Design Brief to Design - Decoding the Brief

Sangeeta Jain

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Decoding the design

brief...

Why…

What…

How…

*Sometimes clients write or use the design brief to tell their whole business history, ideas, morals and every detail possible and/or irrelevant information but this can over-complicate things and give the designer a clouded direction.

*Therefore it is important for a designer to be able to take all of the information, understand the details and establish the key points to create effective designs.

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*Decoding is a term that denotes critical analysis, extracting meaning and interpreting information and data gathered for subsequent use.

*Designers must collaborate with the client to write or decode the brief written by the client to truly comprehend the contents of the brief.

*Designer’s usually decode/deconstruct the brief given by the client and rewrite it to streamline the decision making process.

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*Client

• Use the client information to know what does the client actually need? What are the long-term goals? Is it a rebranding? Is it a refresh or is it simply something executional?

• Understand the client’s style preferences which will help in suggesting styles back to client and outlining an aesthetic plan of action.

• Ask questions, clarify every detail you need.

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*Target Audience

• Identify the gender, age, geographic location, characteristics, priorities, occupations and cultural considerations for each group.

• Find out what motivates and inspires each group and their differences and similarities.

• Understand the present and future consumer trends.

• Investigate into what drives the consumers to the competitors product/service.

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*Competitors

• Research the competitors and find out their strengths and weaknesses.

• Know the gaps that exist between the client and competitor product/service.

• Find out the range of products/services they offer, how have they packaged and priced their products.

• How do they write about their products and what style of marketing copy do they use?

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*Make a visual map

*Or make an action plan

*Anticipate any obstacles ahead

*Consider briefing the client back

*Identify the scope and limitations of the project

*Propose achievable schedules and budget

*Draw conclusions that will help to devise the creative and media strategy

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Creative Strategy establishes the central theme of advertising and is created by the designer to meet the objectives of the project/business.

Creativity is the soul of advertising and branding. It is what gives life to messages about products and services that may otherwise be insignificant in the hearts for the consumers. Creative strategy deals only with the creative aspects of advertising.

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Media Strategy is a plan for bringing advertising messages to the attention of consumers through the use of an appropriate media.

Media is an extremely vital link that helps the designer/client to connect with the audience. One must choose the appropriate type of media and/or their combination that best suits the target audience and message.

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