Start with the audience
A personal reaction can be useful evidence, but the intended audience and agreed objective are the decision standard.
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Creative Feedback Canvas
Evaluate creative work against the brief and turn reactions into specific, useful feedback an agency can act on.
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01
Return to the brief
Anchor the review in the agreed job before reacting to the work.
Work being reviewed
What version, format, or creative route is this feedback about?
Intended audience
Who should notice, understand, or care about this work?
Intended response
What should the audience think, feel, or do after seeing it?
Brief requirements
Which message, brand, legal, or channel requirements are genuinely fixed?
02
Evaluate the idea
Rate the work consistently and record the evidence behind each judgment.
On-brief
How directly does the work answer the agreed objective?
Clarity
How easily will the intended audience understand the central idea?
Distinctiveness
How recognizably and memorably does the work stand apart?
Channel fit
How well is the idea expressed in the formats and contexts where it will appear?
03
Make feedback actionable
Preserve what works and define the next decision clearly.
What works
Which parts should be protected in the next version, and why?
Questions and uncertainties
What do you need the agency to explain or test before deciding?
Priority changes
What must change, what problem should each change solve, and what is optional?
Next decision
Who decides what, by when, and what should the agency return?
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Creative review guidance
The best feedback protects the idea while making the problem unmistakable.
Diagnose before prescribing
Explain where the work is unclear or off-brief before specifying a visual solution. The agency may find a stronger answer.
Prioritize the response
Distinguish essential changes, open questions, and optional refinements so the next round has a coherent direction.
Creative Feedback Canvas questions
How do you give useful creative feedback?
Refer to the brief, describe the audience problem you see, preserve what works, distinguish questions from changes, and prioritize the response instead of sending disconnected preferences.
Should stakeholders give feedback separately?
Stakeholders can review separately, but the client team should reconcile contradictions and send the agency one clear, prioritized response with a named decision owner.
What does a creative rating mean?
The 1-to-5 ratings are prompts for a consistent discussion. The written evidence matters more than the number and should explain how the work performs against the brief.
Is the Creative Feedback Canvas private?
Yes. All notes stay in the current browser tab, and PDFs are generated locally on your device.
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