One of the most important parts of the creative process is the design briefing. The majority of issues in design projects can be traced back to poor communication – most of which can be solved during the briefing stage.
Let them do their job as a creative, but make sure you communicate your needs thoroughly at the briefing stage. If you are unsure of something, let them know – they may be able to recommend a solution.
Provide detailed information
- Your brand values.
- Corporate identity requirements.
- Existing communication material which must blend with your new project
- Objectives of the communication material.
- Words to describe the desired “look” and “feel” such as “contemporary” or “retro”.
- The desired emotional response from the audience such as “happy”, “angry” or “amazed”.
- Who your target audience is. They need to design for that audience, not for you.
Include specific information:
- Budget for production
- Logos, symbols, trademarks.
- How any required files will be provided.
- How many design concepts will be needed.
- Specifications (no. of pages, quantity, paper stock, size, preferred binding).
- Any special finishes (embossing, foiling, die-cuts).
- Any packaging requirements (distribution companies have set regulations).
- Delivery requirements including contacts and addresses, electronic file types.
- Timeframes from concept to delivery.
Allow enough time for the design process. Often people try to ‘maximise their design investment’ by giving short deadlines. It is always best to get advice on how long you should allocate so you have the time to ensure the text and artwork is correct.
Planning ahead like this, will give you a much better return on your ‘design investment’ than rushing it through last minute.