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| A VISUAL COMMUNICATION COMMUNITY WEBPAGE |
| the B R I E F What is a Brief? A brief is simply a document that succinctly summarizes relevant information about your communication goals. Some agencies call it the 'creative brief'. Some call it the 'communications brief'. Whatever it is called, it is the most important document that starts the creative process - it is the foundation to the creative process. It can mean the difference between being disorganised and unfocused and being organised, focused and motivated. A design brief, normally, will give sufficient information to put the problem in context and to indicate the requirements, but it does not or should not impose unnecessary constraints on the solution. The wording of a design brief needs careful consideration. For example, a task can be stated in either of two ways - 1. Design a bed 2. Design something to sleep on The first example is called a closed design brief and the second an open design brief. A closed brief says what the product will be. An open brief leaves it for the designer to decide. Although a design is not generated by the brief but by the designer's own design knowledge, the brief plays a vital role in focusing effort towards solutions that are relevant to the client's requirements. A well-crafted design brief can function as a contract, an easy-to-follow road map for the entire design process, and an invaluable tool for securing project approval at the end of the process. A great design brief will make life easier and less stressful for everyone involved in a design project. "How to brief a graphic designer" The following information has been provided for businesses and organisations Information should be restricted to - a brief description of the organisation and its communication objectives - whether corporate identity guidelines exist - if and how copy and photographs will be provided - how many design concepts will be required - whether author’s corrections are likely to be substantial or minimal - production specifications (number of pages, quantity, paper quality, size, preferred binding etc) - the proposed production schedule The above information previously appeared on the website of Carolyn Morgan Design, Brisbane Creative Brief see below left A creative brief is like a road map. A good brief leads to imaginative and persuasive ads. And gets you there quickly. A bad brief starts you off in the wrong direction. So you have to stop, figure out where the heck you’re going, and start again. Go to www.adcracker.com/brief/5-0-1.htm see below left EXAMPLES/ACTIVITIES HYPOTHETICAL EVENT Here is a design brief for a hypothetical event from Sauce, an intiative of the Australia Council for the Arts, the Australian Government's arts funding and advisory body. With some modifications you may be able to use this in class CLICK HERE WINE LABELS "When working with graphic designers, always give them a written design brief as well as having a face-to-face meeting. It is very hard to change a design to incorporate an element that has been forgotten!" What to include in your design brief www.winediva.com.au/supply/graphic-design.asp MORE INFORMATION JOLT DESIGN is a full-service web design firm based in Mackay, Queensland. They previously had a web page explaining the design process they use. This included the the details sought from the client during the briefing process. The brief is particularly for the design of a website CLICK HERE Click HERE to go to UNIT 4 Outcome 1 Click HERE to go to DESIGN PROCESS |
| CREATIVE BRIEF Client / Client contact information: Project: Prepared by: Approved by: Client: Agency: Background / Overview: What is the objective - the purpose What do we want to say? What are the supporting rational and emotional ‘reasons to act or believe?’ Target audience: who are we talking to? Additional info & insights: What do we need from the creative team, and when do we need it? Client service checklist: |
www.gr8lessons.com/VCE/u4o1.html VCE VISUAL COMMUNICATION AND DESIGN (Victoria) UNIT 4 Designing to a brief OUTCOME 1 The brief ASSESSMENT TASK Prepare one brief that decribes a client's communication need and specifies possible resolutions, and proposes two distinct final visual communication presentations suitable for a stated audience/s I D E A S PLEASE NOTE THAT THERE ARE SPECIFIC REQUIREMENTS FOR THE UNIT 4 DESIGN BRIEF WHICH WILL DIFFER FROM OTHER INFORMATION YOU WILL READ ABOUT WHAT A BRIEF IS |