Design Brief Introduction

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Interpret and creatively respond to a design brief through the production of work.1. Interpret design brief.2. Explore and develop design concept.3. Liaise with client.4. Plan production of work.5. Complete production of work.

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Your design can only be as good as the brief you worked from. By supplying your client with a briefing template you can elicit the information you need.

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The brief is focused on the desired results of design – not aesthetics. The design brief ensures that important design issues are considered and questioned before the designer starts work.

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Design brief’s components: 1. The problem situation 2. The designers task 3. What the successful design must do. 4. Project limitations and special conditions

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The problem situation>>Background — what is the background of the project? Why is it being done? >>Target audience — what do they already think about this subject? Is there anything that should be avoided? THE CREATIVE BRIEF

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2. The designers task>>Objectives — what is to be accomplished? How will this be measured and success understood? >>Deliverables — what is to be used to give the audience the message? What is the best way or place to reach this audience? THE CREATIVE BRIEF

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3. What the successful design must do. >>Single message — what is the one thing to tell the audience? What is the single thing they should remember about the offering? How will they believe what we say? THE CREATIVE BRIEF

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4. Project limitations and special conditions >>Timeline — how soon is this needed? When is it expected to be done? How many rounds (revisions) will this project undergo? >>Budget — how much can be spent to get this developed? Is there any budget needed to publish/flight the creative? >>Approvals — who needs to give the "okay"? THE CREATIVE BRIEF

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CLIENT: Assume you own a small business….. e.g. Book shop, coffee shop, pet shop, etc. DESIGN BRIEF& JOURNAL ASSIGNMENT Interview client = BRIEF 2.Use the brief = JOURNAL 3.Get approval = PRESENTATION

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What are the values of your business/company? Can I see any current/previous marketing materials you have? Who is your target audience? Do you have any bits of inspiration for me to work from? In other words, paint swatches of colors you like or are currently using? Photos of your business or products? How about patterns/images that really identify with your business? CLIENT INTERVIEW

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GENERATE IDEAS One of the biggest mistakes a designer can make is to go straight to the computer and start plugging away at logo designs. Sit down, grab some paper and a pen, and make a list. Do this quickly and be sure to write down anything that pops into your head.

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DESIGN CONCEPT After I have my list, I sort of let my level of inspiration either take me to the computer right away or start by sketching.

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After sketching, I go straight to my computer. I like to experiment with different fonts and colors on screen so I can quickly duplicate ideas and adjust them slightly if need be. DESIGN DEVELOPMENT

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I first have to decide which designs I truly feel are my best work. JOURNAL PRESENTATION I then refer to the information that THE BRIEF initially provided me with. Do the ideas meet the client’s objectives? Do they communicate to the targeted audience? Are they legible and will they reproduce easily on a wide variety of materials? If not all of the questions are answered with a “yes,” then the design gets tossed out.