GRAPHICDESIGN Research ing a

Prob l em

HOW TOIDENTIFY THE PROBLEM ...

ClientTe l l s You

Your ownResearch

THEBRIEF

THE 4 W’SCreative Brief & Design Brief

WHO?

WHAT?

WHEN?

WHERE?

WHY?

AUDIANCE

JOHN

BLUE COLLAR WORKER 9 -5

WORKS 40 HRS

MIDDLE CLASS

MASCULIN, LIKES KEEPING ACTIVE, ENJOYS WATCHING AND PLAYING FOOTBALL

ENJOYS WEEKEND FREE TIME WITH FRIENDS & FAMILY

FATHER OF 2 GIRLS

CREATE A PROFILE, & MAKE IT PERSONAL

RESEARCH ONLINE & OFFLINE

Observational Resaerch & Focus Groups

FRAMINGMASLOW’S HEIARCHY OF NEEDS

What are we appealing to?

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USP UNIVERSAL SELLING PROPOSITION

THE SELLING POINT

LAUNDRY DETERGENT

BRAND 1StrongerEliminates Stains

BRAND 2SmellsGood

BRAND 3Enviormentally Friendly

1 Product • 3 BrandsWhat Makes Them Diffrent?

VISUALIZING & SORTING THE RESEARCH

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CONCEPTING & MAKING THE TOUGH DECISIONS.

MOOD BOARDS

Research • Collect • Absorb

Catagorize • Visualize • Edit

Rest • Incubation • Let it soak!

Review • Analyze • Ideas will start to bubble/boil

Concept

RESEARCH PROCESS SUMMERIZED ...

ASSIGNMENTChoose campaign , deconstruct, analyze & write their creative brief.

ANSWERING THE FOLLOWING :

Who ? Name the client give background info. their history, competitors, price range, what they sell or offer...etc.

What? What makes their product or service unique? What was the USP for your choosen campaign?

When? When did the campaign run? Did this make a diffrence in success of the campaign?

Where did the campaign run? What media did they use? Why do you think they ran the campaign through choosen media.

Why are they advertising? What was the problem tha they were trying to solve?

Their audiance? Give a specific/ personal profile. Age, occupation, hobbies, gender...etc.

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