01Ask for the reason behind the reaction
Ask the client to identify the version and the part of the work they mean. “The headline feels wrong” needs a reason: does it misstate the offer, sound unlike the brand or speak to the wrong audience? Let the client explain the intended effect before prescribing a new design.
A spoken explanation works well for rationale and tone. Use a screenshot or annotation for an exact location, and request final spelling or copy in writing. Voice should complement the visual reference, not force the team to guess which element is being discussed.
02Keep creative judgment and approval separate
Review the transcript and label the comment as a factual correction, personal preference or agreed requirement. Discuss alternatives where the proposed solution does not address the underlying problem. Record who can approve the direction.
The creative lead then writes the change and its acceptance check in the team’s project workspace. A recording preserves the explanation; it does not authorize extra deliverables or automatically turn every reaction into an assigned task.
Suggested creative prompt: “On [version and area], what should the audience understand or feel, and what feels different now?” Follow with an annotation for placement or written copy for exact wording. In the fictional Cedar revision, a headline reaction needs a different decision from adding a new language.