Let’s be honest, as designers, we see things others don’t.
We can spot an outdated logo from a mile away, feel uneasy about unbalanced layouts, or cringe at a color palette that screams 2015.
But here’s the thing: telling a business owner that their brand needs work isn’t as easy as dropping your hot take on Twitter; if you get it wrong, you sound arrogant, which you shouldn’t if you don’t want to piss a client off. Play it too safe and your point gets lost
So how do you walk that line, give an honest critique, and still get them to listen?
Here are 5 smart ways to approach a business owner and critique their brand without sugarcoating or sounding like a know-it-all.
1. Lead with Observation, Not Judgment
Before saying “your logo is off,” say what you noticed.
Something like:
“I noticed your visuals focus a lot on product shots but less on the customer experience.”
You’re showing awareness, not criticism. It opens the door to a real conversation instead of putting them on the defensive.
2. Anchor Your Feedback in Their Goals
Business owners care about results, not just design theory.
Frame your critique around what they want to achieve: more sales, more trust, better perception.
Instead of:
“Your website looks cluttered.”
Try:
“A simpler layout might help customers find your services faster — which can increase conversions.”
Now you’re not just critiquing; you’re consulting.
3. Bring Evidence, Not Emotion
Nobody argues with proof.
Show examples of brands doing it better or stats that back your point.
A quick “Here’s how X brand solved this same issue and doubled engagement” hits harder than “I just feel this design doesn’t work.”
4. Frame It as an Opportunity
Words matter.
“You need to fix this” sounds harsh.
“There’s an opportunity to improve this section for better readability” sounds collaborative.
When your language shows partnership, they see you as an ally, not an attacker.
5. Prove Yourself
It’s not enough to say what should be better — you’ve got to show it.
Business owners respect results more than opinions.
If you can back your critique with examples of work that solved a similar problem, you shift the conversation from “outsider giving advice” to “expertise they can use.”
You don’t need a full case study. A few screenshots, performance insights, or even before-and-after snippets from brands you’ve helped are enough to show progress and credibility.
Final Thoughts
Critiquing a brand isn’t an opportunity to prove you’re better but a chance to identify gaps in logical and convincing systems.
Once you understand this, your approach to a brand with weak spots becomes more collaborative.
Some Smart Tools to Help You Do This
- ChatGPT:Use AI prompts to clearly identify design or branding gaps and organize your findings in a smart document for clients to review. Try feeding the tool with standard brand and visual principles, then run your client’s brand through it to see where improvements can be made.
- Gemini: Don’t spend hours creating mock-ups just to make a first impression. Use Google Gemini’s “image banana” feature (or similar tools) to generate quick design ideas you can include in your presentation deck. It helps clients visualize your recommendations instantly.
- Ahrefs / Semrush: For web designers, these tools are gold. Use their site audit features to identify weaknesses in a client’s website — from speed and structure to SEO health. The scores, charts, and dashboards move your report from opinion to verifiable fact.
- Google Slides: Package your critique into an engaging, easy-to-read presentation. Keep it simple 5 to 10 slides max.
Pro designers understand that critiquing isn’t an ego exercise but a strategy for showing value, building trust, and snapping clients smartly.
You can use these to your advantage.
Start applying these tips today and turn every critique into your next client win.
