design briefs
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- kelpie
just a wee wondering – if you were to be given the perfect design brief, what would it contain and how would it read?
I mean in terms of structure, goals, useful information, formating; not "I'd love a Nike poster" ;) you know what I mean.
We've all had some very shitty briefs. I'm sure, which leave you more mystified than before you read them, so if you were in charge of writing it, what would you do differently?
- Bluejam0
The perfect design brief would be written on a napkin, it would center on an idea an not a demographic. it would stress the importance of making the audience happy and not the person who wrote it (the client). it would encourage making mistakes with the view of getting to the ideal solution. cost would not be a problem (although some sense would be required).
- kelpie0
cheers mate, this is the kind of thing I mean "it would stress the importance of making the audience happy and not the person who wrote it (the client)"
I'm flushing out some process stuff here, so cheers for the help :)
- skt0
all it needs to say is who it is for and how you want said people to react.
- kind of, I agree - that's the most important thing but this doc I'm doing is more specific and expansivekelpie
- its mainly for the account handlers and sales guys to build useful processes of work with some of our more regular clientskelpie
- ...clientskelpie
- we have been trying to put something similar togethor ourselves... will email you the latest.skt
- although it is probably shite... i'm past caring.skt
- ditto, its just a list so far. language to pin down marketing folks ;)kelpie
- sent.skt
- me too...kelpie
- Fariska0
I find very useful when there is information about the target audience. Lately i've got a brief which uses a persona to describe and contextualize the scenario.
And i work very well when on the biref there's a list of benchmarks/best practices.
- kelpie0
"Lately i've got a brief which uses a persona to describe and contextualize the scenario."
that sounds interesting, care to ellaborate?
- mistermik0
Find out this first:
Company background
Marketing integration
Proposition / Key differentiators
Features and Benefits
Offers and Incentives
Target audience
Competitionthen write a brief that consists of:
Summary
Current Situation
Target Audience
Perception/Tone/Guidelines
Proposal
Requirements
Promotion/Communication Plan
Timing---
Every agency is different. Its works for me
- Iggyboo0
For me it's always been:
Client:
Problem or Current position:
Objective:
Audience:
Voice:
Means:
- max_prophet0
Depends on the project and how much they want to pay, some projects warrant and require specific info, research and testing, but only if there's a budget. Depends how much control and input you have as to strategy also, as ideally, you should be specifying exactly what it is they need so to some extent you write your own brief.
- kelpie0
cheers for the thoughts chaps
- mjg0
the perfect design brief:
1. client signs cheque
2. send files to print
- paraselene0
check yo e-mail.
- 7point340
3 simple steps to a perfect design brief:
1. diagonal lines
2. reversed out colors
3. narwhals