This document provides guidance on conducting research for a graphic design problem. It outlines identifying the problem through discussing it with the client or doing your own research. Creating a creative brief with details on who, what, when, where, why, and the audience is important. Conducting both online and offline research through observational research and focus groups can provide insights. Organizing and visualizing the research through mood boards allows for concepting and making decisions. The research process should involve collecting, absorbing, categorizing, and visualizing information before reviewing, analyzing, and developing ideas. An assignment is given to choose a campaign, deconstruct it, analyze it, and write a creative brief.

1. Researching a
GRAPHIC DESIGN
Problem

2. HOW TO
IDENTIFY THE PROBLEM...
C lie nt
Te lls You
You r o wn
Re se arch

3. THE
BRIEF
Creative Brief & Design Brief
THE 4 W’S

4. WHO?

5. WHAT?

6. WHEN?

7. WHERE?

8. WHY?

9. AUDIANCE
CREATE A PROFILE, & MAKE IT PERSONAL
J O HN
BLU E C O LL A R WO R K E R 9- 5
WO R K S 4 0 H R S
M I DDL E C L A SS
M A S C U L IN, LIK E S K E E P IN G ACTI VE , E NJOYS WATCH I NG AND P LAYING FOOT BALL
EN J OYS W E E K E N D FR E E T I ME WI TH FRI E ND S & FAMI LY
FATHER O F 2 GIR LS

10. RESEARCH
ONLINE &
OFFLINE
Observational Resaerch & Focus Groups

11. FRAMING
MASLOW’S HEIARCHY OF NEEDS
What are we appealing to?
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12. USP
UNIVERSAL SELLING PROPOSITION
THE SELLING POINT
1 Product • 3 Brands
What Makes Them Diffrent?
L AU NDRY D ET ER G E N T
BRAND 1
Stronger
Eliminates
Stains
BRAND 2
Smells
Good
BRAND 3
Enviormentally
Friendly

13. VISUALIZING & SORTING THE RESEARCH
http://outofmonotone.files.wordpress.com/2011/02/com14.jpg

14. MOOD
BOARDS
CONCEPTING & MAKING THE TOUGH DECISIONS.

15. RESEARCH PROCESS SUMMERIZED ...
Research • Collect • Absorb
Catagorize • Visualize • Edit
Rest • Incubation • Let it soak!
Review • Analyze • Ideas will start to bubble/boil
Concept

16. ASSIGNMENT
Choose campaign , deconstruct, analyze & write their creative brief.
ANSWERING THE FOLLOWING :
Who ?
Name the client give background info. their history, competitors, price range, what they sell or offer...etc.
What?
What makes their product or service unique? What was the USP for your choosen campaign?
When?
When did the campaign run? Did this make a diffrence in success of the campaign?
Where did the campaign run?
What media did they use? Why do you think they ran the campaign through choosen media.
Why are they advertising?
What was the problem tha they were trying to solve?
Their audiance?
Give a specific/ personal profile. Age, occupation, hobbies, gender...etc.
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