How to brief graphic designers

April 2003

Table of contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 What is graphic design? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 The graphic design process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Tips for briefing graphic designers
........................

Case study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Checklist

........................................................ ..........................

7 8 8 9

About Goprints creative services What Goprint can do for you Need more help?

...............................

..............................................

Goprint working in partnership with you

Introduction
Our society relies heavily on communication, and organisations require communication which has professional visual impact. Goprints graphic design team can assist you to achieve a visual impact that meets your communication objectives. Our experience shows that successful graphic design comes from an effective working partnership between our creative team and you, our client. Our creative expertise can help you achieve innovative solutions to your communication challenges. This guide provides you with valuable tips on briefing Goprints graphic designers an important step in managing the design of your communication material. We also explain the Goprint creative process. A successful briefing process will help you make the most of our creative and technical expertise. Let Goprint assist you to achieve the best possible visual impact for your corporate communication.

Goprint working in partnership with you

What is graphic design?

To provide an effective design brief, its important to understand the role of graphic designers and the steps involved in design. The following information will provide you with a good general knowledge of the process. Graphic design is a problem solving process, requiring substantial creativity, innovation and technical expertise. An understanding of the clients product or service and goals, their competitors and the target audience is translated into a visual solution. This visual solution is created by manipulating and combining shape, colour, imagery, typography and space. Australian Graphic Design Association (AGDA)

1. Briefing The briefing stage may consist of either or both of the following:

Initial informal discussions between you, the client, and Goprint covering project objectives, timing and budget. Formal meetings to discuss your project in detail and clarify any technical issues including budget, timetable and corporate identity guidelines.

The graphic design process

A good graphic design process is structured around ensuring that the client gets the highest quality solution and service appropriate to their business, marketing or communication problem (AGDA). There are four major steps involved in graphic design: 1. Briefing. 2. Design. 3. Artwork. 4. Production. While the detail below explains the steps involved in the graphic design process, Goprints creative services team will tailor its processes to suit your requirements. For instance, you may choose to brief Goprint in detail at a later stage, after you have provided the signed off text. We can discuss the process that best meets your needs.

2. Design Development

The Goprint designer reviews the brief, background material and identity standards to ensure we understand the project context and your corporate requirements. Goprint develops the draft concepts and preliminary designs and selects the most appropriate options for further development.

Presentation

The designer presents visual solutions and explains design decisions. Goprint works with you to evaluate the visual presentation against the brief.

Goprint working in partnership with you

Refinement

4. Production

Following your review and feedback, the designer amends the material as required and, if necessary, presents you with new design/s.

The Goprint designer forwards the artwork to the Goprint Bureau. The designer views a bureau proof and passes the proof on to the client for approval. If required, Goprint conducts a press check of the printed sample while the job is running on the printing press.

3. Artwork

Goprint prepares the artwork files and provides a proof (email or hardcopy). You either approve the artwork by signing the proof, or mark-up changes youd like to make. A further proof is provided if required. Any authors corrections (client requested changes to content already provided which may include additional charges: see quote conditions provided with quote).

Goprint working in partnership with you

Tips for briefing graphic designers

Packaging requirements. Printing preferences. Delivery requirements including contact/s and address/es, electronic file formatting (if relevant). Timeframes for concept presentation and approvals. Delivery deadline.

Let us do the creative part. Our specialist design team has access to a large pool of resources, training and experience. You should thoroughly communicate your needs to Goprint at the briefing stage. We recommend you provide information about:

Your organisations practices and values. Corporate identity requirements. Existing communication material which you think reflects your organisations practices and values. Objectives of communication material. Words to describe the desired look and feel such as contemporary and innovative. Emotional response you would like to achieve from the audience such as excited, proud, or scared. Target audience.

Allow enough time for the design process

Often people are tempted to crunch the time allowed for graphic design. To maximise your design investment, we suggest you allow substantial ti me for the design process. The focus should be on ensuring the text, design and artwork is correct. If you face strict time constraints, please discuss appropriate solutions with your Goprint designer. We can provide you with some options that wont compromise the value of your communication project.

You should include specific briefing information about your design project including:

Logos, symbols, trademarks. How text and photographs will be provided, if needed. How graphs and any other graphical elements will be provided and used, if required. How many design concepts will be needed. Production specifications (for example, number of pages, quantity, paper quality/ stock, size, preferred binding) if known. Any special finishes (embossing, foiling, die-cuts). Goprint can provide specialist advice on specifications and finishes. Proposed production schedule.

Try not to let personal taste affect your opinion of a design. Consider whether the design will reach your target audience and whether it will achieve the intended result. Criticisms or design suggestions should be specified as clearly as possible using the briefing checklist on page 7.

Goprint working in partnership with you

Case study
Effective briefing resulted in an excellent outcome for the Prostitution Licensing Authority (PLA). The PLA commissioned Goprint to help raise awareness and open communication channels, by developing posters for placement in brothels. Goprints creative solution was successful for the PLA because the client provided relevant background information about the organisation and clear guidelines on what its communication material should portray. The newly established PLA advised Goprint of its vital role in improving safety and health for workers in the sex industry. They wanted the PLA to appear approachable and trustworthy, communicating that one of its aims was to assist and protect sex industry workers. The organisation asked Goprint to design material with a contemporary feel.

Goprint provided a solution of three visually stunning colour posters. The posters have a sensual appeal achieved by the use of soft colours and a feminine image. Goprint also achieved a slightly provocative edge by creating a tag line for each of the posters, Open up, Your best protection yet and Servicing you. The PLA reported that the posters were a key component of its campaign to increase the communication channels between the organisation and sex workers. PLA Senior Policy Research Officer, Anne Edwards, said the PLA received positive feedback from workers in the sex industry who now feel they can approach the PLA for whatever reason. Goprints innovative posters have proven a valuable way of spreading the word that the PLA is open and approachable for workers in the sex industry a vital part of our role. Workers seem willing to approach us if they have a concern or a problem. Weve been really pleased with the work Goprints creative team has done for us.
[Anne Edwards, Senior Policy Research Officer, Prostitution Licensing Authority]

Goprint working in partnership with you

Checklist
Consider providing the following information in your graphic design brief to make the most of your project. Product/service description History/present position/goals for future Competitor information

Target market Demographics age, gender, income, employment, geography, lifestyle Purchase motivations needs, wants, corporate image, product/ service positioning Purchase decisions decision initiators, makers/influencers, end users (if relevant) Budget

Communication background Previous communication activity Present communication activity research, advertising, direct mail, graphic design, public relations, distributor promotions Communication task the message Context of specific message in relation to business plans Information to be included in the designed item (text, logos, images etc) Function or desired response Target market

Available budget If unsure of budget you could provide: Estimates based on similar past projects and other information Timetable Consultation (research, strategy, brief development) Creative (concept and design development) Production (artwork, printing and other production)
(Adapted from AGDA)

Goprint working in partnership with you

About Goprints creative services

What Goprint can do for you

The team has a diverse range of talents, skills and backgrounds, offering considerable qualifications and industry experience. Goprints creative services team specialises in designing communication material consistent with Queensland Governments corporate identity. We also have extensive experience in designing material for non-profit organisations and government owned corporations. We design:

Develop creative solutions from scratch. We can provide a solution for any communication challenge. Resolving the problem yourself means you miss out on utilising the creativity of the designer. Refine existing communication material to achieve the best results for your organisation. Work within the guidelines of your existing corporate style. Work in partnership with you to develop an effective visual solution. Ensure your message is not only seen its noticed and remembered. Goprint can project manage your communication material from concept through to completion.

Corporate identities. Annual reports. Corporate presentations. Newsletters. Signage. Billboards. Posters. Catalogues. Packaging. Stationery. Illustrations. Corporate publications. Booklets. Brochures. Manuals. Direct mail packages. Multimedia presentations. Websites.

Visit www.goprint.qld.gov.au and follow the links to creative to see some of our portfolio samples.

Goprint working in partnership with you

Need more help?

If you have any questions or need advice, please contact:

Debbie Grant
Creative Coordinator Telephone (07) 3246 3385 Email debbie.grant@goprint.qld.gov.au Debbie is available to answer any of your queries and provide assistance where needed. She is available in person or via email or telephone.

Goprint would like to thank the Australian Graphic Design Association for allowing us to use some of their material in developing this guide.

Goprint working in partnership with you