Saturday, 19 October 2013


1 State minimizely, the name of the client and the name of the project. Also, provide a short summary of  
   the brief.

2 Keep your writing to the point 

3 Explaining the overall concept of your design 
    * What is it, who is it for (audience) 
    * In what context will it be used? 
    * Then go into details, giving reasons for the design decisions that you’ve made.

4 Remember – it’s a rationale (requiring the reasons or logic behind your decisions), not a description.
    *  explain why you’ve done it, referring 
        > Creative brief
        > The audience
        > Research
        > The information that is to be communicated.

5 Make sure every choice you’ve made should be relevant to the brief. 
    * What effect does the colour/font/technique have? 
    * What does it communicate?

By : Carol Aitken MPub CGD, Co-Coordinator IDEA Program, Capilano University, North Vancouver

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