Thursday, 14 June 2012

Part 2: Brief


The brief is one of the most important thing in design process. It outlines all the information we need to complete our project successfully. This is a sort of draft which is made to give us a overall picture  of what is the main goal, what are the audience, what are expectations of our client, how it should be reproduces, if there is any restrictions, time planning and budget.
After reading first chapter regarding assignment 2 I did some researching on internet. I spent some time reading advice on various blog on what are the key things related to brief. Some advice I found very useful and I am going to apply it on my first exercise.
Designers generally agreed that brief is so important part of working process that it is almost impossible to create valuable artwork without having good and detailed brief. That makes sense to me because it should supply me with as much information as possible. It is very important to ask right questions and to have clear answers. At contrary it might happen to miss something that is very important which would later might distract whole work.
Designers should stream not to let anything unclear. As I mentioned above I came across the many advice which helped me to create scheme of my own brief which would provide me with crucial answers.  
It is always good idea to have a brief in written form. Although client might insists to communicate verbally (for example on phone) it is useful to compose a brief in written form for your own purpose. It will give you better insight into clients needs, help you to make a better plan and accomplish the goal.
So here are the main questions which should be asked when planning and managing the project.
Useful background information
It is very important to get well informed about company. When it was established, its history, activity, what are the main tasks, position in marketplace, target audience etc. It is good to be informed about competitors  and its relationship with client so I can get better image about company position in market.
Project overview
It should determine what is my project, what I have been asked to do, whether is creating completely new brand or redesign the existing one. I could state some general thoughts about it.
Prime objective
What is the aim of project? What do I hope to achieve? Prime objective is for example to launch new brand. It is important to determine keywords that should stands for that brand, like it should be fresh but professional, more classic then modern, etc.
Target market
It is about to determine the target market for client. It could be for example existing clients and  professional companies. I need to think about the message that I want to send by my design.
Image and tone of voice
It should contain information about their image and how they want to be presented publically.
About design
We all have different ideas and taste so it is very important to determine what are clients likes and dislikes. It is good to include my thoughts about design. Client may induce some examples of what he likes in design so it could be a good way to get a proper guideline. It should cover issues about colors, printings, whether design should be more fresh and modern or to be more classic and to have longevity, so it won’t date during the time.
Timescales
Very important thing is to make a good organization of time. I should estimate how much time I need for work to be finished. Also I need to think about resources and costs. Most important thing is to determine the deadline.
I need to structure given time in the best way. I have to ensure myself that I am going to leave enough time to do some research, develop an idea and finish the artwork.

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