Briefing by David Whitbread

29th March, 2010

In this extract from The Design Manual, AGDA ACT member David Whitbread outlines an approach to design briefings that has been useful to him over the years.

A brief is like a list of client wishes or requirements. It is not a solution - rather, it defines a problem. Some clients supply a written brief and back-up material about their organisation or product. Other clients give a verbal briefing when prompted by the questions at a briefing meeting.

A working title that will serve as a recognition title for both parties is needed, and a thorough description of the job. What is the reason for the project? Maybe it's a public relations exercise. It could be educational or instructional; or advice about a public safety issue. In some cases, such as annual reports, it is a statutory requirement as well as a public document.You will need to identify any external requirements of it. These can be limitations imposed by law, by time, by other suppliers.

Discuss the audiences for the project. It helps to list the most important reader to the least important. Readers may be students, members of the media, children, the aged, businesspeople, parents, teachers, residents of a particular region, members of a community, members of parliament, industry leaders, unionists, public servants, academics, taxpayers, and so on.

Consider the ultimate distribution to gain an understanding of how the audience will receive the message. It may be available free or for purchase; on the Internet, hand-delivered or by mail; available at the newsagent or post office; by phone telesales; advertised on television or radio; subscribed to or sold over the counter; exclusive from a particular outlet or event; or any combination of these.

Imagine how it is likely to be used. Most people will scan or skim it, some will read cover-to-cover, some will only read summaries, and some will use it as reference. Is there a single, most important message the audience should receive? There should also be a short description of the sort of material involved and the viewpoint that is being expressed.

Discuss the feel, look or tone of the communication. Should it be light or heavy? simple or complex? quality, earthy, lavish, playful or traditional? In addition to these considerations, what aspect/s of corporate personality - innovative, traditional, caring, progressive, high tech, friendly - need to be projected? If it is a part of an ongoing project, samples of previous projects should be supplied for reference at the briefing. Digital files or job files on them should also be tabled or handed over to the designer, in order for the continuation of the project to be successful. More