Write Your Graphic Design Concepts
This post, “Write Your Graphic Design Concepts” is a follow-up post to tip #24 in our article, “101 Graphic Design Tips for Business Success”. Please be sure to view that list if you haven’t seen it already.
Clients Needs Words
Sometimes a client needs words to coincide with your visuals for a strong presentation. A description of who, what, where, and why can help any concept you create. If you include a written explanation with each concept that you submit to a client, a design might change from “another picture” to a “solution.”
Begin with a brief overview; this helps as guide for the rest of the project. Keep the end objective in mind. Whether it is brand recognition or lead generation – describe how your concept will lead them to achieve their goal.
Many creative projects also have logistics that you need to keep in mind. If you are designing a banner for an elevator bank, include a brief description of the area and the traffic expected there. How will that banner drive traffic to the tradeshow booth or educate their audience?
Align Corporate “Buzz” Words With Your Graphics
Including information like size, material, location and audience will give them justification for the concept.
This written description can be especially appropriate when you are introducing new brand ideas to be implemented with an existing brand identity. If their brand identity is striving to be “sophisticated, fun, and significant”, tie the words to the concept and how it applies. There is a powerful connection when you align corporate “buzz” words with your visuals.
Remember: brand should influence your concepts anyway, so be mindful of that when you create your images. If their brand wants to promote “stability” and “loyalty” leave the experimental imagery out and keep their “buzz” words in. On the other hand don’t be too blatant or literal, keep it subtle and intuitive. If it doesn’t make sense or relate to you, it won’t relate to them.
Last of all, you don’t need a novel to get the point. Keep it brief, captivating, professional and fun.