Reviewing a restaurant's branding for class. The design is terrible and I have to be professional about it.

[KarenWeiss]

Graphic design class. We have to review a local business's branding and propose improvements. I chose a restaurant near campus. Big mistake. Their branding is a disaster. Clashing colors. Illegible fonts. Inconsistent logos. Everything wrong is wrong.

Now I have to write a professional review. "Constructive criticism" they call it. But how do you constructively criticize something that feels like it was designed by someone who hates design?

I want to write: "This logo looks like it was made in 5 minutes on someone's cousin's laptop." But I have to write: "The logo could benefit from improved scalability and more intentional typographic choices."

It's the same thing. It just sounds nicer.

How do you critique bad work without being cruel? How honest is too honest?

 

[SellaW]

The "professional translation" skill is honestly one of the most important things you learn in design programs. Clients cannot handle "this looks terrible." They CAN handle "the hierarchy could be improved to guide the viewer's eye more effectively."

Your translation is perfect. Keep a list of these phrases. "Scalability issues" "typographic hierarchy" "color harmony" "visual consistency" "brand alignment." They all mean "this is bad" but they sound like expertise.