Ah, the infamous phrase every designer dreads: “Can you make it pop?” It’s the universal shorthand for “I’m not sure what’s missing, but I don’t like it yet.” Feedback like this is vague, subjective, and, frankly, unhelpful. But here’s the thing: it’s your job to translate these cryptic comments into actionable insights—and still deliver a design that meets the brief without losing your mind. Let’s break it down.

Decoding “Make It Pop” and Other Feedback Mysteries

When clients say things like “Make it pop,” “It needs more wow factor,” or “It’s missing something,” they’re not trying to be difficult—they just don’t know how to articulate what they want. Your role as a designer is part translator, part therapist.

What they really mean:

• “Make it pop” = “It needs more contrast or emphasis.”

• “It’s missing something” = “It feels flat or incomplete.”

• “I don’t like it” = “This isn’t matching my vision, but I don’t know why.”

Here’s an example: I once had a client who kept saying, “It’s too boring.” After some probing, I discovered they wanted brighter colors and a bolder font. A quick update, and suddenly it wasn’t boring anymore—it was “exactly what they wanted.”

Ask Questions, Get Specific

The first step to handling vague feedback is to get clarity. Asking the right questions can uncover what’s really behind those ambiguous requests.

Here’s a playbook of go-to questions:

• “Can you show me an example of what you like?”

• “What part of this feels off to you?”

• “Is it the color, layout, or something else?”

• “What feeling do you want this to evoke?”

Pro Tip: Phrase questions in a way that empowers the client to describe their needs without making them feel inadequate. For example, “How do you want users to feel when they see this?” is less intimidating than “What exactly don’t you like?”

Turn Subjective Into Actionable

Once you’ve decoded their feedback, it’s time to turn it into something useful. Here’s how:

• Break It Down: Split vague comments into specific elements like color, typography, spacing, or imagery.

• Test Small Changes: Show them variations based on their input—often, a slight tweak can address their concerns.

• Use Visual References: Pull examples of designs that align with their feedback and explain how they apply to the project.

Case Study: A client once asked me to make their homepage “more exciting.” I tried a few subtle changes, like increasing contrast and adding dynamic imagery. But when I presented a side-by-side comparison, they immediately pointed out that the updated call-to-action button was what “fixed it.” Sometimes, it’s just one detail.

Balancing Feedback With Design Quality

Not every request is worth implementing. Some feedback, if followed blindly, can dilute the design or derail the project entirely. Here’s how to strike a balance:

• Educate the Client: Explain the “why” behind your decisions. For example, “Using too many colors here might distract from the key message.”

• Prioritize Feedback: Focus on changes that align with the goals of the project. Politely push back on suggestions that don’t serve the overall design.

• Offer Alternatives: If a request doesn’t work, suggest a compromise that achieves the same outcome in a better way.

The Role of a Good Feedback Loop

Creating a clear feedback loop can prevent these frustrations in the first place. Here’s how to set one up:

1. Set Expectations Early: Let the client know what kind of feedback is most helpful, like specific examples or clear goals.

2. Provide Context: Explain your design choices during presentations to preemptively address potential concerns.

3. Recap Feedback: Summarize what you’ve heard from the client to ensure you’re on the same page.

Example Workflow:
Client says, “It feels too corporate.”

• You reply, “Got it. Let’s make it feel more approachable. I’ll explore softer colors and friendlier typography to address that.”

• They feel heard, and you have a clear direction to move forward.

When to Push Back, When to Let It Go

Sometimes, the best thing you can do is pick your battles. If the client insists on a change that doesn’t ruin the design, let it slide. But if it compromises the integrity of the project, you need to push back.

Example:
In one project, a client wanted to overload their homepage with animations. I explained how too much motion could slow load times and distract users. Instead, we agreed on a single, impactful animation that met their goals without overdoing it.

Final Thoughts

“Make it pop” might make you roll your eyes, but it’s a golden opportunity to show your expertise. By asking the right questions, offering thoughtful solutions, and balancing client input with design principles, you can turn vague feedback into polished, professional results.

Remember, great design isn’t just about visuals—it’s about communication. When you crack the code of client feedback, you don’t just create better designs—you build stronger relationships.

What’s the most cryptic feedback you’ve ever received? Drop it in the comments—I could use a laugh.