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Design Synopsis Worksheet

Ken Gallie |

I would encourage you to answer these questions as accurately and completely as possible. As with all designers time is money, and the clearer picture you can provide as to the direction in writing early on to the designer the better results you will be able to achieve. I have seen too many projects go in circles for months with poor focus, and repetitive changes. Unfortunately this adds costs to the project and usually frustration for both the client and Designer. This is not a complete list, and feel free to add to it depending on the project. Do not be afraid to bring samples of products you like and dislike to your designer. They are looking for direction and some of this direction can be directing you away from areas that are not working. I would answer these questions below first before you go looking for a designer, it will be a great help in keeping everything on track and on budget.

Choosing a designer:
My recommendation is to interview a number of designers, find one that has the style and understands your product. If they have done a number of products in your industry that is a definite plus, but do not be afraid to deal with someone whom you feel connected to. Design is an organic process so relationship and understanding helps in getting the right look for your product. Remember some designers specialize so ask the questions on whether they are experienced or are comfortable designing for your project. Finally with your completed Design synopsis in hand, ask for a an estimate. Remember to ask them to build in a few revisions , and the hourly rate for additional revisions and colour proofs. Also ask them their policies and billing procedures. If you are prepared and organized with your designer and minimize multiple changes then designing a new project will be a enjoyable experience.

Design synopsis:
1) Project:
2) Target market:
3) Product:
4) Final retail cost:
5) What emotions would you like your product to convey.
6) What colours would you like your product to have on it.
7) What has your market research determined will be the key buying motivators to for your product.
8) What is the demographics of the purchaser:
9) How will it be packaged:
10) Do you have samples of your major competitors for review?
11) For you what works for your competitors?
12) What doesn’t work for your competitors?

• What will be your launch date:
• Who will be the Final decision maker on design and concept and copy:
• When do you need the 1st concept completed by:
• Concept finalized by:
• Final copy approved by:
• Final Proof, signed ready for printer:
• Who will be you printer and what are there requirements.
• When do you need the Finished art files ( Target Date)
• Drop dead date for Production:
• How would you like the proofs, PDFs or Colour print out.

Hope fully this will give you a primer to help you navigate the design stage of launching your product. Feel free to use this, and if you have any additions you would like to pass on we will be glad to incorporate it into our document.


Ken Gallie