1. Project Goal(s )
A. What is the goal of this project?
2. The Audience
A. Identify and describe the primary audience.
B. Are there other audiences and in what order of importance are they?
C. What languages and/or terminology speaks clearly to these audiences?
3. The Message
A. What is the message you are trying to send to the audience?
B. If you could get one sentence through all the clutter, what would that be?
C. What are the advantages of the product or service?
D. List the benefits to the consumer of the product or service:
A. State the main idea you are trying to communicate (objective)?
B. How can you effectively communicate your objective (strategy)?
C. Is your strategy conceptual or compositional?
D. What choices of design elements, principals and typography support your strategy?
5. The Medium
A. What are some ways to reach this audience?
B. How will this piece be delivered to the audience?
C. Imagine how they would interact with this piece?
6. The Deadline
A. When must the message get to the audience for maximum effect?
B. When must the finished design be delivered?
A. What is the budget for this project?
B. Has this budget been approved? By Whom?
C. What quantities do you need to produce?
8. The Responsible Parties
A. Who needs to be involved in the process?
B. Who needs to sign off on final execution?