The brief is the starting point for a new design. The client's objectives must be clearly understood, so it is important to take notes at the briefing meeting and to obtain the client's confirmation of these objectives, preferably in writing.

It is more than likely that the client will have a preconceived idea for the design of the publication. "I know what I like" is a commonplace attitude, although often what the client really means is "I like what I know".

You may be shown a competitor's brochure, website or even a rough layout that the client has produced. It is quite possible that your design, in fulfilling the client's communication objectives, will be different from that preconceived idea. It is, therefore, paramount to talk through your visual approach before you show the client a mock-up of the proposed design. Nothing is guaranteed to upset a client more than being presented with a design that is radically different from the one he or she was expecting.

Avoid self-indulgence

Before you create a new layout it is essential to remember one very important point - the design is not an end in itself, it is the means by which the client's message is communicated. The aspiring designer may use an inappropriate format or typeface or commission a photographer whose style is at odds with the subject matter just because he or she happens to like the style or has a burning desire to use a new face in the type catalogue. Self-indulgence is the greatest threat to effective design.

Jeans at a funeral (Understanding your audience)

The design style will depend on the audience for the publication, and an inappropriate style can result in a publication that does not achieve the client's communication objectives.

The mis-match of the following adjectives to clients makes the point. More appropriate ones are shown in brackets:

Particular styles are created by a combination of the right typefaces, type sizes, leading, column widths and colours and tints-even tints of black if colour is not available. The choice of photographer and illustrator will also greatly influence the layout's eventual style.

Although it is dangerous to make hard and fast rules, some generalizations are possible - for example: