Pre-Design Questionnaire:

Before we start a design project, please fill out this questionnaire and collect printed samples of:

1. Your competition’s (or related business’) graphics, advertising, brochures.
What colors, typefaces, illustrations, and selling points are they using?

2. Graphic design styles are you drawn to.
Cut samples out of magazines, brochures, newspapers, showing graphics you like for their color, style, creativity, etc .

Your Product/Service description:

What is your business?
What about it is different, unusual, or unique? Is there a clear market niche?
Is there currently a summary statement of your business mission?

What words or descriptive phrases accurately describe
the product/service and business?

In the process of developing design that communicates effectively, it is useful to list descriptive words and phrases that can both help the designer to fully understand the business, product/service, and be used as an assessment of the design’s effectiveness.
List words that describe the essence of the business -- the experience that people will have, the benefits they will leave with.
These descriptive words will be used to choose the appropriate typeface, color use, images, and design to most effectively communicate your message to your target audience.

Target Audience:

Who are the readers/viewers/customers?
What is their age range, social/economic status, geographic concentration, conservative/liberal, upscale, etc.
What will motivate them to take action and buy or use your product/service?
Are they already knowledgeable about the product or service?


What similar product/services are available? How do they promote themselves? What logo do they use?
What corporate colors do they use? What market niche are they targeting?
How are you different/better?
What are their shortcomings and strengths?

Preconceived Notions, Colors, Symbols:

Often clients have spent time musing over the design issue.
Write your thoughts with regard to appropriate colors, symbols, etc.

Things to Avoid:

Are there any clichés, symbols or colors to avoid in this design?

Single Most Important Point:

Most graphic communications leave only one overall impression.
If you could choose only one thing the viewer would remember, what would it be?