5 Important Questions Account Servicing should ask

5 Important Questions 

Account Servicing should ask

Graphic designers are creative in different ways, with images, with colours, with layouts. Whether it's a screaming poster, a slick brochure or the right logo, they have a way to spin information we feed them into something that wows, into something that sells. And every advertising person knows how important good art is to sell.

But while they are good at what they do, they have certain limits. They cannot create something out of nothing, or a lot out of too little. They need to know why they're doing it, what the client wants and what they want it to achieve and who it is for in the end. So before you push that project onto their table or desktop, there are 5 questions you'll want your client to answer.

1. What is the product?

This is the primary question. You need to know what you're supposed to be marketing. Is it F&B? Is it electronics? Is it a physical product or service? Is it a product rebranding or a completely new product? Your client needs to be as specific as possible. It is always necessary to know this exactly now rather than later for the client to discover that you didn't get it in the first place.

2. What is the message?

Art is communicative. It is supposed to get a reaction. Therefore, you'll want to know what you're communicating. Is the product commemorative of a company's history? Is it supposed to burst into the market as a fresh new face or to stay on top of the industry where it already is? Get the client to give you an indication whether they prefer a text-based output or one that is image driven. Get them to tell you how they're going to make their product sell, and how your design is going to help them do it.

3. What are their specifications?

Clients that have established brands and products often have certain specifications for your design. It could be a company culture that affects design choices, or a visual identity guide. It could be a colour scheme, logo placement or tagline. Getting this information helps the designers avoid certain pitfalls and traps that could delay or frustrate the client.

4. Who is the competition?

It is always important to look at other players in the industry to gain competitive advantage. Find out who is their biggest competitors, and do your research. What are their strength and what does your client have that they don't. What is the "look" of their brand and how can our design stand out against theirs. Never look like a cheap copy of your competitors but create a positive differentiation instead. All designers will appreciate you for getting this info to them along with the brief.

5. When is the launch date?

There will always be a deadline attached to all work but your client may not know precisely how much time you need to deliver what they want. Negotiate if necessary but once a date is committed, don't compromise. A firm date helps you work backwards and calculate a work flow chart necessary to pull off the job. Be mindful of the client's dates and be concerned with them and it will create a working relationship that favours both client and agency.