When it comes to designing something for a client, probably the most common thing we hear in terms of a ‘design brief’ is oh you’re the creative one, just do something that looks nice. And while being given carte blanche to do whatever we want might sound like a designer’s dream, it actually makes things really tricky. The design process is more than just trying to make a piece look nice.
We’re also trying to:
For example, it’s just not practical or appropriate for a client to pay for 10 hours of our time to design a double sided DL flyer for a one-off campaign they’re going to print 500 of. There’s just no way they’re going to get a return on that investment. But that’s how long it would take for us to design the piece if we had no brief. Why?
Well here’s some of what goes into the creative process:
See those four steps above? If the client provides us with nothing and we have to pull it all together ourselves, that’s hours of work right there in:
We haven’t even started designing the piece yet!
This is why we provide clients with briefing forms before starting any design job. We’re not trying to make their lives hard – we’re trying to save them money. We can do everything involved in the creative process (conceptualising, researching, writing, sourcing of imagery etc), but ultimately, we’re really great designers! If you’ve got a four hour budget for a job, wouldn’t you rather we spend that entire four hours designing?