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ISSUE 252
FEBRUARY 18, 2026

Hi Smiles, 

Let's talk about something every designer has felt at some point. That gut-punch when a client asks you to change something you genuinely believe in.

Here's what I've come to understand over the years, we are problem solvers first and designers second. When feedback lands badly, it sometimes means we haven't fully connected and understood our client's goal. So before we present anything, it’s important to understand with great depth what they're trying to achieve. 

When the feedback comes in, ask good questions and dig into what's behind it. 'It doesn't feel right' means something specific to them and our job is to find out what that is.

From there, when you're presenting your thinking, speak to the impact of your design choices. Communicate your direction in a language your client understands and leave out the clever design jargon. When they can follow your thinking, feedback becomes more useful and you hopefully land on work you both feel good about.

Smiles, we are in service to our clients. When in doubt, keep the initial goal front of mind through every round of feedback, and let it both drive and anchor you throughout the process.

Best,
Krists

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