Working in a creative environment can be challenging at times. Us creative folks are trusted with creating the best possible solutions to-often-difficult problems. A very difficult problem will require a sincere and deep investigation into the industry in question in order to study what competitors have created, or what opportunities they have missed. Without any research, the design will miss its mark and will fail its mission. The same story repeats whether designing a logo, collateral or a website. In order to create a great design, the right questions must be asked in. Some of the questions I find myself asking clients the most include the following.
1. What’s your objective?
This may be the most important question because you are addressing the problem straight on. This will be the solution you are trying to solve. The answer to this question must always be in mind throughout the creative process.
2. What are you expecting?
This question allows you to gauge the customer’s expectations and will give you a first step in understanding their train of thought. You will not only hear about what type of design they expect to see, but what type of service they expect from you. You will be able to set up deadlines for each step of the creative process through this question.
3. What are your competitors doing?
No one will understand the competition better than your client. Chances are that they have already spent hours upon hours on the competitor’s websites trying to find a competitive edge. It is rare that you will come across a client who is oblivious to the competition but it happens. In this case, it is up to you-the designer-to help your client understand the competition and understand trends in the industry in order to have a successful design emerge that can not only compete, but leave the competitors behind.
4. Do your competitors have a website or collateral material?
You will need to gather as much information as possible. It is likely that your client has a collection of websites and print material that they have collected. Use this as a stepping stone for your research and get a head start. Remember to ask them what they like about each example and what-if any-opportunities the competition might have missed. This will enable you to design a strategy that suits the market well and goes beyond the competitors in filling in the gaps that the rest of the market may have missed.
5. How do you differ from your competitors to stand out, and where do you see yourself in 10/20 years?
Find out what makes this company unique and what would compel their customers to choose them. This will allow you to create a highly targeted design that will attract only viewers most likely to become customers.
This question will also allow you and your client to analyze their weaknesses and will allow your client to find room to grow. The prospect of future growth is very important depending on the type of design. If it is a logo with a lifespan of 10+ years, you must consider where the company will be then, in order to provide a design that will grow with them. If it is a simple marketing piece with a lifespan of 2-3 months, then designing based on their current branding principals is best.
6. What are you not expecting?
This question will allow you to visualize the “anti-design” and why it wont work. By understanding what not to do, you will have a direction in which to head. That is, do the opposite of the “anti-design.” This question will also come in handy if you are ever stuck with a serious case of design-block. If you can’t think of a solution, then begin designing the opposite. You will find it will open up a few creative doors.
Great design begins before you pick up the mouse. It begins in the mind when you begin to visualize your objective. In order to come up with the best design plan, be sure you are asked the right questions. If your designer does not ask them, he/she will be working blindly, and you can expect to need a redesign in the near future, wasting valuable time and money. Get it designed right the first time around. Check out our San Diego web design page for more information on Design for the Internet, or call us at 1-866-937-1717.
