Blog Post #5: Creative Briefs

I chose to review a brief created by Valentine Coget for Quaker.

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I was drawn to this brief as this is the format I choose to use whenever I have created briefs in the past. I really like the color choices. I like that the blue chosen was not the same as the dark blue in the logo, but rather a lighter color. This allows the viewer to understand that the product is by Quaker but is something new. I also like the differing colors per section (switching on and off from dark gray to the light blue) helps create more cohesion and separation between each section. I also appreciate how the white font color is mostly used as the body copy, except for in the “Guidelines” sections. Again with the colors, I like that the icon is a different color from the title. I think sectioning off each specific topic with clean lines with an asymmetrical layout helps the reader's eyes flow through the sections very clearly. The icons and larger font give the readers a clear idea on what each section will be about and what information they will learn. It allows the readers to come back to the brief to see the information they need later on in the creative process. I also like that the brief is very short and sweet, it contains enough information where the reader knows the vision of the author, but not enough where it is overwhelming. 

I will be analyzing this brief further based on how my eyes travel through this brief. 

Logo & Product Idea: The logo is the main piece of this section which I think is a good idea because it immediately tells the reader what the brief will be about. The title of the product is the next thing my eyes flow to, again allowing me to immediately understand the product being created. I also like that the tagline is present in the brief, because it immediately gives me a better idea on what the purpose of this product is. 

The Problem: This section is very brief but gives the readers a good idea on why “Quaker Oatmeal” is a good product idea for the brand and how it will increase sales. 

The Facts: These facts provide more insight on why this product is necessary and how it will be beneficial for both the company and consumers. For example, the statistics on lack of energy and frequent fatigue provide better insight on why consumers may need breakfast or a more substantial meal to start their day. I also think the section stating “93% of Americans think that breakfast is important but 56% skip breakfast everyday” is very powerful and overall beneficial for the campaign. It emphasizes the importance of this product being quick and easy, based on the knowledge of consumers with their actions. 

The Big Picture: I think this section is lacking. It provides a picture of the consumer but not necessarily what the product has to do with it. Yes the phrase “lacking energy” is used, however how will the product assist with this? How will Quaker assist with the lack of energy? I think providing a brief statement on this in the “Big Picture” section would provide better insight for the reader on how the product will assist with the problem. 

The Objective: Again, this is very short and sweet. It is enough information to explain to the reader what the goal of the product is without providing too much information. 

Benefits: I really like that this section focuses on the product being created with examples. Explaining how eating breakfast can provide benefits for someone has the persuasive power to change someone’s behavior pattern. 

The Guideline: I really like how the guideline is further sectioned. The title provides a brief description on what information the section entails and the sub-headings let the reader know what each of the guidelines are. For example, the challenge section lets the readers immediately know this piece of information will provide a challenge this product may face when it hits the shelves. I really like how this section is focused on the target audience, but also believe this should have been another section to be easier viewed for when this product is created. 

Overall, I think this brief is done well. And, while I am no professional I believe it communicates all the right things. I do wish, however, that a budget section would have been included. While a budget is not necessarily relevant to external viewers, the internal viewers would have benefited greatly because they would have a better understanding of how much money they would be able to use prior to starting the creation of the product design.