Beruflich Dokumente
Kultur Dokumente
Learning Outcome 1
Contents:
1.
Assessment Criteria:
1. Details of the client brief are reviewed and any confusion is clarified with
client or supervisor
2. The type of document is determined and limitations for production
assessed
3. Client copy and images are assembled to conform to the brief
requirements
4. Library files are accessed for relevant data to conform to the brief
requirements
Conditions:
The trainees must be provided with the following:
1. Relevant hardware and software.
Page layout applications such as InDesign, PageMaker, QuarkXPress,
CorelDraw, Adobe Illustrator, Adobe Photoshop.
2. Scanner, digital camera
3. Design briefs
Methodology:
Self-paced learning
Discussion
Practical demonstration
Assessment Method:
Written test
Observation with oral questioning
Portfolio
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|1
of 29
LEARNING EXPERIENCES
Learning Outcome 1
CONFIRM CLIENT BRIEF
Special Instructions
Learning Activities
1. Read Information Sheet 4.1-1 on
.
2. Answer Self -check 4.1-1
Compare answer with the answer key
4.1-1
3. Read Information Sheet 4.1-2 on
.
4. Answer Self -check 4.1-2
Compare answer with the answer key
4.1-2
5. Perform Task Sheet 4.1-2 on
Evaluate
performance
using
Performance Criteria checklist-4.1-2
6. Read Information Sheet 4.1-3 on
.
7. Answer Self -check 4.1-3
Compare answer with the answer key
4.1-3
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|2
of 29
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|3
of 29
Getting your clients to include each of these in their brief makes your
job as a designer that much easier.
A comprehensive, detailed brief becomes the guiding document for the
entire design process, and spells out exactly what you, as the designer, need
to do, and the constraints within which you need to do it.
In this article well examine the basics needed for a great design brief
which should help ease your design work and avoid any problems with your
clients.
Here are the essential elements of a good design brief:
1.
2.
3.
4.
5.
6.
7.
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|4
of 29
overcharge them or charge them the maximum amount for the least amount
of work.
What clients dont often understand is that by knowing ahead of time
what kind of budget they have to work with, you can tailor your services to
give them the most benefit for their money. This is the part you need to
stress to your clients, and be prepared to meet some resistance.
Schedule is almost as important as budget. Some clients have no idea
how long it takes to design a great website. They dont understand that good
design takes time, and that its not just a matter of creating a pretty picture.
Sometimes clients have certain deadlines that they want to meet, because of
events happening with their company or industry. They might have an
upcoming product launch or trade show and want their new site ready for it.
Its important to find out why they want things to fit within a certain
schedule and whether that schedule is flexible or not.
Be realistic with your clients about both their budget and schedule
needs. If you know you cant do something within a certain budget or
schedule, tell them up front. Offer alternative solutions, if possible. You may
find that by working with them and within the restrictions they have, you
form a better working relationship and plenty of repeat and referral
business.
3. TARGET AUDIENCE
Who are your clients trying to reach? A website designed for teenagers
is going to look and work a bit differently than one designed for corporate
decision-makers. Ask your client who they want to appeal to with their
website right from the beginning.
If your clients arent sure who they want to reach with their site, ask
them who their ideal customer is. Im sure they have an idea of who buys
their products or uses their services.
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|5
of 29
Ask them to describe those people, even if theres more than one. If so,
its your job as the designer to create something that appeals to more than
one demographic.
4. PROJECT SCOPE
Not every project is as in-depth as every other. Some clients want a
completely custom solution. Others just want you to adapt an existing
template or other design. Some clients want an entire ecommerce site with a
shopping cart, while others just want a brochure site that gives basic
company information.
Sometimes, project scope is obvious from the goals of a project; if your
clients goals are to sell products through their website, then theyll need an
ecommerce solution. But if its not obvious, youll need to ask. Make sure
you ask about things like blog integration or social networking features, too.
5. AVAILABLE MATERIALS
Does your client already have a logo, brochure, product photos, or
other materials that would be useful to your design?
Looking at their existing promotional materials can shed valuable
insight into what their design taste is and what their priorities are.
If your client doesnt have things like a logo or product photos, then
youll likely want to either offer to design these things, or refer your client to
someone who can (if thats not in your normal scope of services).
These kinds of add-ons can be valuable to both your client and to your
bottom line.
6. OVERALL STYLE
Getting a sense of what your client wants in terms of style is vital.
They may have a grunge design in mind when youre picturing something
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|6
of 29
clean and modern (or vice versa). Most clients have very distinct likes and
dislikes. But theyre not always good at expressing what their tastes are.
Asking clients for examples of designs they like and designs they dont
like, even if theyre the designs of their competitors, can give you valuable
insight into what they like and dont like. Your clients should provide you
with a handful of examples prior to starting the design phase.
7. DEFINITE DO NOTS
At least as telling as what a client likes and wants is what they
definitely do not want.
Some clients hate certain features. Some clients dont want an
ecommerce site, or a three-column layout, or a slideshow. Getting an idea of
what your client doesnt want can save you from wasting time designing
features your clients will then reject.
FORMAL QUESTIONNAIRE OR JUST A GUIDE?
Now that you have an idea of what your clients design brief should
include, its time to decide whether you should gather this information
through a formal questionnaire, or simply provide your clients with a
guiding document that tells them how to put together a brief.
There are advantages to either approach. A formal questionnaire can
be useful for clients who are new to working with professional designers. A
well-designed questionnaire gets your client thinking, and gets to the root of
what they want from their new website.
Then again, a less formal document that simply guides your client to
create a design brief that includes all the pertinent information. If most of
your clients have already worked with professional designers, this can be a
better way to get information. Letting your client say what they want to say
can lead them to revealing information they might not reveal in a formal
questionnaire.
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|7
of 29
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|8
of 29
Working out exactly who the design work will be aimed at is key to
ensuring a successful project. Often clients will list basic demographics,
ages and locations as their target audience. Researching these points and
creating a clear vision of the type of a person is a vital stage of the process.
Understand the company and its customers, find out more about this
type of person, their likes and interests to help you build a solid, clear profile
of who your artwork needs to speak to.
2. Understand the clients style preferences
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
|9
of 29
When you first start designing, its very easy to get excited and jump
right in there with the artwork. This is one of the major pitfalls a designer
can fall into as even though the artwork you create might be strong, it
might, just not be what the client is after.
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 10
of 29
Once you have gone through the brief and got back to the client with
any style and inspiration clarifications, make sure you also have clear details
as to the actual requirements, how many pages, colour choices, visual
references to include, and not to include etc. Dont be afraid to clarify every
detail you need, as in the long run it will help to ensure a smooth project
form start to finish.
Conclusion
As a summary, and what I always say to other designers is that the
priorities for a designer in this order are: Get that style and aesthetic
inspiration completely locked down and clarified before even sketching ideas.
Build a solid and clear profile of who your design needs to speak to, and
finally ask as many questions as you need and dont be afraid of annoying
the client, because in the long run, they will love you for it!
SELF-CHECK 4.1-1
ANSWER KEY 4.1-1
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 11
of 29
First Meeting
Design Brief
Costing
Design
Approval
Artwork
Production
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 12
of 29
The brief you give your designers is the most significant element of the
design process.
You've heard the expression crap in, crap out, well it applies to design as
well. However, for many, writing a brief is often the most challenging part of
the project.
Here's a commonsense guide that will help;
1. Download the briefing document template. This will be a good start. It
provides the blueprint for the information we need.
2. Describe the problem not the solution. What you want and what you
need may be different. So its better to tell us your goals and what you
would like to achieve (vision) rather trying to instruct us on what it
physically looks like. Remember; if you tell us exactly how it should
look, be prepared for it to look just as you asked.
3. A picture paints a thousand words. If you have examples of what you
like and dislike, show us. It will help us understand your vision.
4. Your Target Market is not everyone. Unless you're announcing to the
world that its about to end your Target Market will be more defined.
Think about who your marketing efforts are aimed at (not just who
could use your product or service)
5. In most cases we are looking for more than a YES or NO answer.
First Meeting
The best communication starts with a conversation.
It's an ideal way to find out whether the fit will be right. This First Meeting is
a 'get to know' rather than a 'need to know' meeting. It usually lasts about
an hour and is free of charge. During this time;
1.
2.
3.
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 13
of 29
4.
Design Brief
If you haven't done so already download our briefing template.
The main elements of a brief include:
Costing
Defining your budget and understanding your financial expectations is at
the forefront of our minds and key to our process. A clearly defined budget
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 14
of 29
Analysis
This is usually conducted by the Graphic Designer and a Creative Director
or Account Manager. They independently review the brief and then discuss it
in an open forum.
Research
Fundamentally this is where a designer immerses themselves in the brief.
They research the competition, industry trends and market leaders. This,
with insights from the brief, enables the designer to form an understanding
of the projects context, market and environment.
Development
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 15
of 29
Only after researching and understanding does the designer start to put
pen to paper. And putting pen to paper is literally what we do. Before any
work starts on the computer, we explore alternative designs and design
elements by sketching them on paper. This allows the designer to think of
the form rather than the technical construction of the design, (this will come
later).
Its a process of elimination which can be likened to a funnel. A variety of
draft concepts are evaluated and critiqued through a series of stages until a
final design emerges.
Its a seemingly simple process. However the end result is not determined by
process alone. Where process ends, experience and creative ability begin.
Process, Experience and Creative Ability; all three are required to deliver the
best result.
Its a concept we all understand... Would you prefer a doctor who lectures in
medicine perform your surgery or alternatively a doctor who has had many
years of experience and is well regarded by his patients and peers perform
it?
Creation
Creation as the name suggests is where the final elements of the design
come together as a whole. For example if the project was a new identity;
creation would be the application of the new logo or wordmark to a variety of
branded items. (Stationery, web, signage, advertising and so on). These
items are also evaluated and refined, until there is a final design, or suite of
material for presentation.
Presentation
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 16
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The content of a presentation can vary depending on the size and scope of
the project. However usually;
After you have had time to review the design and give us your feedback, we
make any amendments necessary and if required present you with the
updated
designs.
Tip: The Design section of the process focusses on the overall style of the
work. It is best not to pay too much attention to the specific content when you
are evaluating a design. Areas such as copywriting, headlines, spelling can
be refined in the Artwork phase after the design is approved. Refining
content during the design phases tends to prolong design process and
increase costs.
Approval
Upon approval:
Designs, logos and word marks are taken to finished art, backed up and
archived.
High resolution images are purchased, backed up and archived
Artwork
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 17
of 29
Once the design is approved, final artwork files are prepared. This includes:
Finalising the artworks content eg: Copywriting, phone numbers,
disclaimers, images and so on.
Completing any authors corrections.
Confirming material specifications.
Preparing a low resolution proof for your approval (usually a PDF via
email).
PRE-PRESS Upon approval converting all low resolution images and files
to High resolution and preparing files for final output.
Upon dispatch, files are consolidated, backed up and archived.
Production
Documentation and specifications prepared and dispatched with
Artwork and sent to printer.
Printers proof is checked by the studio and then forwarded to the
client for final approval.
In some cases a press check is conducted while printed job is on the
press to ensure print quality.
Final product delivered to studio for final check.
Finished product dispatched to client.
SELF-CHECK 4.1-2
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 18
of 29
Type Resources
Identifont
Identifies common fonts, and helps you discover the right font for your purpose.
Font Squirrel
Free fonts! All are available for personal and commercial use.
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 19
of 29
Dafont
More free fonts! Most are available for personal use. Some are available for commercial use.
Color has a huge impact on design. If something is well designed but has poor color choices, it will not be successful.
Don't take it personally - it's just how our brains work!
Color theory is the field of study that examines how colors effect sensory experience. Even if you don't know much
about color theory, you can take advantage of these free resources to pick colors that work well together.
Color Resources
Kuler
Explore existing palettes, or create your own. Export swatches to other Adobe products.
Color Hunter
Create a custom palette from an image!
Design Seeds
Palettes curated by a designer.
COLOURlovers
Browse palettes based on color or popularity among a large community of users.
Clipart.com
Available for Penn users in the Vitale Digital Media Lab.
Openclipart
Many unique line drawings and other clip art. Many are exportable as png or svg files for further editing.
ClipArt ETC
For educational use only.
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 20
of 29
Being a graphic designer takes a unique mix of creativity, skill, patience, excellent
communication, and a touch of business savvy, all of which need constant nurturing to stay
sharp. Whether you're checking out blogs for inspiration, watching tutorial videos to learn new
shortcuts, or reading up on your favorite design movements, design resources are vital to a
thriving career in the field.
Regardless of if you're about to go into college or if you've been running your own business for
years, there are a few sites you should know about to ensure you're game is in check.
SELF-CHECK 4.1-3
ANSWER KEY 4.1-3
CBLMs on Visual
Graphics Design NC
III
Developing
Designs for Print
Media
Date Developed:
August 2015
Developed by:
Northlink
Technological
College, Inc.
Document No.
NTC-VGD-CORE-UC4
Issued by:
Northlink
Technological
College, Inc.
Revision # 1
Page
| 21
of 29