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  • 2 days ago
The Importance of Research in Design Projects, #011

https://thetranscendent.org/fundamentals-of-brand-design


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Category

📚
Learning
Transcript
00:00The importance of research in design projects.
00:03The first impulse when starting a project, like most designers, is to put the pencil to the page.
00:10In that initial meeting with a client, you can find yourself solving a problem in your head.
00:15This would be fine if there were no real issues to manage and you only cared about the form and style.
00:22However, to do the right job, you need to buckle down and conduct thorough research.
00:27As we've already discussed, you need to understand the current brand strategy, competition, audience, goals, strengths, and weaknesses.
00:37The best way to gather this information is to sit down and talk with people.
00:42If the client is a small company or sole proprietor, you can speak with the owner.
00:47If there are more employees, you can make appointments to meet with as many as possible.
00:52You should know what the CEO thinks and you should hear from the person who delivers the pizzas.
00:58The information is broader and more realistic with more input.
01:02Plus, you might get some free pizza.
01:05Talking to the pizza delivery person may not provide the information.
01:09You need to determine a brand strategy and course of action.
01:13But it will help you and the client understand how well the employees grasp the brand.
01:18If everyone at a company is aware of the values and goals, we are doing great.
01:24But if everyone has different ideas, the message internally and to the outside world can be almost anything.
01:31You should learn about the client's competition.
01:34The person you are interviewing may be able to name their closest competitors.
01:38But it will take more research on its parts to learn about the next level of competition.
01:43Every organization has unexpected competitors.
01:46You can do this research online, in a library, or in person.
01:51For instance, there was an admissions project for a university.
01:56One of the designers began the application process for several other colleges.
02:00This gave us great insight into the competition's communications and responses.
02:05They even once worked as a salesperson for a day at a major department store
02:10to better understand their customer service philosophy.
02:14Identifying the correct audience is critical.
02:17Targeted marketing with clear messages can only happen when you know who you are trying to reach.
02:23Otherwise, you're telling the story so broadly that nobody cares.
02:28That's call spray and spray.
02:30You can determine who the current audience is by talking with your direct contact for the client,
02:36salespeople, communications department, and marketing team.
02:40Identify a few customers to hear their point of view.
02:44Typically, the CEO will be the best source to determine who the audience should be in the future.
02:51Another useful tool is online analytics for a website or Facebook page.
02:56Values, goals, and promises are the territory of the owner or CEO.
03:02The information is at the core.
03:04There are many instances where the designer says,
03:07my client isn't sophisticated.
03:10They should educate them, or an employee will insist the direction is wrong.
03:15But in the end, if the CEO decides the company is about sustainable practices,
03:20innovation, creativity, and risk-taking, then that's the right direction.
03:25It's his or her company.
03:27It's our job as designers to make that vision tangible.
03:30A good practice is to identify a client's strengths and weaknesses.
03:36Often, they may be too close to the issue to clearly identify all the strengths and weaknesses.
03:42They may recognize that the product is good,
03:44but be unable to see that the customer base is disappearing.
03:49Or they might acknowledge something positive,
03:51such as the ability to attract the best talent because of forward-thinking and human-centered policies.
03:57The point here is not to open the dialogue for a complaint fest.
04:02And people love to complain.
04:05Steer the conversation to productive ideas rather than individuals.
04:09Something like,
04:10XYZ won't clean, his food out of the refrigerator isn't particularly relevant.
04:16You're looking at the areas that are working and those that can be improved.
04:21It's important not to shortchange yourself in this phase.
04:24It's your time and expertise that is gathering a wealth of information that the client doesn't have.
04:31It's a hard job and it takes time and intelligence.
04:35Make sure you have a phase and budget in your contract specifically for research.
04:40This valuable information can have an enormous impact or prevent a disaster a few miles ahead.
04:46Without this step, jumping into the visual design of a branding project is like a doctor operating without asking a patient any questions.