Marketing is a subjective personal thing. Generally no two people agree on an approach, be that copy, design, branding, targeting, usability or any of the other elements.
The most common feedback is – I don’t like that.
For ‘that’ insert, word, image, colour, position, the list goes on.
Don’t get me wrong personal preference is key to decision making, you need a baseline after all. The issue comes when objectors can’t tell you why the don’t like ‘that’.
There’s a story about the CEO of Coke telling his head of marketing that he didn’t like the new campaign he’d just been presented with. The marketing guy said ‘…with all due respect, sir, if you are buying all the cans of coke we have, then we’ll make the ads so that you like them.’
The lesson from this is that yes personal preference is great. But the key people you should market to are your customers. So make sure you know them well and look at everything through their eyes not your own.