The Intimidating Blank Space

As a project progress, the many back and forth changes from the client often derail whatever ideas the designer might originally had. The concept start to stray and the project might end up being art directed by the client. One way to prevent this is to always revert back to the original project brief and design proposal. To bring this a step further, a creative review will help the designer to see if he is still on the right track.

Creative Review Checklist
1. Is the product/service relevant to the concept?
2. Is the product/service correctly shown?
3. Are the benefits/features properly featured?
4. Does the way it is shown reinforces customers perception?
5. Are the logos/trademarks/names treated properly?
6. Can other products/services easily be used to substitute within this concept?
7. Is the creative approach unique and unusual to the product/service?
8. Does it grab attention?
9. Does the design fit the tone and style of the product/service?
10. Does it address the primary interests of the users?
11. Does the design have an interesting idea behind it and not purely decorative?
12. Does the design direct attention to whats important to the product/service?
13. Is it memorable?
14. Is it believable?
15. Is it persuasive?
16. Is it stylish and contemporary?
17. Does it encourage further actions from the users?
18. Does it allow users to contact the clients easily?
19. What is the primary objective and how is it being addressed?
20. What is the secondary objective and how is it being addressed?

This is a checklist to see if the design is on track according to our standard. It is not meant to be used as a critique. Hopefully this review process will sharpen thinking and improve quality control for all projects.

The thing I fear more than being molest by my boss, is the lack of a proper brief. The objective of design as taught to me in school is to solve problems. When a client want an update to their logo, I need to know what are the problems with their current one, which direction they are headed to and what differentiates them from their competitors. These questions form boundaries and limitations for a designer to frame their designs.

Oftentime clients think they are liberating the designers by not providing a set of boundaries and limitations. “I want a re-design of my website. I’d like to see what you can come up with in your own interpretations”…until the client receives the mockups and instantly know that the designs are exactly what they do not want. Designing without a proper brief is like throwing darts blindfolded. The designer can come up with 50 visuals and non will hit the target.

It is very important that the client have a vision or at least a direction of what they want. It is the job of the accounts executives, project managers and designers to suss out these information so that everyone has a clear goal to attain.

Example of a Design Brief Document:

Project Objectives:
What is the purpose? To raise awareness? To upgrade an old image? What are the problems?

Target Audience:
Who are the users? Sex, age, job titles, social/economic conditions. What motivates them?

Product/Website Features:
What is unique about this site/service/product?

Customer/User Benefits:
How will the users be better off after using the site/service/product?

Support for Benefit Claims:
Proof of benefits? User testimonials, research, focus groups?

Competition:
Who are the competitors? What is good and bad about them?

Creative Considerations:
What limitations? Eg, no flash, no budget for photography, etc.

Distribution Considerations:
How will the site be advertised? Brochures? Web ads?

Single Most Important Point:
What is the one thing you want users to remember?

Additional Notes and other considerations:
Eg. Corporate colours are blue and yellow but client prefer to use more blue.