A GOOD BRIEF = A GREAT RESULT

Wed, 19 Jul 2006 00:00:00 -1100

Even though you're paying someone else to do your designs, it's likely you some idea about the outcome you want to achieve. And when you're paying someone else, you want to get your money's worth.

So to make sure you get what you want, it's worth keeping these tips in mind when engaging and briefing a designer.

Let the designers handle the creative part - that's what you're paying them for.
Help them understand your communication needs by telling them about:

your organisation and it's mission, values and goals
o any existing material you would like to be consistent with
the overall project objectives
desired ‘look and feel' e.g professional, fun, innovative
the target audience and the reaction you are after

Supply any exisiting corporate identity guidelines and materials e.g. logos, colours, fonts
Provide detailed information about the actual project, for example:

timeframes - from first concepts to final delivery deadline
budget - if you have one it's good to be upfront so the designer can work within it
format - printed, electronic or both
specifications - sizes, number of pages, quantities
photos, charts or other graphical elements you want to use (and how you will provide these)
printed production preferences - paper quality/stock, binding, special finishes (e.g. embossing, foiling, die-cuts), environmental considerations (e.g. recycled stocks, environmentally accredited printers)
delivery details - contacts and addresses

Try to allow sufficient lead time - a rush job is probably not going to be the best job.
It's hard, because we all know what we like, but try to look at the designs from the audience's perspective, not your own.
Don't be afraid to say you don't like something - you don't want to walk away feeling you didn't get what you really wanted.

News - Charlie Horse Design, Graphic Design Agency located in Sydney, Australia

A GOOD BRIEF = A GREAT RESULT