mind the gap - bridging the gap between strategic & creative thinking
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MIND THE GAP
Bridging the gap between strategic & creative thinking.
A VISUAL PRESENTATION BY EOIN WHITE
Copyright © 2010 White Design. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author.
WHAT YOU’LL LEARN:
WHAT YOU’LL LEARN:
1.What graphic design is.
2.How graphic designers think.
3.Tools for working with graphic designers.
READY?
FIRST THINGS FIRST...
WHO AM I?
Graphic design is not art.
do
designers
think?
How
B R I E F S
What is the best way to brief a designer?
?
?
?
...all of them!
Speech Pathology.
Speech Pathology.
Catherine
Catherine
Me
Catherine
Me
Granda
CatherineUncle Paddy
Me
Granda
A brief should outline:
A brief should outline: AIMS
A brief should outline: AIMS
OBJECTIVES
A brief should outline: AIMS
OBJECTIVES&
A brief should outline: AIMS
OBJECTIVESDEADLINES
&
TARGET AUDIENCE
TEENAGE
GIRLS
TARGET AUDIENCE
TARGET AUDIENCE
SINGLEMEN
TEENAGE
GIRLS
NUNS
SINGLEMEN
TEENAGE
GIRLS
TARGET AUDIENCE
BUDGET
BUDGET
PrintingCosts
BUDGET
Advertising
Space
PrintingCosts
BUDGET
Advertising
Space
PrintingCosts
PostageCosts
DESIGN EXAMPLES
Tip:
Tip: Tell a graphic designer...
Tip: Tell a graphic designer...
what NOT to
do,
Tip: Tell a graphic designer...
what NOT to
do, NOT what to
do!
CONTENT
CONTENT
TEXT
CONTENT
TEXT
IMAGES
CONTENT
TEXT
IMAGES
LOGO
CONTENT
TEXT
IMAGESSPECS
LOGO
Question: Which of these email briefings looks easier to
understand?
?
LANGUAGE
Hand-overownership...
OK!
OK! Your happy.
OK! Your happy. The designer is happy.
OK! Your happy. The designer is happy. Job finished...
OK! Your happy. The designer is happy. Job finished... right?
THE BOSS...
Claimownership!
Objective or Subjective
fin.
whitedesign.co/download
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