Type written creative rationale - posted to your course website as a pulldown linke "Creative rationale" under "Marketing Campaign"
- At the top of the page, type "Brand marketing campaing for "your product's ame and positioning line"
- Keep your writing to the point – one page maximum.
- Start by explaining the overall concept of your design – what is it, who is it for (audience) and in what context will it be used?
Then go into details, giving reasons for the design decisions that you’ve made.
- Remember – it’s a rationale (requiring the reasons or logic behind your decisions), not a description.
Don’t just say what you’ve done – explain why you’ve done it, referring back to the creative brief, the audience, your research, and the information that is to be communicated.
- Don’t admit to arbitrary decision-making or say that you used a particular colour/font/technique just because you like it.
Every choice you’ve made should be relevant to the brief. What effect does the colour/font/technique have?
What does it communicate? If it’s not relevant, don’t mention it.
- Don’t pass judgment on your own work, whether positive or negative. It’s necessary to say why and how it satisfies the brief, but nobody wants to read: “this solution is amazing” (we’ll make up our own minds, thanks)
- Aim for clarity and readability in the design and typography. Use headings (and sub-headings if necessary) and split your writing into paragraphs.
- Grammar and spell check before you post your creative rationale.