(Excerpted From managing the Design books by Terry Stone)

The Graphic Design References+ Specification book by Poppy Evans + Aaris Sherin (2013)

Creative briefs are strategic tools.

Computer scientists have a saying, ” Garbage in, garbage out.” It means that computers can process a lot of data output, but it will only be as good as the information that put into the system. It’s pretty much the same in design. When creative is developed from great client input, the results can be great. if not, well, it’s a recipe for falling short of the mark. Without a well-identified and articulated set of objectives and goals that is rooted in thorough background and research information, a design can’t grow out of a solid foundation. There needs to be a summary of all the factors that can impact a design project. It is well worth the time it takes to develop it.

What’s in a creative brief?

In the best cases, a creative brief is created through meetings, interviews, readings, and discussions between a client and designer. it should contain background information, target audience details, information on competitors, short- and long term- goals, and specific project details. A creative brief will answer these questions:

• What is this project?
• Who is it for?
• Why are we doing it?
• What needs to be done? By whom? By when?
• Where and how will it be used?

Without making a framework for the project, the designer won’t be able to understand the parameters or context that needs to be worked within. The creative brief provides an objective strategic tool that can be agreed and acted upon. It can serve as set of metrics by which to judge and evaluate the appropriateness of design. At the very least, all the relevant project information is contained within a single document that be shared as guidelines for entire client and designer project team.

Negative Impact of No creative brief

Any designer who simply launches into a design assignment without a proper briefing doesn’t have all the relevant facts and opinions to do a well-informed job. They are also asking for trouble as work progresses. Approvals come with buy in; buy in is so often a result of feeling included and asked for input. Sure, the odds are that they can design something interesting and eye- appealing based on their gut instincts, but these solutions are not grounded in solid understanding , and they are more easily dismissed by both clients and target audiences.

How to do a creative brief

• Develop a list of questions for client that will provided you with the information you need to proceed with the design.
• Also the client to identity a list of people in their organization who should participate in the briefing process.
• Do client interview session(s). Meet the selected people one on one for more candid responses. Sen client the questions in advance so that they are better prepared to respond.
• Take notes and/or record interviews. Having two design team members on hand works better than doing it alone, because it allows the conversation to keep flowing, while still being recorded. Do remember that recording someone without their permission is inappropriate and illegal.
• Compile and analyze the interview findings. Create a summary document. Where is this consensus? Where are the overlaps and tangents?
• Write the creative brief. include the essential items and format the document to be easy to for both you and the client to use.
• Send the creative brief to the client for approval. Some designers do a design criteria document instead of sending the actual creative brief, which they share only with the design team. Whichever the document, send a summary of findings to the client first before any design begins.
• With client approval, distribute the creative brief to the design team. Some firms do this in a kick-off meeting; other jus provide a document. Either way, this is the design team briefing. The creative brief works as the guiding framework and background document to inform all design development.
• both the client and the design team members should evaluate all design solutions based upon the creative brief.

Preguntas para un informe creativo

1. A que se dedicara su empresa?
2. Si definirias a tu empresa can que personalidad la definirias, joven o conservadora?
3. Cuales colores que cress identifican a tu empresa?
4. Cualidades que buscas que refleje la marca
5. Marcas que te gustan visualmente (del giro de empresa)
6. Marcas que te gustan visualmente ( que no sean del giro)
7. Cosas que te gustaria evitar con la cuales la gente relacione tu empresa.

Who is your audience? Questions

1. Who are the members of your primary audience? To whom are you specifically writing your document?
2. Who are the members of your secondary audience? In addition to your primary audience, who else might read your document?
3. What is the purpose of the document?
4. What is your audience’s educational background?
5. What are the job responsibilities of your audience?
6. What are the ages and genders of your audience?
7. What is your audience’s cultural background?
8. Does your audience have cultural characteristics and conventions for you to consider in preparing text or graphics?
9. Does your audience have religious beliefs for you to consider?
10. Does your audience have disabilities of which you should be mindful?
11. What does your audience already know about the topic?
12. What information does your audience need on the topic?
13. What is your audience’s level of interest in the topic?
14. What are your audience’s attitudes toward the topic?
15. What are your audience’s attitudes toward you, your approach to writing a document, or documentation in general?
16. Does your audience have preferences or biases you should consider? If so, what are they?
17. What are your audience’s expectations about the document you are writing?
18. How will your audience use the document?
19. How will your audience’s previous experience with similar documents shape its attitudes, expectations, and use of the document?
20. In what kind of physical environment will your audience use the document?
21. Are there any ethical or legal issues related to the audience that should be considered? If so, what are they?
22. Where did the idea for the document come from, and will that information be relevant to your audience?