Creative Brief Conversations
Did you know that a graphic designer’s main task is to solve a particular problem through design? In order to do this, they really need to understand your business. They also want to know your project goals and objectives. Your project could be a website, a logo, a brochure, or some other creative project. It doesn’t matter. You should do your best to answer their questions.
If you haven’t already written a creative brief, the graphic designer, or perhaps an account executive in a larger agency, will want to interview you and write up a creative brief outlining your project. The creative design brief will provide guidance for your project. And if you already have a brief, their questions will help them to better understand your business and the project.
The design process is a creative collaboration. Be prepared to answer questions about what your business does, your brand, your target market, your objectives and goals for the project, the project scope and requirements, your design preferences, your budget, and your schedule. You may be asked to supply specific materials, in addition to providing any technical requirements and considerations. The following provides some more detail on each of the focus areas.About Your Company/Organization
Provide a brief description of your company and the products and services your company sells and provides. You will be asked the size of your company, the number of locations or divisions, and if you do business internationally or in more than one language. Are you able to describe your brand and your unique selling points? Who are your competitors? The graphic designer’s mission is to make your company stand out from your competitors, so they will check out these businesses, their websites, and their logos.Target Market
To create a design that will appeal to your audience, be ready to talk about your customers and the target market for the project.Objectives and Goals
What problem are you trying to solve? How will you measure success? For example, if you are a small business with a new product you want to sell, you want a new website to increase awareness about your product. You will be able to measure the success of the project by the amount of sales you make after launching your new website, so set realistic goals.Project Scope and Requirements
If you are reaching out to a graphic designer, you should have some idea about the scope of the project and what you want. You will need to provide enough information about what you want. A graphic designer can also advise you about different options that you might not be aware of.About Your Current Website or Logo (or whatever you are redesigning)
In order to figure out what works and what doesn’t, a designer will ask you about your current website or logo. What do you like and what do you dislike? How long ago was it created? The graphic artist wants to create something better than what you had before.Design Preferences
Do you have a particular style you were looking for? Or do you want to use a particular color scheme? You may not get what you want if you don’t share this information with this designer. Provide some examples of what you like and what you don’t like?Budget and Schedule
Can you provide a ballpark figure for your budget? A designer will be able to tailor their services to give you the most value for your money, provide the best solution to meet your needs, and stay within your budget. If they don’t have some idea of how much you can spend, they may propose a solution based on your answers to their questions that you may not be able to afford. This will slow down the process because you will either have to rework the requirements with the same designer, or decide to look for another designer.Available Materials
As mentioned earlier in this article, the project is a collaboration. Who will provide the content and the images? Do you need a copywriter or a photographer for the project? In order to get the results you are looking for, it will be necessary to provide a logo in the proper file format and any brand guidelines. By providing copies of existing brochures, marketing literature, and annual reports, the graphic designer will be able to design something that works well with what you already have.Technical Requirements and Considerations
Be sure to provide any technical requirements for the project. Let the graphic designer know if you already have a domain or a hosting site, or if you have a preference for using WordPress or another platform for your new website. Are you able to maintain your own website after it is built, or will you need some assistance in that area? Do you always work with a special print vendor or have some other special technical considerations?
Work with your graphic designer to create the perfect design for your business!
Author: Annette M. Lange, website and graphic designer at Lange Art & Design