What "Make It Pop" Really Means (And How to Give Better Feedback)
At some point in almost every project, someone says it. "Can we make it pop?"
It's not bad feedback. It's just incomplete. And when a designer hears it, they're often left guessing what you actually mean.
The truth is, "make it pop" is a placeholder. It signals that something isn't working, but it doesn't say what or why. And until we figure that out together, we're just throwing darts.
Here's what "make it pop" usually means, and how to give feedback that gets you where you want to go faster.
What You Might Actually Mean
When clients say "make it pop," they're usually feeling one of a few things.
It's not grabbing attention. The design feels flat or expected. Nothing is creating a visual entry point or pulling the eye where it needs to go.
It feels too safe. The work is competent but not exciting. There's no energy, no edge, nothing that makes it feel alive.
Something isn't landing, but you can't name it. You know it's not right. You're just not sure what's off.
All of these are valid. But each one points to a different solution. More contrast is not the same as more personality. Bolder color is not the same as stronger hierarchy. A designer can solve any of these problems, but only if they know which one you're trying to fix.
Why Vague Feedback Slows Things Down
Creative feedback is a conversation, not a command. When feedback is vague, the designer has to interpret it. Sometimes they get it right. Sometimes they make changes that move the work further from what you wanted. Then you're both frustrated and another round gets added to the timeline.
Clear feedback doesn't mean you need to be a designer. It just means being specific about what you're reacting to and why.
How To Give Better Feedback
Start with what's working. Even if you're not thrilled with the overall direction, name the pieces that feel right. This gives your designer something to protect and build on.
Point to the problem, not the solution. Instead of "make the logo bigger," say "I'm worried the logo gets lost here." Instead of "add more color," say "this feels a little flat to me." Let the designer figure out how to fix it. That's what they're trained to do.
Use comparisons if it helps. Pull an example of something that has the energy you're looking for. You don't need to know why it works. Just showing it helps the designer understand your taste.
Be honest about what you're feeling. "I don't love this but I can't explain why" is more useful than pretending everything's fine or making up a reason. Designers can work with honest confusion. They can't work with feedback that's hiding the real reaction.
Name the stakes. If you're nervous about how leadership will receive it, say that. If you're worried it won't stand out in a crowded market, say that. Context helps the designer make smarter decisions.
A Short Translation Guide
"Make it pop" might mean the hierarchy needs work. Something should be louder, and something else should be quieter.
"It feels off" might mean the tone doesn't match the message. Or the elements aren't balanced. Or something's competing for attention that shouldn't be.
"Can we try something else?" might mean you don't like the direction but you're nervous about saying so directly. Say it directly. It saves everyone time.
"I'll know it when I see it" usually means the brief wasn't clear enough to begin with. A good designer will help you get clearer before making more rounds.
Feedback Is A Skill
Giving good feedback takes practice. Most people aren't taught how to talk about design, so they default to vague reactions or overly specific commands. Neither one helps.
The best client relationships I've had are with people who trust me to solve the problem once they've clearly described it. They tell me what's not working. I figure out how to fix it. We move faster and the work gets better.
You don't need to become a designer to give useful feedback. You just need to slow down, name what you're actually feeling, and resist the urge to prescribe the solution.
Quick Answers
What does "make it pop" mean in design?
It usually means something feels flat, safe, or unclear. It signals a problem without identifying the cause.
How do I give better feedback to a designer?
Be specific about what's not working. Name the problem, not the solution. Use examples if it helps. Be honest about your reactions.
Why does vague feedback cause problems?
Designers have to guess what you mean. That leads to misinterpretation, wasted rounds, and frustration on both sides.
Is it okay to say I don't know what's wrong?
Yes. Honest confusion is easier to work with than vague direction. A good designer will help you figure out what's off.
What if I don't like the direction at all?
Say so. Early and clearly. It's better to redirect before another round than to keep polishing something that isn't right.
The Takeaway
"Make it pop" isn't wrong. It's just the start of a conversation. The faster we get to what you actually mean, the faster the work gets good.
Next time something feels off, pause before giving feedback. Ask yourself what you're really reacting to. Then say that. Your designer will thank you, and the project will move faster.
