Your feedback might be killing creativity (And how to fix it!)

“This is completely wrong!”  …. “What were you thinking with this??” …. “This doesn’t make any sense !”

Ever delivered such words during a critique or review? Well, I’m sorry but you’re shutting down creativity :( 

I sit through countless critiques and reviews every week. From peers within the team to external stakeholders, from leadership to clients, I observe the full spectrum of feedback styles.

On one end, you have the blunt, unfiltered reactions like above. Such instant negativity can be demoralising, stifling creativity and shutting down open dialogue. The creator often feels disheartened and defensive.

On the other end of the spectrum are those who masterfully “sandwich” their criticism between layers of positive reinforcement by acknowledging what works well at the start, offering constructive criticism in the middle, and concluding with encouraging words. 

This approach not only softens the blow but also fosters an environment where designers feel valued and motivated to improve. This is not the same as “sugarcoating”; instead it's about being strategic in how we communicate to keep the creator engaged, inspired, and eager to iterate. ]

I wish folks in power recognize the power our words hold in shaping the creative journey. Next time you're in a review, remember: the way we deliver feedback can make all the difference.