It is always a good idea to take visual aids to a design briefing. They can help the client to choose what they want in relation to other designs and also help communication between the parties by introducing a visual level. One reference book that was designed solely for the purpose of improving communication during the briefing is “Graphic Design Speak: A Visual Dictionary for Clients and Designers” – by Anistatia Miller, Jared Brown.
“What does a client or art director really mean when they say “I want a clean look” or “The design should be bold”? Graphic Design Speak offers the answers in an easy-to-follow format that both clients and designers can use as points of reference in design briefs or strategy meetings. This book is an essential tool for any designer seeking to gain a better knowledge of the wants and needs of their clients. “
- Amazon Editorial Review
Other visual references that are extremely useful in this situation are the client’s competitor’s logo and marketing material, the designer’s portfolio, and colour and paper swatches. All of this material helps to communicate what the client wants and as equally important – what they definitely don’t want.
