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Asking the Right Questions: Design Look and Feel

Asking the Right Questions Design Look and Feel

When working with new clients, we can spend a little extra time asking the right questions to learn more about the brand’s look and feel. At our agency, Brave Factor, we create completely custom design, which means spending more time in research and design discovery.

If you offer custom design too, you will want to try to understand the company you are working with. Take time to learn about their vision, core values, and purpose. What makes them different from others in the industry? What is their unique value proposition?

Our Complete Design Look and Feel Questionnaire:

  • What words do others describe your brand as?
  • What are your company’s core values?
  • Who is your target audience (in general terms) and what are they hoping to accomplish?
  • Who are your competitors? (Tip: Look at their branding, what words they use, their styles, and the complexity of their offerings. Identify your client’s key competitors and find ways to help your client stand out against the crowd by looking at their visual branding, messaging, navigation depth, and calls to action.)
  • What words connect your target audience to each other and your brand? For example, are they all health-conscious? All love the latest technology?
  • If you brand was a person, how would you describe their tone of voice?
  • After interacting with your brand, how do hope people feel? What kind of lasting impression do you want to leave?
  • What keywords would you use to describe the look and feel of your desired website?
  • What are your favorite websites (and why)?
  • Are there any brand requirements? (Like logo requirements, color restrictions, etc.)

We like to ask these questions, either through email, a form, or a call, to learn more about the brand we are working with. We’ll have them list at least ten adjectives, then select the top one or two words that resonate most closely with their brand. Combining these questions with your understanding of their brand’s style, values, target audience, and competitors will give you a complete scope of the brand’s personality.

Readjust this process to what is helpful for you and your team. The goal is to ask the right questions to help you create a better foundation for the project. At the end of the day, we just want happy clients and successful products.


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