How to brief

graphic designers
April 2003
Table of contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
What is graphic design? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
The graphic design process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Tips for briefing graphic designers ........................ 5

Case study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Checklist ........................................................ 7

About Goprint’s creative services .......................... 8

What Goprint can do for you ............................... 8

Need more help? .............................................. 9

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Introduction
Our society relies heavily on communication, and
organisations require communication which has
professional visual impact.

Goprint’s graphic design team can assist you

to achieve a visual impact that meets your
communication objectives. Our experience shows
that successful graphic design comes from
an effective working partnership between our
creative team and you, our client. Our creative
expertise can help you achieve innovative
solutions to your communication challenges.

This guide provides you with valuable tips

on briefing Goprint’s graphic designers – an
important step in managing the design of your
communication material. We also explain the
Goprint creative process.

A successful briefing process will help you

make the most of our creative and technical
expertise. Let Goprint assist you to achieve the
best possible visual impact for your corporate
communication.

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What is graphic design? 1. Briefing
The briefing stage may consist of either or both
To provide an effective design brief, it’s
of the following:
important to understand the role of graphic
designers and the steps involved in design. The  Initial informal discussions between you,
following information will provide you with a the client, and Goprint – covering project
good general knowledge of the process. objectives, timing and budget.
 Formal meetings to discuss your project
Graphic design is a problem solving process, in detail and clarify any technical issues
requiring substantial creativity, innovation including budget, timetable and corporate
and technical expertise. An understanding identity guidelines.
of the client’s product or service and goals,
their competitors and the target audience is
translated into a visual solution. This visual
solution is created by manipulating and
combining shape, colour, imagery, typography
and space.
Australian Graphic Design Association (AGDA)

The graphic design process

A good graphic design process is structured
around ensuring that the client gets the highest
quality solution and service appropriate to their
business, marketing or communication problem
(AGDA). 2. Design
Development
There are four major steps involved in graphic
design:  The Goprint designer reviews the brief,
background material and identity standards
1. Briefing. to ensure we understand the project context
2. Design. and your corporate requirements.
3. Artwork.  Goprint develops the draft concepts and
4. Production. preliminary designs and selects the most
appropriate options for further development.
While the detail below explains the steps
involved in the graphic design process, Goprint’s Presentation
creative services team will tailor its processes to  The designer presents visual solutions and
suit your requirements. For instance, you may explains design decisions.
choose to brief Goprint in detail at a later stage,
 Goprint works with you to evaluate the visual
after you have provided the signed off text. We
presentation against the brief.
can discuss the process that best meets your
needs.

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Refinement
 Following your review and feedback, the
designer amends the material as required
and, if necessary, presents you with new
design/s.
4. Production
 The Goprint designer forwards the artwork to
the Goprint Bureau.
 The designer views a bureau proof and passes
the proof on to the client for approval.
 If required, Goprint conducts a “press check”
of the printed sample while the job is running
on the printing press.

3. Artwork
 Goprint prepares the artwork files and
provides a proof (email or hardcopy).
 You either approve the artwork by signing the
proof, or mark-up changes you’d like to make.
 A further proof is provided if required.
 Any “author’s corrections” (client requested
changes to content already provided which
may include additional charges: see quote
conditions provided with quote).

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Tips for briefing graphic designers
 Let us do the creative part. Our specialist
design team has access to a large pool of
resources, training and experience.
 You should thoroughly communicate your
needs to Goprint at the briefing stage. We
recommend you provide information about:
 Your organisation’s practices and values.
 Corporate identity requirements.
 Existing communication material which
you think reflects your organisation’s
practices and values.
 Objectives of communication material.
 Words to describe the desired “look”
and “feel” such as “contemporary” and
“innovative”.
 Emotional response you would like
to achieve from the audience such as
“excited,” “proud,” or “scared”.
 Target audience.
 Packaging requirements.
 Printing preferences.
 Delivery requirements including contact/s
and address/es, electronic file formatting
(if relevant).
 Timeframes for concept presentation and
approvals.
 Delivery deadline.
 Allow enough time for the design process
 Often people are tempted to ‘crunch’
the time allowed for graphic design. To
maximise your design investment, we
suggest you allow substantial ti me for
the design process. The focus should
be on ensuring the text, design and
artwork is correct. If you face strict time
constraints, please discuss appropriate
solutions with your Goprint designer.
We can provide you with some options
that won’t compromise the value of your
communication project.

 You should include specific briefing  Try not to let personal taste affect your
information about your design project opinion of a design. Consider whether the
including: design will reach your target audience and
whether it will achieve the intended result.
 Logos, symbols, trademarks.
 Criticisms or design suggestions should be
 How text and photographs will be
specified as clearly as possible using the
provided, if needed.
briefing checklist on page 7.
 How graphs and any other graphical
elements will be provided and used, if
required.
 How many design concepts will be
needed.
 Production specifications (for example,
number of pages, quantity, paper quality/
stock, size, preferred binding) if known.
 Any special finishes (embossing, foiling,
die-cuts). Goprint can provide specialist
advice on specifications and finishes.
 Proposed production schedule.

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Case study
Effective briefing resulted in an excellent outcome for the Prostitution Licensing Authority (PLA). The
PLA commissioned Goprint to help raise awareness and open communication channels, by developing
posters for placement in brothels.

Goprint’s creative solution was successful for the PLA because the client provided relevant background
information about the organisation and clear guidelines on what its communication material should
portray.

The newly established PLA advised Goprint of its vital role in improving safety and health for workers
in the sex industry. They wanted the PLA to appear approachable and trustworthy, communicating
that one of its aims was to assist and protect sex industry workers. The organisation asked Goprint to
design material with a contemporary feel.

Goprint provided a solution of three visually stunning colour posters. The posters have a sensual
appeal achieved by the use of soft colours and a feminine image. Goprint also achieved a slightly
provocative edge by creating a tag line for each of the posters, Open up, Your best protection yet and
Servicing you.

The PLA reported that the posters were a key component of its campaign to increase the
communication channels between the organisation and sex workers.

PLA Senior Policy Research Officer, Anne Edwards, said the PLA received positive feedback from workers
in the sex industry – who now feel they can approach the PLA for whatever reason.

Goprint’s innovative posters have proven a valuable way of spreading the word that the PLA is open
and approachable for workers in the sex industry – a vital part of our role. Workers seem willing to
approach us if they have a concern or a problem.

We’ve been really pleased with the work Goprint’s creative team has done for us.

[Anne Edwards, Senior Policy Research Officer, Prostitution Licensing Authority]

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Checklist
Consider providing the following information in
your graphic design brief to make the most of
your project.
Product/service description
History/present position/goals for future
Competitor information
Budget
Communication background
Previous communication activity
Present communication activity – research,
advertising, direct mail, graphic design, public
relations, distributor promotions
Timetable
Communication task – “the message”
Context of specific message in relation to
business plans
Information to be included in the designed
item (text, logos, images etc)
Function or desired response
Target market
Target market
Demographics – age, gender, income,
employment, geography, lifestyle
Purchase motivations – needs, wants,
corporate image, product/ service positioning
Purchase decisions – decision initiators,
makers/influencers, end users (if relevant)
Available budget
If unsure of budget you could provide:
Estimates based on similar past projects and
other information
Consultation (research, strategy, brief
development)
Creative (concept and design development)
Production (artwork, printing and other
production)
(Adapted from AGDA)
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About Goprint’s creative services What Goprint can do for you
 The team has a diverse range of talents,  Develop creative solutions from scratch. We
skills and backgrounds, offering considerable can provide a solution for any communication
qualifications and industry experience. challenge. Resolving the problem yourself
 Goprint’s creative services team specialises in means you miss out on utilising the creativity
designing communication material consistent of the designer.
with Queensland Government’s corporate  Refine existing communication material to
identity. achieve the best results for your organisation.
 We also have extensive experience in  Work within the guidelines of your existing
designing material for non-profit organisations corporate style.
and government owned corporations.  Work in partnership with you to develop an
 We design: effective visual solution.
 Corporate identities.  Ensure your message is not only seen – it’s
 Annual reports. noticed and remembered.
 Corporate presentations.  Goprint can project manage your
communication material from concept
 Newsletters.
through to completion.
 Signage.
 Billboards.
 Posters.
 Catalogues.
 Packaging.
 Stationery.
 Illustrations.
 Corporate publications.
 Booklets.
 Brochures.
 Manuals.
 Direct mail packages.
 Multimedia presentations.
 Websites.
Visit www.goprint.qld.gov.au and follow the
links to creative to see some of our portfolio
samples.

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Need more help?
If you have any questions or need advice,
please contact:

Debbie Grant
Creative Coordinator
Telephone (07) 3246 3385
Email debbie.grant@goprint.qld.gov.au

Debbie is available to answer any of your

queries and provide assistance where needed.
She is available in person or via email or
telephone.

Goprint would like to thank the Australian

Graphic Design Association for allowing us
to use some of their material in developing
this guide.

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