How to brief your graphic designer
May 3, 2019
Our society relies heavily on communication, and your business require a communication method that conveys a professional visual impact.
AdWorx Design Studio can assist you to achieve a visual impact that meets your communication objectives. Our experience shows that successful graphic design comes from an effective working partnership between our creative team and you, our client. Our creative expertise can help you achieve innovative solutions to your communication challenges.
This guide provides you with valuable tips on briefing AdWorx Design Studio’s graphic designers – an important step in managing the design of your communication material. We also explain the AdWorx Design Studio creative process.
A successful briefing process will help you make the most of our creative and technical expertise. Let AdWorx Design Studio assist you to achieve the best possible visual impact for your corporate communication.
What is graphic design?
To provide an effective design brief, it’s important to understand the role of graphic designers and the steps involved in design.
The following information will provide you with a good general knowledge of the process.
Graphic design is a problem solving process, requiring substantial creativity, innovation and technical expertise. An understanding of the client’s product or service and goals, their competitors and the target audience is translated into a visual solution. This visual solution is created by manipulating and combining shape, colour, imagery, typography and space.
The graphic design process
A good graphic design process is structured around ensuring that the client gets the highest quality solution and service appropriate to their business, marketing or communication problem.
There are four major steps involved in graphic design:
While the detail below explains the steps involved in the graphic design process, AdWorx Design Studio’s creative services team will tailor its processes to suit your requirements. For instance, you may choose to brief AdWorx Design Studio in detail at a later stage, after you have provided the signed off text. We can discuss the process that best meets your needs.
The briefing stage may consist of either or both of the following:
- Initial informal discussions between you, the client, and AdWorx Design Studio – covering project objectives, timing and budget.
- Formal meetings to discuss your project in detail and clarify any technical issues including budget, timetable and corporate identity guidelines.
- The AdWorx Design Studio designer reviews the brief, background material and identity standards to ensure we understand the project context and your corporate requirements.
- AdWorx Design Studio develops the draft concepts and preliminary designs and selects the most appropriate options for further development.
- The designer presents visual solutions and explains design decisions.
- AdWorx Design Studio works with you to evaluate the visual presentation against the brief.
- Following your review and feedback, the designer amends the material as required and, if necessary, presents you with new design/s.
- AdWorx Design Studio prepares the artwork files and provides a proof (email or hardcopy).
- You either approve the artwork by signing the proof, or mark-up changes you’d like to make.
- A further proof is provided if required.
- Any “author’s corrections” (client requested changes to content already provided which may include additional charges: see quote conditions provided with quote).
- Your design is supplied to you in the agreed upon formats by the AdWorx Design Studio designer.
- Depending on the arrangement we can also forward it to the printer of your
Tips for briefing graphic designers
- Let us do the creative part. Our specialist design team has access to a large pool of resources, training and experience.
- You should thoroughly communicate your needs to AdWorx Design Studio at the briefing stage.
We recommend you provide information about:
√ Your organisation’s practices and values.
√ Corporate identity requirements.
√ Existing communication material which you think reflects your organisation’s practices and values.
√ Objectives of communication material.
√ Words to describe the desired “look” and “feel” such as “contemporary” and “innovative”.
√ Emotional response you would like to achieve from the audience such as “excited,” “proud,” or “scared”.
√ Target audience.
- You should include specific briefing information about your design project including:
√ Logos, symbols, trademarks.
√ How text and photographs will be provided, if needed
√ How graphs and any other graphical elements will be provided and used, if required.
√ How many design concepts will be needed?
√ Production specifications (for example, number of pages, quantity, paper quality/stock, size, preferred binding) if known.
√ Any special finishes (embossing, foiling, die-cuts). AdWorx Design Studio can provide specialist advice on specifications and finishes.
√ Proposed production schedule.
√ Packaging requirements.
√ Printing preferences.
√ Delivery requirements including contact/s and address/es, electronic file formatting (if relevant).
√ Timeframes for concept presentation and approvals.
√ Delivery deadline.
- Allow enough time for the design process.
Often people are tempted to ‘crunch’ the time allowed for graphic design. To maximise your design investment, we suggest you allow substantial time for the design process. The focus should be on ensuring the text, design and artwork is correct. If you face strict time constraints, please discuss appropriate solutions with your AdWorx Design Studio designer. We can provide you with some options that won’t compromise the value of your communication project.
- Try not to let personal taste affect your opinion of a design. Consider whether the design will reach your target audience and whether it will achieve the intended result.
Criticisms or design suggestions should be specified as clearly as possible using the briefing checklist.
Consider providing the following information in your graphic design brief to make the most of your project.
- Product/service description
- History/present position/goals for future
- Competitor information
- Previous communication activity
- Present communication activity – research, advertising, direct mail, graphic design, public relations, distributor promotions
Communication task – “the message”
- Context of specific message in relation to business plans
- Information to be included in the designed item (text, logos, images etc)
- Function or desired response
- Target market
- Demographics – age, gender, income, employment, geography, lifestyle
- Purchase motivations – needs, wants, corporate image, product/ service positioning
- Purchase decisions – decision initiators, makers/influencers, end users (if relevant)
- Available budget
If unsure of budget you could provide:
- Estimates based on similar past projects and other information
- Consultation (research, strategy, brief development)
- Creative (concept and design development)
- Production (artwork, printing and other production)
About AdWorx Design Studio’s creative services
- AdWorx Design Studio offers a diverse range of talents, skills and backgrounds, offering considerable qualifications and industry experience.
- We specialise in designing communication material consistent with your businesses corporate identity.
We also have extensive experience in designing material local and international businesses.
- Corporate identities.
- Annual reports.
- Corporate presentations.
- Corporate publications.
- Direct mail packages.
- Multimedia presentations.
Visit www.adworxgraphicdesigners.co.za and follow the links to our portfolio to see some of the projects we have completed.
What AdWorx Design Studio can do for you
- Develop creative solutions from scratch. We can provide a solution for any communication challenge. Resolving the problem yourself means you miss out on utilising the creativity of the designer.
- Refine existing communication material to achieve the best results for your organisation.
- Work within the guidelines of your existing corporate style.
- Work in partnership with you to develop an effective visual solution.
- Ensure your message is not only seen – it’s noticed and remembered.
- AdWorx Design Studio can project manage your communication material from concept through to completion.
Need more help?
If you have any questions or need advice, please contact:
Cell: 079 742 4727
Natasha is available to answer any of your queries and provide assistance where needed. She is available in person, Whatsapp or via e-mail or telephone.