Guiding Questions

Use these guiding questions to plan any communication or creative project.

Pantone color swatches fanned out on a desk

Goals

  1. What are the main goals for this project?


  2. What outcomes does the project aims to achieve?

Look and Feel

If you are unsure where to start, consider looking for inspiration on Pinterest, Behance, Fonts in Use, or Google.

  1. Are there any images, fonts or symbols that would fit this project?


  2. Can you provide examples of things you like for this project?


  3. Which of these word pairs might describe this project?

    • Serious or Engaging

    • Professional or Casual

    • Minimalist or Maximalist

    • Clean or Colorful

    • Vintage or Modern

    • Streamlined or Dynamic

Audience

  1. Who is the audience for this project?
    (students, faculty, staff, other)


  2. Are there any special considerations for this audience?
    (example: things to include or avoid; potential areas of sensitivity)


  3. How do you want your audience to feel when they interact with this project?
    (example: inspired, motivated, challenged, reassured, safe, protected, welcomed, secure)


  4. What actions do you want your audience to take?
    (example: sign up for a service, perform a task, learn about a service)

Copy

“Copy” refers to final, approved, and complete text and elements for a project. Creative projects start after final copy is provided.

  1. Has your copy been approved by everyone who needs to be consulted or have input on the project?


  2. Does the copy include the following?

    • headline (title)

    • subheadlines (major sections)

    • body text (if applicable)

    • call to action (what you want your audience to do)

    • pathways to more information (example: hyperlinks or a QR code)

Deliverables

“Deliverables” refers to the end product(s) you expect to receive.

  1. What deliverables are requested for this project? (See our Services for a list.)


  2. If this project requires printing or manufacture, how many of each deliverable do you need? (example: 50 flyers, 200 brochures)

Deadlines

  1. When do you need to review a final draft?


  2. If this project requires printing or manufacture, when do you need to receive completed items?