How to create the perfect briefing!
On It all started with the briefing, because without a briefing, chaos would have reigned. Over the top? Yes, no, maybe? Am I scared?
Let’s follow graphic designer Gustav as he meets his client, Klaudia. She needs a corporate identity developed for her new start-up. She hires Gustav on the recommendation of a friend, as she doesn’t have much time to do her own research. The two meet in a café, briefly discuss the business concept and outline Klaudia’s design requirements.
They get on well, as the conversation quickly turned to holiday plans, hobbies and the like. Both leave the meeting satisfied, without setting a date for the initial presentation. “We’ll sort that out in between, if you’ve got anything!” suggests Klaudia.
At this point, he is juggling many projects, some with tight deadlines, so he asks for more time. As there is still time before the actual launch, Klaudia is understanding.
At last, the time has come!
Gustav sends the first draft of the logo. It’s very well received and Klaudia has just a few comments, which are very easy to implement. Gustav makes the corrections and adjustments, and then the next set of requested changes arrives.
In the meantime, Klaudia has been showing the design to her family and friends. One person thinks it’s too trendy, another that it’s not bold enough, and her mum doesn’t understand what it’s all about. She’s feeling unsure. Did she choose the right graphic designer? The launch is also drawing ever closer.
Meanwhile, Gustav points out to her that some of the requested changes would cause problems later on during printing. But Klaudia insists. To show him that her idea looks good, she puts together a draft herself. “You know what I mean!” she writes to him in an email.
They no longer speak on the phone. Both prefer to keep a written record of their conversation, just in case …
To cut a long story short
After the 14th round of proofreading, Klaudia had to postpone her launch. Gustav put in more hours than planned. Both just want to get the project over and done with. Neither of them is happy. What remains is a bitter aftertaste on both sides!
What happened?
druck.at tip: Both customers and graphic designers benefit from a briefing. It saves time, stress and money.
The two of them had overlooked something essential: nobody had taken the time to draw up a detailed, written briefing or agree on a schedule.
The phrase ‘Oh, we’ve still got plenty of time!’ is dangerous!
Just like ‘You know what I mean!’
Klaudia and Gustav let their mutual liking cloud their judgement. Of course, mutual liking is a good foundation for a very good working relationship, but it can also lead to far too many misunderstandings.
Many people find writing a briefing too time-consuming and a hassle.
BUT: We cannot know what the other person is thinking.
A simple example! Klaudia would have liked her logo to be in a light blue. However, graphic designer Gustav had a different idea of what ‘light blue’ meant, as you can see in the image on the left. Such misunderstandings can be avoided by studying a colour chart together during the meeting and agreeing on the exact shade.
Light blue ≠ light blue
Elegant ≠ elegant
Of course, a colour can be changed quickly. But what about a specific style? Klaudia wanted an elegant logo to match her start-up.
This list could go on and on. How can this be prevented?
We recommend:
How do I prepare as a graphic designer?
What do you need to know to create the perfect corporate identity, logo or printed item for your client? Why have some past projects not gone to plan, and which ones have?
Prepare a list of questions and, during the initial consultation, identify what the customer wants and what they don’t want.
Showcase examples of your work and explain how you carry out projects, as well as what the client can and cannot expect from you. Inspire your clients with your work and your track record.
After the initial consultation, summarise everything in writing and send it to your client, asking for feedback. Once everything is agreed between you both (quote, scope of work, etc.), start with a detailed briefing meeting. The final timetable will also be set during this meeting.
It’s best to put this conversation in writing again. Do you think we’re trying to give you a guide to creating red tape? On the contrary: it’s precisely these emails that often save you from unnecessary work, as they allow any misunderstandings to be cleared up.
Is everyone happy? Then let’s get creative!
How should I prepare as a customer?
First, clarify the most important questions for yourself.
- What do I want to convey through my brand identity?
- What are my company’s values?
- What is my company philosophy?
- Which target audience do I want to reach?
- Which design style do I like? Does this suit me?
- How do my competitors present themselves?
Search the web for graphic designers, agencies or web designers. You can also ask for recommendations. But always bear in mind: what suits one person may not be right for you.
Have a look at their website. How do they present themselves? Do you like the style? What range of work does the graphic designer cover? Then ask for a meeting. Summarise the questions above in writing and bring examples to the initial meeting of what you like and what you don’t like.
Be sure to include some of your own products too, as creative people love tactile and visual inspiration.
The more you tell us and show us, the better our creative team can understand your vision and turn your ideas into an unforgettable design. Put your trust in the professionals, even if it doesn’t make sense to you at first. Good graphic designers consider a product’s potential uses when designing it. If anything is unclear, ask and have it explained to you.
If you receive a design proposal from your graphic designer, keep it to yourself for the time being. As the saying goes, ‘Too many cooks spoil the broth!’ – wait a few days and let the design sink in. If you show the layout to friends and family, you’ll end up with lots of opinions but no decision.
The moral of the story: don’t forget your briefing.
After the launch, Klaudia and Gustav sat down for a constructive feedback session. They noted down the areas where things had gone wrong and used these to formulate the golden rules for their future collaboration.
In meetings, the motto is: ‘Work comes first’. Smartphones and laptops are switched to aeroplane mode.
A written summary is produced for every meeting.
A timetable will be agreed upon together.
Klaudia is now collecting examples to illustrate her requirements.
Gustav organises his work more effectively to avoid any delays.
Both adhere to the briefing.
Click on the link to download your briefing template. We wish you every success with your future briefing meetings.
