PART SEVEN:

Briefing the client: principles in communicating the concept.

A brief is a document that outlines the main goals and visions a brand has for an advertisement, which is given to the creative director (Maggine, 2021). A good brief includes a clear vision of what the client wants, as well as a list of mandatory requirements (D&AD, 2014). This is because what the client has pictured in their head could differ greatly to what the designer envisions. Being clear and specific in the brief leaves less room for miscommunication and ensures that the client receives exactly what they want. As well as this, a brief should be succinct, because too much information can be confusing and sometimes contradictory. Written briefs are not the only option available for creating a brief, some of them can be presented in the form of a collage or other visual formats. Everyone thinks in different ways, and some people find it easier to communicate with visual representations than the written word. Designers need to be open to this and be flexible in the ways that they work so that the brief is fulfilled.

On the other hand, too much information should not be included in a brief. If a client writes a long brief, they may contradict themselves and lose the clarity of their original idea. They must strike a balance between being detailed and not talking too much.