SSMCommunications

Contrary to popular belief, "choose a shade of blue" and "make it look nice" are just the beginning.

Every profession has its version of the same conversation.

A contractor gets asked to move a wall after the framing is done. A chef has a dish come back because the customer "just isn't feeling it." A designer hears, "Can you make it pop more?" and is somehow expected to know exactly what that means.

Feedback is part of every creative process.

In web design, it usually shows up in waves, often after you thought the project was finished. Every now and then, you open the feedback document, spot a new round of comments, and spend a brief moment staring into the distance.

Then it's back to work.

That's what the emergency coffee is for.