10 Things Your Designer Needs To Know - Attribute Design
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10 Things Your Designer Needs To Know

10 things your designer needs to know to provide accurate costs and time scales.

When looking for a designer or agency to complete your latest project, a large volume of information will need to be exchanged. By having this information prepared, you give your designer the best opportunity to provide accurate costs and time scales, as well as a full understanding of your needs and targets. Of course, a good design agency will know what to ask to help extract the necessary information, but having the certain answers prepared will help speed up the process.

As an agency, we have a series of questions that help us get a grip of your business, your goals and your values. This helps us design pieces that work around your brand and give you the optimum chance of success with your project. Let’s take a look at 10 that you should expect to answer on initial consultation.

What is your primary business?

Of course, we will do our research beforehand. Considering any digital or print materials you already possess to gauge your business. However, it is always useful to have the client explain who they are, what they offer and why, after all no one knows your business better than you. We can use this to match our perceptions or target potential bottle necks in the process.

Which project requires our assistance?

Sometimes clients approach us with a specific material in mind, other times we need to assess the bigger picture. This is your chance to go into detail with what you have planned. Maybe you’re planning an event and need help with the marketing, or perhaps you’ve just set up and need business cards to get you on your way. By letting us know what you’re after we can evaluate any potential touchpoints on your user journey and address them appropriately.

What targets have you set this project?

If it’s a fresh project we can play percentages to get results. If this is a redesign of a previous project, are you able to supply the previous creative and results. By evaluating what was previously designed and how it performed, we can discover what worked and what didn’t and use these parameters to guide the new creative.

Who is your target audience?

Who are you trying to reach with your media? There are several variations to this. Knowing your target demographic being the first. This can be evaluated through market research if you’re not already aware which leads to the second; are they current or previous customers? By studying this data, we can target our messages and creative towards your audience.

Who is your point of contact?

From a designer’s perspective, it’s always best to have one single communication point within your business. No designer enjoys designing by committee. This contact should have the authority to handle approval of all design and creative work. By providing one point of contact the project will run smoother, whilst we of course expect said person to confer with the appropriate colleagues.

What motivated this project?

This may well touch on points covered previously, however the re-wording of this question can often drive a more detailed answer to question three. Maybe a competitor has launched a new product, you’re offering a new service or simply looking to increase cash flow.

How will you measure the success of this project?

From our point of view, this comes down to managing your expectations. If you’re expecting to convert one hundred of two hundred emails into sales, you’re living in dream world. Knowing this allows us to be realistic about what can be achieved and how we can alter the campaign to best provide the results you expect.

When is your deadline?

Potentially one of the most important questions we can ask. Knowing when and why you’ve set a specific deadline can help us provide accurate quotations and set achievable creatives. Designers are deadline driven, especially at Attribute, and realistic timescales mean you’re more likely to land your preferred agency. There’s nothing worse than over-promising and under-delivering. The scope and parameters must allow enough time to generate the required content and drive the expected results.

What is your budget?

This is often a tough one to answer as ultimately, you’re looking for the best possible price. We understand why you keep your cards close to your chest. There are bad eggs in every industry, but we’re not looking to squeeze you for every penny. Understanding your budget means we can provide the optimal package for your buck. By knowing what budget you have to play with, we can tailor your creatives to drive the best results, often coming in under your ceiling figure. Ultimately, more money will buy nicer materials and drive better results, giving your designer free reign may mean you end up being priced out when more affordable options are available.

Whilst we may ask additional questions to better gauge your project, the above will provide us with a good base to build a brief and quote on your upcoming project. To book your free one hour consultation, simply click here. We look forward to working with you soon.

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Lisa-Marie Wynne