Fendiaw’s Blog


Tutorial : Proses Desain, Creative Briefs
October 15, 2008, 8:28 am
Filed under: Tutorial
Suksesnya produk desain grafis sangat bergantung dengan planning yg baik. Membuat design-brief merupakan bagian hal yg penting dari konsep kreatif yg akan sangat membantu bagi desainer & klien untuk fokus terhadap aspek utama dalam proyek desain. Posting kali ini akan menjelaskan langkah demi langkah bagian penting dalam creative brief.

Successful graphic design is dependent on a well-executed plan. Developing a design brief is an important part of creative planning that helps both the client and the designer focus on the critical aspects of a design project. This section shows the steps in the process and outlines the fundamentals of a good creative brief.

Berbagai project kreatif, apakah website, poster, billboard, majalah, atau katalog harus terencana dengan baik dalam sebuah bentuk creative brief. Langkah-langkah didalamnya diperlukan untuk eksekusi sebuah proses desain.

Step 1.
Saat mempresentasikan konsep desain secara visual, biasanya klien mempersiapkan kepada kita sebuah creative brief berisi garis besar seperti tujuan visual, warna yg diinginkan, target demografis pasar , & spesifikasi. Kita juga bisa mempersiapkan creative brief milik kita, tentunya setelah diskusi singkat dengan klien. 

When we’re presented with a visual design challenge a client generally provides us with a creative brief outlining objectives, visual goals, desired tone, market demographics, and specifications. If this isn’t the case, we will create our own after discussing project goals with them.

Berikut contoh creative brief sebuah iklan :

Purpose
Outline the purpose of the creative “tentukan tujuan project kreatifnya!!”

Goals
Provide a clear statement of objectives, with priorities “tentukan komunikasi yg tepat untuk iklan anda!, skala prioritas komunikasi anda akan menentukan mudah tidaknya pesan anda ditangkap oleh audience”

Target Audience:
Define, characterize and prioritize the target audience “visualisasikan promo anda sesuai segment!”

Selling points
Outline the unique benefits, features and product selling points to be communicated visually and in the copy. “tunjukkan selling point dengan jelas!

Ad copy
Include rough draft of text or rough copy to be rewritten by copywriter

Tone of ad
Visual style guideline and preferences “biasanya klien memiliki corak yg unik supaya terlihat berbeda dari kompetitor, jadi pahami itu!!”

Ad Content
Outline photography, art direction, or stock imagery requirements, and indicate the illustration or support graphics that may also be required “Illustrasi kadang dibutuhkan untuk membuat visual promo anda lebih hidup… objek bisa berupa model, kartun, gadget, produk, dll”

Brand Values
Define the known and understood values of the company “Pasti!! mengertilah karakter brand klien anda…”

Competition: Outline major competitors and their marketing efforts “terkadang diperlukan komunikasi yg kompetitif untuk menunjukkan keunggulan produk klien dari kompetitornya”

Approval process: Establish dates for feedback at various intervals in the process i.e.; approval of rough conceptuals, semi-final versions, and final creative approval “buat timeplan setiap pekerjaan anda.. mulai dari ide, draft design, hingga final preview”

Specifications: Provide magazine specs and deadlines

Step 2.
Recap with the client our understanding of goals; e.g. what they want to convey to their target market and how they want to say it.

Step 3.
Review client marketing materials and compare with their competitors.

Step 4.
Prepare a quote with specifics in addition to budgets and timelines.

Step 5.
Begin developing conceptuals.

Step 6.
Send first round of rough concepts to the client for feedback.

Step 7.
Make modifications based on feedback.

Step 8.
Send revised conceptuals for client approval.

Step 9.
Upon approval, create print-ready digital output, and output prepress proof.

Step 10.
Upload printable PDFX to magazine.


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