Vague feedback is the single biggest cause of slow, frustrating revision cycles — not because designers can't handle criticism, but because "I don't love it" gives them nothing to act on.
Be specific about what isn't working, and why
Instead of "I don't like the color," try "the blue feels too corporate for how approachable we want to seem." The second version gives the designer an actual problem to solve, not just a preference to guess at.
Separate personal taste from strategic fit
It's worth asking yourself whether a reaction is "I don't personally love this" versus "this doesn't serve the business goal we agreed on." The second is much more useful feedback than the first, and keeps the conversation focused on outcomes rather than taste.
Reference the brief, not a new idea
If a concept doesn't match something from the original brief, point back to that specific goal. Introducing entirely new direction requests mid-revision (rather than refining what's there) tends to reset progress rather than build on it.
Consolidate feedback from multiple people
If more than one person is reviewing, combine feedback into a single, prioritized list before sending it — conflicting notes arriving separately from different stakeholders is one of the most common ways projects stall.
Trust the designer's expertise on execution
You know your business better than the designer; they generally know typography, spacing and visual hierarchy better than you. Give direction on the "what" and "why," and leave room for their judgment on the "how."
The short version
Be specific, separate taste from strategy, reference the original brief, consolidate feedback from multiple stakeholders, and trust the designer's execution expertise once direction is clear.