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Brief de diseño

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Brief de diseño

  1. 1. Ideas en limpio estrategias en borrador para lograr un diseño claro y efectivo Diana Casalins [email_address] Departamento de Educación Fundación Botánica y Zoológica de Barranquilla
  2. 2. Antes de empezar a diseñar es necesario tener claro el objetivo final ¿Qué? ¿Cómo? ¿Cuándo? ¿Dónde? ¿A quién?
  3. 3. El diseño debe ser entendido como un proceso …
  4. 4. Cómo lo explicó el cliente Cómo lo entendió el líder del proyecto Como lo interpretó el diseñador Cómo lo diseñó el analista financiero Como lo describió asesor comercial Lo que el cliente realmente necesitaba La cobertura de mantenimiento Lo que se le facturó al cliente Lo que instalaron los operarios Cómo se documentó el proyecto
  5. 5. Estrategia de solución: El Brief Creativo
  6. 6. ¿En qué consiste? El Brief Creativo es una herramienta que utilizada eficazmente proporciona un enfoque claro y acertado sobre la piezas solicitadas, ofreciendo la información necesaria para empezar la etapa de diseño.
  7. 7. Un Brief Creativo no es… <ul><li>Una lista de chequeo </li></ul><ul><li>Un documento corta y pega </li></ul><ul><li>Una lista de instrucciones </li></ul><ul><li>Una receta </li></ul><ul><li>Un test de selección múltiple </li></ul>
  8. 8. ¿Qué contiene? Descripción del trabajo Background Target Objetivo Mensaje Elementos obligatorios Formato Tiempos Presupuesto Aprobaciones
  9. 9. Descripción del trabajo <ul><li>¿Qué tipo de pieza queremos? P.e.: un banner, un afiche, un volante, una presentación… </li></ul>
  10. 10. Descripción del trabajo <ul><li>La definición es corta , menos de una línea. No hay que escribir un ensayo sobre el asunto sino ser concretos . </li></ul>
  11. 11. Background ¿Cuál es el contexto del proyecto? ¿ Para qué se hace? ¿Se encuentra inscrito dentro de alguna estrategia institucional ya desarrollada? P.e.: campañas comerciales, programas educativos, línea de negocios…
  12. 12. Background No está bien redactado si al terminar de leerlo no tenemos idea de cómo se articula esta pieza con otras, ni qué enfoque tiene el proyecto en general.
  13. 13. Target <ul><li>¿ Cuál es el público al que se espera llegar? </li></ul><ul><li>¿Qué sabemos de ellos? </li></ul><ul><li>¿Hay alguna cosa en particular que deba ser evitada ? </li></ul>
  14. 14. Target No sirve si no es específico ; p.e.: “público interesado” o “visitantes del Zoo” son categorías demasiado extensas. Anualmente nos visitan alrededor de 280.000 personas, definamos: ¿queremos llegar a los padres? ¿a los niños? ¿a los estudiantes? ¿capturar público externo? Si el target no es específico, la pieza no no causará implicación.
  15. 15. Objetivo <ul><li>¿ Qué se busca lograr? </li></ul><ul><li>¿Cómo será esto medido y entendido? </li></ul><ul><li>¿Qué es lo que queremos que el target haga/piense/sienta ? </li></ul>
  16. 16. Objetivo Un buen objetivo es realista y puede ser interpretado a través de atributos de diseño que se repercutan en el estilo de la pieza.
  17. 17. Mensaje <ul><li>¿Cuál es la idea que queremos decirle a la audiencia? </li></ul><ul><li>¿Qué es lo que deben recordar de la oferta? </li></ul><ul><li>¿ Cómo creerán lo que decimos? </li></ul><ul><li>Esto es lo primero y lo último que los creativos leen del brief, aquí debe definirse el ángulo desde el que será abordado el aviso. </li></ul>
  18. 18. Mensaje No está bien redactado si no muestra la característica esencial de la campaña o producto. Debe proporcionar una razón atrayente y poderosa.
  19. 19. Mensaje ¿Comunica clara y rápidamente lo que quiere decir? ¿Contiene al menos una característica que no sabía antes de empezar el brief? ¿ Es sorprendente o provocador ? ¿Contiene una mirada estratégica ? ¿Contiene un beneficio para el consumidor? ¿Usted mismo lo cree? Si la respuesta es no a alguno de los puntos anteriores, revise nuevamente su propuesta
  20. 20. Elementos obligatorios <ul><li>Los elementos que deben ir en la pieza, tales como el logo de la institución, logo del programa comercial o educativo (si lo hubiere), dirección física o virtual, información de contacto … </li></ul><ul><li>Textos de contenido </li></ul><ul><li>Fotografías predefinidas (si las hubiere) </li></ul><ul><li>Llamados a la acción (p.e.: inscríbete, asiste, compra, participa…) </li></ul>
  21. 21. Formato: Aspectos técnicos necesarios para diseñar: ¿ Tamaño ? ¿full color o blanco y negro? ¿ JPEG , PDF, CDR? ¿ Impreso o web?
  22. 22. Formato: En caso de duda consulte al diseñador sobre el formato más apropiado.
  23. 23. Tiempos: Es importante definir el plazo de entrega del diseño, plazo de impresión, planear el número de rondas de revisión según el tipo de trabajo. Un trabajo mal organizado en tiempos puede resultar en piezas insatisfactorias.
  24. 24. Presupuesto: Hacer un presupuesto previo le ayudará a terminar de definir aspectos técnicos relacionados con el tipo de formato (tamaño, tipo de papel, tipo de soporte –acrílico, vinilo…-, número de tintas)
  25. 25. Aprobación: ¿Quién da el visto bueno final ? ¿ Quiénes participan de la revisión del proyecto y en qué momentos?
  26. 26. Errores comunes Briefs llenos de contradicciones Reiterativos Poco realistas Perezosos, genéricos, con pocas ideas Uso excesivo de jerga ambigua, carente de identidad y foco Un brief que le calza a cualquier producto o servicio
  27. 27. Principios guías: Conozca el producto que quiere ofrecer, sólo así podrá enfocarlo de manera atractiva KIS: Keep It Short, Keep It Simple
  28. 28. Gracias …

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