Designers often ask me for feedback on their work, but in many cases they’re asking the wrong question. Don’t show two logos and ask, "Which one's best?"

Ghost twins

What does the client do? How do they want to be seen? Why?

And it's always easier to offer an opinion when designs are shown in context, i.e., on websites, signage, vehicles, stationery. How does the design interact with different media? How does it adapt, flex, grow?