, prioritized.

    With those elements in mind, it’s much easier for the person giving critique to understand your mind frame and provide objective feedback. Also the design brief helps setting appropriate expectations about the design exercise for people unaware of the design process, people less articulated in visual communication principles, and people who are simply not “visual”.

    Not all designers like to write about what they are going to design before they get started, preferring to jump straight into sketching and concept development. This is a mistake. In the web industry, given the multi-disciplinary nature of the work that we do, it is capital that understand how to communicate with team members — or your client — about your design.

    In short: design before you code, but also figure out what you’re going to design and delineate the playing field before you start.

  47. 59

    Thanks for your contents.

  48. 60

    wonderful read…

  49. 61

    Goldenboy Media

    March 3, 2010 3:22 am

    Criticism has without doubt helped me become the designer i am today. I would constantly try and create better designs until the criticism became less and less, generally to the point where the is none.

    It’s always hard taking it on the chin, especially when your just starting out, but with alot of dedication and passion you will design a piece of work you can really be proud of! This article brought back afew memories :-)

    Would also appreciate a dribble invite.


  50. 62

    Lets admit it….clients, most of the time, suck when it comes to approving designs. They always make cheesy recommendations that you know would make your beautiful design look like its from 1999. Flashing text or buttons, colors that arent complimentary and would look hideous in the design, cluttered design, etc. They have no clue when it comes to design.

    Can you imagine how they would feel if you critiqued them on their business….i.e., restaurant and its terrible food, automaker and its crappy cars, etc?? They need to understand that this is your profession as well, and you are the expert here, the “trusted advisor”, and that they need to just do that…trust that you know what you are doing. You wanted a reputable web company, you got it…now give us your content and get out of the way. Period.

    I think the best point illustrated in this article is that designers need to sell their designs to the client…basically….here ya go, and we feel this is the best way to sell your product or services.

  51. 63

    Great article and following discussion, I really enjoyed reading it all. Let’s not forget that it’s also about content. A great design needs to be co-ordinated with a great idea, and great content. I think websites like DubLi are pushing at the forefront of this principle. Thoughts, anyone?

  52. 64

    The points this article makes about the critic explaining the reasoning behind their comments is definitely true. Without the reasoning behind a viewpoint it’s no good as their reasons may validate / devalue their point.

    Likewise a designer should be able to explain the logic of design decisions.

    A design should be critiqued on its objective – whether it does or doesn’t meet its goals.

    The only point in this article I would disagree with slightly is that it seems to suggest the critic needs design knowledge to evaluate a design. Often clients don’t have design knowledge but are in a place to provide feedback as they should be able to explain why a design does or doesn’t meet its objectives without using technical design jargon. For example, the critic should say “the most important thing about our site is X but the design doesn’t get this across”.

    Another point is that a critic should never tell the designer how to design, it’s up to the designer to think of the solution unless they want people’s ideas.

  53. 65

    Great article. Only if I can get my bosses to read this, the world will be a wonderful place… until then… *sigh* In another word, not everyone understands this, and reacting from a gut reaction is in almost everybody’s nature. You can’t teach a client or send them here to read this to train him how to give constructive feed backs.

    But one thing I think I have been doing right at my job is even though my bosses get annoyed when I ask, “Can you tell me specifically? Like why this and that?” – it had helped me tremendously to get what they want to see and do. Not only that, asking them can also give me an opportunity to explain why this would work better than what they’ve suggested. Compromising is better than a 1999 website I’d say… since most people believe they should see what they’ve paid for or paid you for. Getting half of what you want to see isn’t so bad. Unless you have the dream client… and as we all know they’re like unicorns…

  54. 66

    Great article, wish clients would read this, in my past experience a lot of clients/higher ups (usually no knowledge in web design) may give you “alleged” feedback such as “it’s not working” or “i’m not feeling it”, to which you may reply in asking which parts are not working or which parts are you not feeling, in the hope of getting a response a little more specific, then they reply “I don’t know – you’re the designer!”… How would you reply next?

  55. 67

    Great discussion, and an ongoing process for all of us. After 25 years in the design business, I can look at every time the design review worked or didn’t work, and almost always find the tipping point to be the communication process. How well did we work with the client up front to determine the goals, audience and expectations? We go through a comprehensive planning and specification process with all the stakeholders and team players, so everyone is on the same page (or they’ve said they are). By the time we get to the design, it almost unfolds naturally from all the preparation work, and there should be no surprises, mostly preferences. We’ve prioritized the content, explored “look and feel” parameters, and detailed the functions. Before we show the designs, we review our content outline with the team, revisiting the plan and intent, which is a great set up to show how the designs bring the plan to life. At this point, if the client has issues, it is often because the stakeholders weren’t involved in the pre-planning/approval process. And, there are always some personalities that like to disclose new information at this point or wonder why we didn’t read their mind about something. As some of you have pointed out, it’s good to have a process built in that requires going back to the planning stage if this happens, and building in additional fees for redesign if the agreed upon plan up to this point is changed.

  56. 68

    Thanks for your article, I found it interesting and timely. The subject is one I find difficult and something I need to address better in my work. Most people if asked their opinion take a passive position and will by default offer something negative, anything else requires thought, time and consideration.
    I thought the most important point you made was about telling people what kind of criticism is expected of them so they don’t fall into the trap of offering an unelaborated gut reaction.
    If anything I would like to hear more about this kind of strategy.
    By way of careful criticism: I found the article a bit long, I thought the ideas could have been expressed more briefly. Thanks for taking the time and care to write it though.

  57. 69

    A really good article, but you know what I like better than that? In the article, you say it’s important to maintain a two-way conversation in the critiquing process. Then, in these excellent comments and responses, you DO!

    Better content and discussion than the average blog, but Smashing Magazine is on my short list of “must-reads” and I’m rarely disappointed.

  58. 70

    Blue tester

    March 3, 2010 9:59 am

    Criticism should be related to collaboration or, at least, with a constructive attitude, as you mentioned, when is visceral becomes unprofitable.

    Me, as many, never heard about Dribbble, but I would like to checking it out.


  59. 71

    Ah this was a great read. Thank you so much….I wish I could instantly transfer this knowledge to my coworkers and clients…and my boss. Even though I don’t freelance anymore, and work for a small marketing company, we aren’t a “branding” company and I feel these are GREAT points for anyone trying to critique work, not just designers…I have to deal with “sucks” or “i like…but more red” all the time from both my boss or from clients. so it’s great to be able to analyze them and understand their thought process a bit now too to help them out.

    …also thanks for all the links in this article, reading a lot of these right now too to learn more. this stuff is really appreciated!

    one link was broken though that i would really like to read: the user experience and expectations link..

    also – dribble caught my eye..any details on that? im not sure if you have any more invites…i think i’m like the 75th comment or something. but wanted to ask anyway!

  60. 72

    This was a great article. Also loved some of the comments…

  61. 73

    made my notes, thanks again

  62. 74

    Well written and good advice here Mr. Robinson! I have a tip to help with the articulation of ideas into words. Pause. Often. It sounds weird at first, and I first experienced this during a critique in one of my classes. A girl would always stop mid-sentence, and quite frankly it got on my nerves. Although she always had really valuable things to say, every time! It didn’t take long before every student in the class would be mid-sentence on gut-reactions and pivot to more critical advice by pausing a moment. This also discouraged interruptions in the critique. Before long my classmates understood the pause being a ‘thought-shift’ and not ‘I’m finished speaking. I had the best critiques in this class, and now, after much improvement, I sound like a speak-n-spell! jk :)

  63. 75

    Jonathan Bruder

    March 3, 2010 12:07 pm

    To me, one of the biggest challenges is introducing the culture of criticism. You make it clear that there’s a lot of work to be done in creating a common platform for criticism; team members must understand design principles and standards, and must be able to apply a discerning eye with regard to those standards.

    It can be difficult to bring team members — especially new team members — into that fold. Many of the designers and developers that I now work with started in roles where they were completely isolated from a community of peers. Those individuals are acclimated to working and making decisions alone, and may need a lot of coaching to move into any team environment. A critical framework might complicate this process unless expectations are clear and consistent.

    Another challenge lies in introducing accountability. For a critical framework to work, team members must have time to do the work that is necessary for effecting constructive change in projects. Design reviews can’t just be added to the list of tasks; team members must be held liable for the review process and given the opportunity to participate. Otherwise, the criticism process will evaporate over time. If you give your team the time to do the work, and hold them accountable for it, you will see the rewards for that work.

    I’m fortunate to have used the critique process extensively in art school. I’ve made the mistake of expecting others to have had a similar experience. You might guess that the situation ended badly. People don’t take kindly to critique, constructive or otherwise, without clear boundaries and expectations. If you can get on the same page, it will be an overwhelmingly positive experience in the long run.

    And yes.. I’m interested in a dribbble key :)

  64. 76

    I loved your article i totally agree on your point of view. But the first step still is being able to accept criticism from other people. Most western people find this really hard.
    Id love a invite on Dribbble and try that out.

    Greetings Pascal

  65. 77

    nice – covers a lot of ground

    critique story from 1st year of design school:

    one of the earliest and most memorable critiques I had was in a drawing class… the assignment was a self-portrait done with charcoal on newsprint… the standard issue newsprint at the time was was 24×36″ or so… decent size for this purpose… the entire class used this standard size — except for 2 people. Their drawings were monumental by comparison, done on newsprint roll 10ft x 30ft… no exaggeration. Done with HUGE chunks of charcoal. I still vividly remember those drawings years later… of course part of the critique centered around the format… defying expectations sometimes can be very powerful and often it’s difference between good and great design.

    Would like to check out dribbble.

  66. 78

    Tina Clarke

    March 3, 2010 1:47 pm

    It would be good to see a follow up to this article which would follow each element of a design in detail, start the top and work your way to the bottom. Logo to footers. I would not stop on the visual but also go into depth on the coding. Do you know how many webmasters who do not start off with a doctype? I would go further and expand to SEO and then into other elements outside a ‘template design’ like forms etc. Ok forget the articles we are into ebook/book status by now:) It would seriously be a good idea. I feel there are things left unsaid.

    I too started ten or more years ago but I am not a professional (In that I have a job). However my crtiques I’ve been told are welcomed, one because I go into depth. Plus I find others tend to follow my lead and start putting a bit more into their own critiques. (I am also an abstract artist and trying to get feedback on my artwork from anyone professional – well it just never happened to any great extent) This makes me want to give what I perceive I should be getting. I find when you are giving a critique you should say what is wrong and then say how to fix and to give details where to get more indepth information, if you haven’t got time to go into detail, touch on the most salient points and come back later. I like nothing better than to watch people have their ‘light bulb’ moments. Lastly, I prefer critique’s where the OP will start asking questions, and others chip in with help or more questions and a dissussion ensues.

    Regarding conclusion – well if you are taught in high school that is how you should end a report, its not a ‘high school’ thing to do, its a method you are supposed to use in the ‘real world’. I prefer seeing that there is a conclusion a lot of people don’t bother with one at the end of their articles and you are left wondering what the point might actually be. Plus you can always skip to the end for a quick round up of the article.

    I’d be delighted to receive a Dribble invite, please consider me. I started following them, to see what they were about, so far from what they are saying it seems like some kind of game where you score points but what you have to do is not clear. They do say “Pro Tip™ for folks seeking invites: have a URL where ppl can check out your work. A Twitter profile with no info makes Larry Bird cry :..(” However they don’t follow that criteria themselves. I suspect its just a marketing viral ploy, nothing is as exciting as a ‘secret’. I suspect this article was either created to feed it with people of a certain mindset or it is a happy coincidence, that it was decided to write it.

  67. 79

    really enjoyed the article, i’m actually taking an HCI class right now and we’re apply a lot of the concepts we’re learning to the web.

    i’d also be interested in a dribbble invite, if you have any left.

  68. 80

    Well done.

    As embarrassing as it may be, I actually show my mom everything I produce. Chuckle it up, but she’s the best critic because she knows absolutely jack about web design. Her gut reactions are generally spot on and she’s totally capable of articulating them so I never hear ‘this sux’ or whatever. I value her input because she’s my mom and because she represents a great example of the audience I generally deal with. She’s isn’t ignorant to the web but at the same time she’s not using twitter all the time either.

    One thing I didn’t see though was a point on sticking to your design decisions when questioned. I was lucky enough to attend a fairly respected art institute and critique was 60% of my day. One thing that always drove me crazy was when students would back down from their work when their peers called them out. It’s one thing if you didn’t know about a certain aspect but don’t make excuses for what you did. You chose a color because it spoke to you, you drew a line there because it needed to be there. Don’t be defensive and argumentative but stand up for what you’ve done and back it up with reason. Have confidence in your work even if you’ve done it wrong. Critique is meant to help not hinder, so don’t shake in your boots when someone calls you out on something you did.

    ps – Can I get a dribbble invite? ;)

  69. 81

    for me, i like to get back to basics. Since websites these days incoporate most multimedia elements, i like to break down the website into media types and critique its design/use individually, and then how these influence the overall success/failure of the design. Then I move to navigation elements and usability. By doing this, you actively identify what is good or what needs work, and also can draw upon the traditional design critique/principles to critique certain elements (for example background art)


  70. 82

    The first photo you selected is licensed under CC-BY-NC-SA, which means free and for non-commercial use. Your advertisements on Smashing Magazine makes your site commercial, so the use of this photo here is prohibited.

  71. 83

    nice article :D hope to see more articles like this one in the future

  72. 84

    This article sucks

    Just kidding :)

  73. 85

    Great article! Nice that you took the time to write about this topic. The only problem is that the audience that is reading this post isn’t necessarily the audience that SHOULD be. Many times, we as designers and developers need to get approval from those higher up in the food chain, or those in completely different areas in an organization…and more often than not they have zero background in web development. Getting them to buy into this review methodology will be the challenge.

    PS: I’m interested in Dribble.

  74. 86

    Awesome article, as a user interface designer, all these things still very much apply.

    please dribble me if possible

  75. 87

    I find it’s really helpful to add the word “ass” to any formal critique. For example you can combine words with “ass” like “suck ass”, or “kick ass”, or even…. “Awesome ass”.

  76. 88

    Steve Krug has a great book on designing web sites that are easy to use called _Don’t Make Me Think_. Among other recommendations, he encourages designers to rely heavily on conventions that users will recognize. Apparently this is a pretty popular book in the UX community. Krug’s site is

  77. 89

    sayan mukherjee

    March 7, 2010 12:48 pm

    nice, very nice….
    nothing more to say.

  78. 90

    I’m interested in a Dribbble invite.

    Why Subjective Criticism is Indispensable

    Articles introducing people to critique tend to make two points about subjective responses: 1. Subjective experience of design cannot be dictated or avoided; 2. Talking about your subjective experience is all but useless in design critique and should usually be avoided.

    But subjective experience is the only way we know whether a design works for us.

    Design is experienced sensuously and emotionally. Objective critique often lacks the essential human experiential component, and will jump straight to problem-solving phrases such as, “Spacing is too equal between groups of unrelated components causing parity,” without pointing out the telling fact that the layout causes anxiety and a feeling of being lost. You need to know if people feel your design is impersonal, warm, bold, depressing, energizing, wet, crunchy, luxurious, or serene; whether the design tastes more like Granny Smith or Red Delicious; whether it smells of spearmint, licorice, strawberries or axle grease.

    Unless we are the intended audience, the best we can do is make an educated guess as to how the intended audience will experience the design. You can discuss all you like about clear information structure and navigation, but what you are trying to avoid is target visitor discomfort; if your intended audience is happier with a single page of hundreds of catalog items than with a paginated catalog, all you need to know to make a design decision is a single long page makes your target audience happier. You might LIKE to figure out why the audience prefers one design over another, but you MUST know whether your design is audience-alienating.

    Without acknowledging our subjective experience we cannot know when breaking rules is better. When rule-breaking design works, we might not know why because the design goes beyond the limited body of principles we rely on to de-liberate our intuition about what works.

    Conveyance is the key to effective design and useful subjective critique.

    Conveyance is the manifestation of information in the observer, whether intended by the communicator, and goes well beyond objective fact into the relational, contextual, associative realm of human experience. Conveyance gives rise to unbeckoned associations from our culture, language, recent and memorable events, media, memes, ethics and morals, individual taste, education, travel, family, generational influence; the unpredictable details of human experience which co-create our experience of design.

    Asking what a design conveys gives us permission to explore and speak from personal experience with the design; the intimate experience, which is ultimately what we need to know, not the speculated thoughts and feelings of an absent audience.

    As designers we are deliberate with our design choices, and take responsibility for visitors’s experience. If we were certain of our control of user experience and ability to convey what we intend is effective for everyone every time, we would not value feedback. Through critique we want to learn what we could not know from within the limits of our own experience — how others feel about our design.

  79. 91


    This article is very useful to me, and it should be to others. Critiquing is a basic element of human relations, and needs to be considered in both a general and specific way.

    There is something that came to mind while I was reading that might be helpful us: fractals.

    A fractal is a part of mathematics, but its principle I have applied to all forms of thinking, and it has great potential.

    Simply put, to fractal something, you take a simple idea, and progressively make it more complex and more developed by adding to it in repeated, systematic actions.

    It is like a seed, growing into a tree.

    Giving someone a gut reaction response to their design barely pases as a critique. It is merely a seed of a thought, not much more. It is like a basic triangle, undeveloped, and unhelpful.

    What you need to do is ask specific questions about that gut reaction, defining it and connecting it to the design in tangible and definable terms. Then taking each of those, organizing them, and developing them in a similar way until you have a fully developed and fully helpful critique.

    Just like a fractal. The more iterations, the more beauty.

    P.S. I would be interested in that Dribbble invitation.

  80. 92

    Great article, thank you! The part that interests me the most is were you mentioned point 8, “Study the Principles Used to Judge Design, and Learn the Language”. What would the best starting point to learn the language (eg. site / article / book)?

  81. 93

    Great article, I often get criticism which is basically that they don’t like it, but they can say why.

    In the future i’m going to ask these people to maybe go away, explore the design a bit more and not just give me their gut reaction right away as it dows not really help me.

  82. 94

    Great article, I enjoyed the read

    Sometimes our own critics are more powerful then others about our work, because we know the nook and corner of our design.

    To critic our own we need to give some gap after designing, like for 2 or 3 days.

  83. 95

    a bit thin and general me things. an example critique and a critique sheet would be way more interesting than this long text with not so much content in it.

  84. 96

    I enjoyed the article and have been working towards developing a repeatable process that we can use when doing design reviews with our clients. We’ve found that by using mood boards and wire frames the client becomes more vested in the design process and feels some ownership in the design. This certainly helps us produce design comps that are much likely to be viewed favorably by the client and requiring sign-off from the stakeholders (and executive management where appropriate) nearly eliminates the drastic re-designs.

    Perhaps the most important piece of the puzzle, at least for us, is educating the client at the beginning of the project about both the process, their role, and the role and responsibilities of the designer(s).

    Keep up the good work!

    (Dribble me if you can…)

  85. 97

    Just one question, where to ask for critique?

  86. 98

    Interesting article that supports the notion of “old-tmers” like myself who believe that HF/UX/Usabiity is actually a science involving knowledge, education, and training in Psychology, Research Methods, and specialized courses. It is not something you become “certified” in by taking a few 3-day courses followed by a multiple-choice exam. Nor is it a “vocation” that you learn through an apprenticeship like electricians and plumbers. To understand the history of our profession I suggest reading articles by Alphonse Chapanis to see where we come from.

  87. 99

    this was actually pretty good!

  88. 100

    Thanks, i really liked this post…..


  89. 101

    Great article. One I have read time and again. I have a question that I hope soemone can advise me on;

    I recently had an interview for a web agancy. The postion was for Trainee Web Designer (my dream job). I’ve produced a few sites to date but am no means a web master. The interview went really well. We got on well, discussed design trends and personal prefernces over a coffee and he gave me some great advice on how to advance my protfolio. It resulted in a request for me to re-design the home page of one of their current clients. I accepted and recieved the details in an email later that day.
    This was the brief;

    “I’m interested in your interpretation, choice of color, structure and style choice.
    Will you explain your reasons why you opted for a particular style.”

    I did my research, mocked-up a homepage and sent it on with an email expalining choice of colour, typography and layout.

    The response I got was less than favourable;

    “I’m sorry to say that its not quite what I expected from you. I think you have the ability to do a lot better. Would you like to have another go at the design or leave it?”

    I am not afraid of negative feedback, of course I would love if all the feedback I got was positive but I find that I often learn the most from good/helpful criticism. I found this answer to be rather vague and unhelpful, especially from someone in the industry for many years.

    I emailed again requesting more specific feedback;

    “What is it about the design in particular that does not meet your expectations? If I go ahead with another attempt I feel I would need more detail in regards to what missed the mark in your eyes and why.”

    His response to this was;

    “Here’s link to sites that we have designed recently. The standard is pretty high.”

    They were sites I had already researched before submitting my design but I studied them again and tried to take note of the noticable difference in quality. It was tricky. I showed my design to a friend along with the list of sites, they were a bit more helpful but I still felt like I was playing the guessing game in regards to the expectation of my interviewer.

    So I emailed again;

    “I have spent some time looking at your other sites but unfortunately without specific feedback relating to my design (the whats and whys) – or even specific feedback in relation to one of your own sites – I don’t feel a redesign will produce what you are looking as this results in a guessing game on my part. If you have the time to relay specific feedback to me, that would be great.”

    The response;
    “OK, Best of luck with the job hunt.”

    My reaction; I felt/(still feel) totally gutted.

    Am I worng in wanting more specific feedback? Why would he go from being so interested and helpful face-to-face to being so vague and unhelpful via email? What is it I have done wrong in this instance?

    I have been advised by friends that I may have dodged a bullet by not getting the job – working for someone unable to give helpful feedback (especially for a trainee role)is less than ideal – but I feel they are just trying to save my feelings.

    Any adice on this matter??

    Thank you in advance.

  90. 102

    Critique is vital for a successful design outcome. In art college critique was how we all learned the elements and principles of art and design. We learned through doing. I now work in Silicon Valley where critique can make or break a new product. The guidelines for constructive web design criticism that you laid out is a very helpful model that I will keep in my pocket.


    p.s. I would love you if you throw me an invite on dribble :)


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