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Design Briefings

Clients tend to have varying expectations of their level of involvement in a design project. Regardless of how much involvement they want to have, it is important to get as much information as you can from the client at the initial design briefing. This will help you to avoid wasting your time and theirs with revisions to the design.

Make the client aware that the later they change their mind about design or content the more costly it will be for them. You also need to make the client aware of the importance of supplying you with text and imagery on time. Clients often don’t realise that you have to schedule their job in amongst others.

Essential Design Questions to Ask:

• What is the aim of the publication?
• Who is the target audience?
• Do you have any ideas about the personality and feel the product should have?
• How is the publication positioned against its rivals?
• Will the product need to cater for secondary audiences?
• What is the primary message you want to convey to the reader/viewer?
• Is there a previous version of the publication you are asking me to design?
• If so what did you like and dislike about it?
• Are there any elements you think must be kept?

Essential Coordination Questions:

• Who will be providing the text for the product?
• What are their contact details?
• When can I expect the text?
• What formats can you supply the text in?
• Who will be supplying photos and illustrations?
• What are their contact details?
• When can I expect the photos/illustrations?
• What format will the photos/illustrations be supplied in?
• Who will approve the design and when?
• How many stages of proofs do you want?
• When do you require each stage of proofs?
• Do the design and production need to be coordinated with other products’ schedules?
• Does the publication need to follow corporate identity design guidelines?
• When do you need the final artwork sent to the printers?

Essential Specifications-Related Questions?

• Will you be buying the print or do you want me to do so?
• What are the budgets for design and print?
• Do you have a size and number of pages in mind for the publication?
• How many/which colours do you want the various sections of the publication in?
• Does the product require varnishing, folding, gluing, lamination or binding? (If so what type and where?)
• What type and weight of paper do you want it printed on (cover and text pages)?
• What types of proof do you want at each stage?

The specifications-related questions will have an impact on your design, for example certain inks only work on certain paper stocks. It is not rude to ask about the budget. The client may have unrealistic expectations of what they can get for their money. It is better to set them straight early on.

If you have been told you are buying the print you will also need to know any specialist packaging and delivery instructions (eg size of boxes or polybags required, labelling instructions, delivery date, destination and delivery times).

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