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Mind The Gap - Bridging the gap between strategic & creative thinking.
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Mind The Gap - Bridging the gap between strategic & creative thinking.

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  • Hi. My name is Eoin White. I’m a graphic designer, and I run my own studio here in Galway called White Design.I have worked with a vast array of clients from many different fields, such as entertainment, construction, hospitality, publishing literature, eductaion, medical, technological – you name it!
  • Like all of the design professions, graphic design is not art. Though aesthetics is a very important part, design is about problem solving; Form Follows Function.
  • Here is a short video briefly explaining what graphic design is.
  • Your brain is a giant, super fast processor. The left and right hemispheres process information and thoughts differently. We all use one side of our brain more than the other. The right side process information in a random fashion leading to more creative ideas. The left side processes information in a more sequential way, leading to more logical thoughts.
  • Now its time to move onto a very important subject that deserves a lot of attention and respect.
  • In fact you can even use Skype or Instant Messaging too!
  • I recently work on a brand identity project with a client in Sydney, Australia, and all we use ever used was Skype and email.
  • The brief was simple. Design a brandmark for a speech pathologist...
  • ...that appealed to kids! But after working through a few ideas, we discovered that what was really needed was a brandmark that appeared to appeal to kids, but actually appealed to the kids parents!
  • And so here is the finished product. So it turned out the brief was off base – and actually, Catherine Downs was a real ‘pain in the ass’ client. But that’s OK ‘cause she is actually my sister.
  • Anyway – back to business! To help avoid headaches and budget over-runs you need a tight brief!
  • The message you are trying to communicate.‘20%’ Cheaper calls with 02 roaming’
  • The response you are trying to acheive.‘Increased sales’ – ‘Brand awareness’ – ‘More inquiries’
  • The most important being the date in which the campaign goes ‘live’. Leave plenty of time!!!!! A good designer should furnish you with a project schedule once they have had time to analyse the brief.
  • You should mention the campaigns target audience. Supply the designer with any market research you have compiled.
  • Outline your budget. You may need to take into account other costs like...
  • Supply examples of design you like, and don’t like.
  • The designer probably has a good understanding of graphic design. If there is something you don’t like – point it out. But don’t TELL a designer how to design.
  • Soft copy.
  • Soft copy.
  • High resolution images.
  • High resolution logo.
  • Actual measurements!!!
  • Keep all your information clear and concise.
  • As well as being clear and concise, don’t be afraid to use emotive language to paint the right picture in the designers mind. Remember, designers are visual thinkers – meaning they understand something better once they have visualised it! (Hence the blanks stares)
  • A good designer will return to you with a well executed and clear solution to your brief. Too much management will hinder the design process and lead to an unfocused solution.
  • More ofthen that not you will need to get sign-off from your boss, or marketing dept. manager.
  • This ad works perfectly well for Wonderbra – do you agree?
  • Transcript

    • 1. MIND THE GAP
    • 2. Bridging the gap between strategic & creative thinking.
    • 3. 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.
    • 4. WHAT YOU’LL LEARN:
    • 5. WHAT YOU’LL LEARN:
      What graphic design is.
      How graphic designers think.
      Tools for working with graphic designers.
    • 6. READY?
    • 7. FIRST THINGS FIRST...
    • 8. WHO AM I?
    • 9. Graphic design is not art.
    • 10.
    • 11. designers
      How
      do
      think?
    • 12. B R I E F S
    • 13. What is the bestway to brief a designer?
    • 14. ?
    • 15. ?
    • 16. ?
    • 17. ...all of them!
    • 18.
    • 19.
    • 20.
    • 21.
    • 22. Speech Pathology.
    • 23. Speech Pathology.
    • 24.
    • 25. Catherine
    • 26. Catherine
      Me
    • 27. Catherine
      Granda
      Me
    • 28. Catherine
      Uncle Paddy
      Granda
      Me
    • 29. A brief should outline:
    • 30. AIMS
      A brief should outline:
    • 31. AIMS
      OBJECTIVES
      A brief should outline:
    • 32. AIMS
      OBJECTIVES
      A brief should outline:
      &
    • 33. AIMS
      OBJECTIVES
      DEADLINES
      A brief should outline:
      &
    • 34. TARGET AUDIENCE
    • 35. TARGET AUDIENCE
      TEENAGE
      GIRLS
    • 36. TARGET AUDIENCE
      SINGLE
      MEN
      TEENAGE
      GIRLS
    • 37. TARGET AUDIENCE
      SINGLE
      MEN
      TEENAGE
      GIRLS
      NUNS
    • 38. BUDGET
    • 39. BUDGET
      Printing
      Costs
    • 40. BUDGET
      Printing
      Costs
      Advertising
      Space
    • 41. BUDGET
      Postage
      Costs
      Advertising
      Space
      Printing
      Costs
    • 42. DESIGN EXAMPLES
    • 43. Tip:
    • 44. Tip: Tell a graphic designer...
    • 45. Tip: Tell a graphic designer...
      what NOTto do,
    • 46. Tip: Tell a graphic designer...
      what NOTto do,
      NOT what to do!
    • 47. CONTENT
    • 48. CONTENT
      TEXT
    • 49. CONTENT
      TEXT
      IMAGES
    • 50. CONTENT
      LOGO
      TEXT
      IMAGES
    • 51. CONTENT
      LOGO
      TEXT
      SPECS
      IMAGES
    • 52. Question:
      Which of these email briefings looks easier to understand?
    • 53.
    • 54.
    • 55. ?
    • 56. LANGUAGE
    • 57. Hand-over
      ownership...
    • 58.
    • 59.
    • 60.
    • 61.
    • 62. OK!
    • 63. OK! Your happy.
    • 64. OK! Your happy.
      The designer is happy.
    • 65. OK! Your happy.
      The designer is happy.
      Job finished...
    • 66. OK! Your happy.
      The designer is happy.
      Job finished... right?
    • 67. THE BOSS...
    • 68. Claim
      ownership!
    • 69. Objective or Subjective
    • 70.
    • 71.
    • 72.
    • 73.
    • 74.
    • 75.
    • 76. fin.
    • 77. DOWNLOAD PRESENTATION AT:
      whitedesign.co/download