Most of us have an ambivalent relationship with feedback. It can be anxiety-inducing to think about giving it even when positive. It’s natural to want to be liked and so it’s natural to worry that giving negative feedback will provoke anger or derail the project. However, deep down we also know that constructive feedback is the key to growth. The most successful people ask for feedback constantly. And the best clients give feedback regularly with context and framing. 

State the problem, not value judgements. For example: Compare “In our sector this image says x, when we need to reflect y” to “I just don’t like it.” 

Explain the effects. For example: “Using this type of language might make our customers think twice about trusting us.”