12 questions to start a design process

In my design world, everything is objective at the beginning... 

When a client tells me what he/she wants usually we end up creating something that is totally different from what she/he said. Therefore, during the design process, the first step is the most critical and time consuming. It is when you are transforming the conversation into a concept for the projects. And during this concept/idea process, a professional designer should already know if the clients are really giving the true ideas about his/her company. And for some clients, you are able to talk to them and get the real answer, but sometimes it is a challenging task. For me, I usually put something real quick together based on our first conversation which can be a quick sketch or even from other old projects. Once the client have the "visual", then it is much easier to open up more conversation and dig deeper about his/her design needs.

Here are some questions that I would ask my clients:

1. What sets you apart from your competitor and who is your competitor?

This is a question for both new and existing company. Your competitors 5 years ago may not be your competitor now and what set you apart 5 years ago could be different from now as well. So when you start a marketing/promotional pieces, you need to look at your company again in order to create a piece that truly speaks for you and your company.

2. How would you describe your services/product?

Again, this is for both new and existing company. Are you providing the same services as you did when you started your company? Did you change it? If so, why? Is it because you have different kind of customer? Or is it because you change your products and anything else? 

3. What "personality" do you want to reflect in the project? (For example, direct, bold, witty, forward thinking, trendy, traditional)

This determine the "style" of your project.

 

4. What message would you like to communicate?

I always find this tricky for any design projects. It is because what you want to communicate sometimes may not be the same message that your audience received. Therefore, work with your designer very closely on this one especially with the question #3, the "personality" (style). If you got it right on these, then your audience will definitely get what you are selling/providing.

5. Who is your target audiences? (Age group, Gender, Nationality)

6. How are you going to market/advertising your company?

7. Where is your target market?

This is very important especially with our technology. You can easily advertise your service/product on the web or blog and have it be viewed around the world. However, are those oversee people your target audiences/customers? If yes, great! But if not, then you need to set your target area.

8. Do you have any specific imagery in mind that you want to use?

9. Do you have any color preferences? And any color that you don't want to use and why? 

10. Do you have a tag line? If so, would you like it stated with your logo?

11. Where will your logo/projects be used? For example: print, web… 

It determines the color usages, visual effect such as using icons, imagery, or typography. 

12. Which logos/marketing materials appeal to you and why?

This is a great reference for your designer. Design can be very objective sometimes. So if you can give your designer some reference it will save lots of time and money on both sides.