how to work with design. and designers. - english uk · how to work with design. and designers. ann...
TRANSCRIPT
How to Work with Design. And Designers.
Ann Hawkings Consultant
Sarah Lewis Senior Designer
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Today... - A quick intro - The design process - Setting a great brief - Budgeting - Tips and tools
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
A quick intro
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
A quick intro
Why this talk?
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
A quick intro
A bit about us
Ann Hawkings Language Travel Consultant specialising in product development, business strategy and material design.
Sarah Lewis Senior graphic designer with over 15 years of branding and corporate communications experience.
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
What is design?
Design
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
PicturesFonts
ColoursIcons
The design process
What is design?
Design
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Client
The design process
What is design?
Design
Design is the art of taking an idea and communicating it to a chosen audience.
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
What is design?
Design is the art of taking an idea and communicating it to a chosen audience.
Design
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
What is design?
Design is the art of taking an idea and communicating it to a chosen audience.
Audience Client
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
The stages of a design project
Preparation
- Identify need - Define audience - Create content - Gather support materials (brand guidelines, image library, logos etc.) - Write brief
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
The stages of a design project
Preparation
- Identify need - Define audience - Create content - Gather support materials (brand guidelines, image library, logos etc.) - Write brief
Briefing
- Discuss project with designer - Hand over support materials - Questions
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
The stages of a design project
Preparation
- Identify need - Define audience - Create content - Gather support materials (brand guidelines, image library, logos etc.) - Write brief
Briefing
- Discuss project with designer - Hand over support materials - Questions
Design
- Concepts - Development of chosen route - Run-in content - Amends (budget for 2 rounds)
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
The stages of a design project
Preparation
- Identify need - Define audience - Create content - Gather support materials (brand guidelines, image library, logos etc.) - Write brief
Briefing
- Discuss project with designer - Hand over support materials - Questions
Design
- Concepts - Development of chosen route - Run-in content - Amends (budget for 2 rounds)
Production
- Artworking - Export files for printers/screen etc.. - Archiving
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
What can go wrong
Why is it blue?
The design process
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
What can go wrong for a client
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
What can go wrong for a client
“ That’s the wrong logo”“ It looks just like
our competitors”
“ The printers want it as PDF/X1a:2001?*!”
“ I showed the finished design to our MD, she doesn’t think it’s working”
“ I’m over budget”
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
What can go wrong for a designer
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The design process
What can go wrong for a designer
“ The client doesn’t like it”
“ I designed it as A4, but it should be A5”
“ We’re on round 17 of amends”
“ I can’t find the colour breakdowns”
“ The new copy doesn’t fit”
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
The answer to all your problems
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Why do I need a brief?
- To clarify your objectives - Act as a benchmark - Keep you on budget and on time - Ensure that design meets or exceeds your expectations
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
What should be included
The brief
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Project details
- Name of the project - Contact details - Stakeholders
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Background
- Briefly describe your company or organisation - who you are, what you do, your history
- Brand guidelines (ideally including TOV and mission/vision/values )
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Objectives
- Why are you doing this project - What are you hoping to communicate and why
- Single minded message - Call to action
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Audience
- Who is your target market - Include demographics - If multiple audiences, rank them in order of importance
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Technical specifications
- How will the design be produced - If printed, will it be digital or litho and how many copies are required
- If digital, how will it be shared - What size/format will it be
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Additional references
- Are there any successful examples you can share
- What are your competitors doing - Examples of previous comms
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Timings and budget
- Detailed schedule, with delivery dates for the various stages
- Budget, for both design and production costs
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
That's going to take ages
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
The brief
Making it a priority
Logo
Well written brief + Guidelines = Successful comms
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Budgeting
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Budgeting
Be realistic about time
- Expect to invest more time up front when working with a new designer
- Allow turn-around time in the schedule for at least 2 rounds of amends
- All stakeholders should be involved in signoff - this can take time
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Budgeting
Hidden costs
- Consider photography costs. Stock imagery or shoot? Image searching can eat into a budget
- Font licensing - Artworking
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Budgeting
Timesheets. Timesheets. Timesheets.
- Help designers and clients track and validate their time
- Useful when estimating future projects
- A smooth billing process with no surprises
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Tips and tools
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Tips and tools
Things we’ve learnt
- Invest in brand guidelines - Spending time on the brief/content before you hand over to a designer will save you money in the long run
- Always get stakeholders involved early - File names and filing are crucial
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Tips and tools
From us to you
Design vocabulary cheat sheet
annhawkings.com
Downloadable briefing template
annhawkings.com
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Thank you
Any questions?
How to work with design. And designers. Ann Hawkings and Sarah Lewis.
Sarah Lewis Design [email protected] sarah-lewis.co.uk
Ann Hawkings Ltd. [email protected] annhawkings.com