Design Projects: Information You Should Provide Your Designer

"Design is about getting the right idea, and getting the idea right," according to Marty Neumeier. So how do you get the most from your projects and achieve critical marketing goals? Do you have a clear vision or do you want your designer to develop the ideas for you?

Clear information and direction are vital to a design project's success. Defining your objectives, target audience and your optimum results will enable a designer to meet your needs and overcome challenges effectively.

It is best to provide a thorough brief that sketches out the task at hand. However, when clients have a vague goal or an incomplete brief, it is the designer's responsibility to lead and to get the required information. Whether you are the client or the designer, here is what should be covered:

1.  Scope

What is the project? What is the budget? What are the deliverables? Will the images and copy be supplied? What is the timeframe?

Communicating these important information at the start of the process gives the designer a framework and enables him or her to clearly define the visual problem and devise solutions.

We have been working on our annual online holiday card. In this case, the budget is essentially zero because we produce it internally. The goal is to wish our clients and prospects the best for the season but also to illustrate our range of digital capabilities and creativity. Although we started early, we know we have to complete all revisions by early December. In this case, after Kelly, Unmana and I brainstormed the concept, Kelly provided the copy and some images she researched. Taking this input, I am working with the Affinity Express Interactive Team to execute the design and ensure we meet the deadline. At every stage, I ask myself if we are getting closer to meeting the goal and showing what our company is capable of. This helps me to lead others effectively and give constructive feedback.