The 12 things to check before you approve creative

Most reviews are one person reacting. Someone looks at the work, feels something, and types it into a thread. The designer gets twelve opinions and no decision. A checklist fixes that. It gives everyone the same twelve places to look and the same question at each one: does this serve the brief?

The 12 areas

1. Objective. Does the work do the one job the brief named?

2. Audience. Would the actual buyer, not your team, respond to this?

3. Message hierarchy. Does the most important thing read first?

4. Clarity. Can a stranger tell what this is in three seconds?

5. Brand fit. Does it look like it came from you?

6. Accuracy. Are the claims, prices, and names correct and allowed?

7. Composition. Does the eye land where you want it to?

8. Type. Is it readable at the size people will actually see it?

9. Color. Does it carry the mood the brief asked for?

10. Imagery. Does every image earn its place?

11. Call to action. Is the next step obvious and easy?

12. Technical. Right dimensions, format, and specs for where it runs?

A worked example

Say your team is reviewing a paid ad for a made-up e-bike brand, Current. The brief gave the ad one job, a booked test ride, and one message: you do not need a car to beat traffic. Here is a review that scores the ad instead of reacting to it.

Objective: Pass. The layout drives to a single button.

Message hierarchy: Fix. “Costs pennies” is the biggest line, but the brief led with “you do not need a car.” Swap the emphasis.

Clarity: Fix. A stranger cannot tell this is an e-bike in three seconds. Show the bike in use.

Accuracy: Pass. The price and the test-ride offer match the brief.

Call to action: Fix. The button says “Learn more.” The one job is a booked test ride. Change it to “Book a test ride.”

Technical: Pass. Correct size for the placement.

Notice what happened. Three clear fixes, each tied to the brief, each assignable. The designer is not guessing what you felt. They have a list.

Why a shared standard beats a strong opinion

When everyone scores the same twelve areas, disagreements get specific. You are no longer arguing about whether you like it. You are deciding whether the hierarchy matches the brief. That is a question with an answer.