From the course: Running a Design Business: Creative Briefs

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Evaluating design based on a creative brief

Evaluating design based on a creative brief

From the course: Running a Design Business: Creative Briefs

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Evaluating design based on a creative brief

Design involves a deliberate arrangement of elements, like shape, color, typography, et cetera. In a way that appeals to the senses and, or emotions. It's an expression of taste, which is essentially a preference. Taste is personal but also subject to social pressures. A particular group declare something as good or bad. And if a person is part of that group, they tend to agree with the group opinion. Why this all matters is that, at its heart, design is about encoding and decoding messages to move a particular group or target audience to do, think, or feel something. Design means translating ideas from client speak into target audience speak, or translating client goals into visual imagery. Designers essentially are translating information from one format to another. Therefore designers must understand the taste of the target audience and leverage design aesthetics to mirror those preferences. It's about connecting to the audience. A creative brief helps unpackage those preferences…

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