This document discusses how designers should properly decode and understand a design brief from a client. It is important for designers to analyze all the information from the client, identify the key points, and establish a clear direction. Designers often have to collaborate with clients to rewrite briefs and streamline them by removing irrelevant details. The document provides guidance on understanding the client's needs and goals, the target audience, competitors, and outlining a creative and media strategy to meet the project objectives.

1. Sangeeta Jain
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2. Decoding the design
brief...

3. Why…
What…
How…

4. *Sometimes clients write or use the design brief to
tell their whole business history, ideas, morals and
every detail possible and/or irrelevant information
but this can over-complicate things and give the
designer a clouded direction.
*Therefore it is important for a designer to be able
to take all of the information, understand the
details and establish the key points to create
effective designs.
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5. *Decoding is a term that denotes critical analysis,
extracting meaning and interpreting information
and data gathered for subsequent use.
*Designers must collaborate with the client to write
or decode the brief written by the client to truly
comprehend the contents of the brief.
*Designer’s usually decode/deconstruct the brief
given by the client and rewrite it to streamline the
decision making process.
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6. *Client
• Use the client information to know what does the
client actually need? What are the long-term goals? Is
it a rebranding? Is it a refresh or is it simply
something executional?
• Understand the client’s style preferences which will
help in suggesting styles back to client and outlining
an aesthetic plan of action.
• Ask questions, clarify every detail you need.
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7. *Target Audience
• Identify the gender, age, geographic location,
characteristics, priorities, occupations and cultural
considerations for each group.
• Find out what motivates and inspires each group and
their differences and similarities.
• Understand the present and future consumer trends.
• Investigate into what drives the consumers to the
competitors product/service.
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8. *Competitors
• Research the competitors and find out their strengths
and weaknesses.
• Know the gaps that exist between the client and
competitor product/service.
• Find out the range of products/services they offer,
how have they packaged and priced their products.
• How do they write about their products and what
style of marketing copy do they use?
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9. *Make a visual map
*Or make an action plan
*Anticipate any obstacles ahead
*Consider briefing the client back
*Identify the scope and limitations of the project
*Propose achievable schedules and budget
*Draw conclusions that will help to devise the
creative and media strategy
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10. Creative Strategy establishes the
central theme of advertising and is
created by the designer to meet the
objectives of the project/business.
Creativity is the soul of advertising and branding. It is
what gives life to messages about products and services
that may otherwise be insignificant in the hearts for the
consumers. Creative strategy deals only with the creative
aspects of advertising.
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11. Media Strategy is a plan for bringing
advertising messages to the attention
of consumers through the use of an
appropriate media.
Media is an extremely vital link that helps the
designer/client to connect with the audience. One must
choose the appropriate type of media and/or their
combination that best suits the target audience and
message.
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12. *