Please enable JavaScript.
Coggle requires JavaScript to display documents.
Client Brief vs. Customer Needs, the balance in both, Brief - Coggle…
Client Brief vs. Customer Needs
Client Brief
Document
product details
functions
benefits
characteristics
business objectives
sales
marketing goals
visual style
aesthetics
brand image
target audience
Customer Needs
simplicity
aesthetics
functionality
experience
Types of Needs
Primary
Essential for survival
Food
Water
Secondary
are psychological and arise from our experiences
like the need for respect or belonging
Maslow’s Hierarchy of Needs
safety needs
physiological needs
social needs
esteem needs
self-actualization
if the needs of the consumer are not considered
the packaging fails
inappropriate materials
no concept
complex design
the balance in both
effective communication
market research
user centered design
user testing
Brief
Open Brief
creative freedom
create a visual identity from scratch
Close Brief
creative freedom restricted by already established parameters
central details and expectations of a design project for a brand