Design Brief Research

“A design brief is a written description of a project that requires some form of design.” – Peter L Phillips (Creating The Perfect design brief) ISBN-10: 1581153244

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The same source also states;

“There is no single correct or preferred format for a design brief. I have seen really good design briefs that are totally narrative, written in paragraph form, and others that employ the bulleted list format.”

I have been looking in to good examples of design briefs and have found a website reminding me of the seven basic points to remember:

Http://Www.12designer.Com/En/Blog/Detail/176/

1. State your company and what they do

2. State the goal of the design

3. State your similarities and differences with your competitors

4. State your target market/demographics

5. State the copy, pictures or diagrams that must be included

6. State the appropriate design specifications

 7. State benchmarks and styles to avoid

Stemming from this, I followed up with further research giving me a better look inside each point. I have outlined one of the best examples I have found below:

http://www.justcreative.com/2008/09/26/how-to-write-an-effective-design-brief/   

What does your business do?

Tip: Never assume that the designer will know anything about your company. Be clear and  concise  and avoid jargon when replying.

  • What does your company / organisation do?

 

What are the goals?  Why?

  • What is the overall goal of the new design project?
  • What are you trying to communicate and why?
  • Are you trying to sell more products or get awareness of your product / service?
  • How do you differ from your competitors?
  • Do you want to completely reinvent yourself or are you simply updating your promotional material?

Tip:  You should also provide old promotional material to assist the designer.

 

Who is the target market?

What are your target market’s demographics & phychographics? ie. the age, gender, income, tastes, views, attitudes, employment, geography, lifestyle of those you want to reach.

Tip: If you have multiple audiences, rank them in terms of importance.

 

What copy (text) and pictures are needed?

Tip: The copy and pictures used in a design are as crucial as the design itself and you should clearly state who is going to be providing the copy and pictures if needed.  You may need to look into getting a professional copywriter / photographer – ask your designer for some recommendations.

  • What copy needs to be included in the design? Who is providing the copy?
  • What pictures / photographs / diagrams etc need to be used? Who is providing these?

 

What are the specifications?

  • What size is the design going to be?
  • Where is it going to be printed / used? The web, business cards, stationery, on your car?
  • What other information should the designer know in regards to specifications?

 

Have you got a benchmark in mind?

  • You should provide the designer with some examples of what you consider to be effective or relevant design even if it is from your main competitors. This will set a benchmark for your designer.
  • Provide the designer with things not to do, and styles that you do not like or wish to see in your design. This will give the designer an idea of what to avoid and will avoid disappointment on your behalf.

 

What Is Your Budget?

  • Providing a budget prevents designers wasting valuable time and resources when trying to maximise your budget.
  • Providing the budget upfront also allows designers to know if the project is going to be worthwhile to complete. Make sure you are worth their time.

Research For “Serious/Informative” Purposes

So over a number of months now, I have been researching for conventions of more Serious/Informative adverts and the audience targeted for them.

I will now create a design brief for SnApp as a serious advertising campaign which will form the basis of my advertising campaign for “serious/Informative” purposes using my research throughout the designs.

I have attached my research into this post:

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FOUND MY MISTAKE!!: “Upon Further Contemplation” (March 5th, 2013)

“In the Design for Integrated Communications module, I found myself asking how I would redesign my work for a different intended purpose. Because of this, I have decided to Design SnApp across multiple communications for both the purposes of an intended App for the prevention of crime (To Inform) and the purposes of a Thriller Movie release (To Persuade – Entertaining) and compare the final results” 

(The bold bits Above caused my confusion which I will explain underneath…)

So I have been stressing out while trying to organise all my research in to persuasive and informative advertising while in fact after vast research, it is clear that the two always overlap.

The reason the report for the Thriller movie was much easier to put together is I have structured it to find design conventions relating to my chosen entertainment sector.

So in order to clarify the direction of my intended project: I will continue in the same way but am able to define the different campaigns as just:

Serious Advertising vs Entertaining Advertising

Problems defining Inform and Persuade

Even though I am intending my two design campaigns to fill different roles, one to inform and one to persuade, the two cross over in most advertising meaning I am now trying better to define the difference in my campaigns (one being for more serious purposes and the other to entertain).

Although I have all the sources for my upcoming report for SnApp to inform (for the more serious purpose), while writing this report I have been struggling to define a framework for defining the role of this campaign.

A good resource in helping me define the crossover between persuading and informing is;

“Advertising”, Tony Yeshin, Cengage Learning EMEA; 1st Edition edition (14 July 2005), ISBN-10: 1844801608

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(An Overview being on Pages 8 and 9)