Updated: 2 days ago
Understanding The Human Side Of Feedback
You’ve heard the phrase "the client is always right," and if you're a creative professional, you've also heard your internal monologue whispering: "but are they though?"
The truth is, clients don’t go to school for design. They’re not trained to critique type hierarchy or color harmony. What they are trained in (consciously or not) is making decisions in a world full of pressure, ambiguity, and high stakes. That’s where psychology comes in.
If we want smoother collaboration, better feedback, and more successful projects, we need to do more than tolerate client behavior, we need to understand it. This article is your cheat sheet for decoding client feedback, reducing friction, and becoming the creative partner they trust and champion. Let's build better client relationships together!
Fear Of The Unknown (aka Loss Aversion)
The Psychology:
Clients are often navigating unfamiliar territory. According to behavioral economics, loss aversion means people feel the pain of a loss twice as strongly as the joy of a gain. So when you present a bold new concept, your client may not be resisting the design, they're resisting risk.
What This Looks Like:
“This feels off."
“Can we see some safer options?”
“I showed it to my [spouse/kid/mailman] and they didn’t get it."
What You Can Do:
Anchor new ideas in familiar references.
Share the "why" before the "wow."
Frame bold choices as calculated, not reckless.
The IKEA Effect (aka Give Them A Piece)
The Psychology:
People place higher value on things they’ve helped create, even if their contribution was minimal. It’s called the IKEA effect and it’s why clients want to "just tweak one thing."
What This Looks Like:
“Can you nudge that to the left?”
“Let’s add more colors."
“Try Comic Sans. (Kidding... mostly.)"
What You Can Do:
Offer structured ways for them to contribute.
Ask their opinion early and often.
Make room for small wins that feel like co-creation.
Cognitive Overload (aka The Twelve Options Trap)
The Psychology:
Too many choices = decision paralysis. Our brains prefer clarity, not a buffet of semi-differentiated mockups.
What This Looks Like:
“Wait—what are we looking at again?”
“I like elements of all three.”
“Let me sit with this for a week.”
What You Can Do:
Present fewer, stronger options.
Use real-world mockups to ground the vision.
Recap decisions in plain language to keep momentum.
Identity, Ego & Outside Voices (aka Invisible Stakeholders)
The Psychology:
Clients aren’t just designing for themselves, they’re designing for their boss, their board, their audience, and sometimes their own need to feel like they’re contributing.
What This Looks Like:
“Let me run it by leadership.”
“Can we make it feel more innovative?”
“It needs more... something.”
What You Can Do:
Ask early who else is involved.
Provide language they can use to advocate for the work.
Frame feedback moments as collaborative, not combative.
Everyone Wants to Feel Heard (aka The Fundamental Attribution Error)
The Psychology:
We tend to think other people are being difficult when they’re just under pressure. The fundamental attribution error explains why we judge others’ behavior but excuse our own context. Clients are no different.
What This Looks Like:
“This isn’t working.”
“Can we go back to square one?”
“I don’t know what I want, but it’s not this.”
What You Can Do:
Pause before defending.
Ask open-ended questions to get to the root.
Validate their concern before redirecting.
Lead With Empathy, Not Ego
Client psychology isn’t about manipulation, it’s about understanding. The better we understand what’s going on behind the scenes, the better we can guide the process, advocate for good work, and build trust along the way. Creative work is human work. And in the business of business, people (not pixels) make the difference.
You don’t have to be a therapist. Just a little curious. A little generous. And always ready to nudge the conversation forward, beautifully, thoughtfully, and with a whole lot of empathy.
Everything we share here is meant to be helpful and inspiring. We’re speaking from experience. Please consult a qualified professional to help make decisions. You are responsible for how you choose to use this information, and we are not liable for any loss, damages, or issues that may arise. We can’t be responsible for how things play out, but we’re always rooting for your success!
Author: Hannah Heine
Editor: Jenn Hart (More About Me)
Associate Editor: Sarah Dawoud
Art: Sharon Bakas
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