How do you evaluate design concepts

Marketers and brand managers often find themselves responsible for giving design feedback and making decisions on design concepts. But these skills are not usually taught in business school or as part of typical corporate training. And, most traditional ROI decision-making metrics are difficult to apply when guiding early-stage design. However, there are a few simple strategies that marketers can use to ensure they are getting the most from their design team and making informed decisions on design. These strategies include: 1. Have a clear point of view. 2. Organize the decision. 3. Collect some data. 4. Make the process transparent and solicitous.