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Graphic Design
Agency Staff |
When developing
a visual communications piece, here are some questions that should be addressed first
before any pencil hits the sketchpad. Following this process will prevent false starts and
ensure that you're in sync with the designer:
- What are your objectives? What are you trying to accomplish? Is your
intention to inform? Motivate? Persuade?
- What key messages do you want to deliver? What image do you want your
audience to have of your business or organization?
- Who is your target audience? Determine the demographics of your audience
and their particular interests. A specific age group? Culture? A graphic designed for a
teenager will probably not be appropriate for a business leader.
- What is the tone of the piece? Warm and fuzzy? Buttoned down?
Show-stopping loud? Decisions about the colors, typography and other design elements will
be based on this.
- Is this project part of a larger program? If it is, spend some time on
planning. Establishing this at the very start will ensure design consistencies later.
- Who will be involved in the approval process? Key decision makers should
be included when establishing the criteria to avoid surprises later.
- What is the total budget? Consider all costs in producing the piece. For
example: printing, photography and distribution. The scope of work can then be determined
and a budget agreed upon.
- Have fun - the designer will - and just remember, substance over style.
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