Any project needs goals. Whether it’s a website, a brand refresh, new brochure or marketing piece, the project should be clearly defined. This seems obvious, but not taking this task to heart is the number one reason why a project fails to meet its goals. A Creative Brief is a document that outlines the project tasks, the project objectives, marketing and customer insights, and all of the nitty gritty details that lead to a well-polished final product. Yogi Berra said it best, “If you don’t know where you are going, you might wind up someplace else.”
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So your company is looking to rework the brand, create a brochure, website or ad. You’ve spent hours searching for the right designer, and you’ve got a good idea of the look you want. The quotes are approved and your team is on board. But wait! What about the copy? After all, what that well-designed brochure says is at least as important, if not more, than what it looks like.
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When Apple introduced the mouse back in the early 80s, it revolutionized the way we interact with the computer. Using a GUI (Graphical User Interface), the first Macintosh set the standard for computer operating systems. While sleeker design and better technology have continued to improve this point-and-click method since the early days, the fundamental concept remains the same.
However, the advent of new interactive technology will change this. Technology that will allow you to more naturally interact with computers, presentations and software using your built-in mouse – your hand. It sounds sci-fi, but it’s already a reality, and may work its way into every piece of technology in the very near future, replacing the mouse forever.
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Needless to say, there’s a definite emphasis on product design these days. Masters of product design, like Apple’s Steve Jobs, put a premium on the presentation of the product. This not only makes the product more usable and attractive, but also has residual benefits. Product loyalty and longevity are increased when the consumer feels emotionally tied to the product.
Read the full study results here.
From time to time, I get asked about tips on formatting letters, business documents, templated corporate and sales copy…any medium in which the presentation of text is paramount. Giving a bit of extra attention to the visual format and ensuring the text reads smoothly can pay dividends in the communication value of your document.
Here are a few tips on creating great looking documents:
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