Everyone thinks design comments in tools like Figma are the same as client feedback. That they live in the same world, require the same process, and can be managed with the same tools.
None of that is wrong. But it’s incomplete.
The hard truth is that while Figma comments serve a crucial role in the design process, they are not a substitute for a robust client feedback and approval workflow. Treating them as such creates bottlenecks, misunderstandings, and ultimately, a less efficient creative process for marketing teams.
1. The Purpose Divide: Design Iteration vs. Client Approval
Figma comments are built for internal design iteration. They’re for designers talking to designers, or designers talking to product managers. They live and die within the design file itself.
Think about it:
- Pixel-perfect tweaks
- Component naming conventions
- Accessibility checks (internal)
- Exploration of alternative layouts
- Handoff notes for developers
These are granular, technical, and often iterative conversations. They’re about refining the *design itself*. They are not about strategic alignment, brand consistency at a high level, or final sign-off from stakeholders who may not speak
Frequently asked questions
Can I use Figma comments for client feedback?
While you *can* share Figma files with clients and have them comment, it's not ideal for formal feedback or approvals. Figma comments are designed for internal design iteration and can become chaotic when used for external, high-level stakeholder input.
What's the main difference between Figma comments and a dedicated feedback tool like Revue?
Figma comments are for granular, in-file design discussions. Dedicated tools like Revue are built for structured client feedback, version control, revision tracking, and formal approvals, providing clarity and accountability for external stakeholders.
How can marketing teams improve their design feedback process?
Centralize all feedback in a single source of truth, separate internal design iteration from client approvals, establish clear review cycles, and use tools that provide visibility into revisions and approvals. Avoid relying solely on scattered email threads or ad-hoc comments within design files.
Is Figma bad for marketing teams?
Figma is an excellent design tool, but it's not a comprehensive client feedback management system. Marketing teams benefit from using Figma for design creation and then integrating it with a workflow tool for managing client interactions and approvals.