Advice frequently given, often ignored: "Build on firm foundations"; "Rubbish in rubbish out"; "Don't try to run be-fore you can walk" - it all comes down to planning.

I remember as a kid getting a box of paints for Christmas and immediately setting to to paint a picture. I was disappointed at the result, especially when I was so good at painting by numbers. But then again, while the result of painting by numbers was a bit predictable, it came down to the preparation. Another example of a little more time spent at the be-ginning being re-warded at the end.

So why do you expect magic designs when you don't spend time planning and making a proper effort at briefing? No wonder you get sore thumbs!

Before rushing into design you must have a clear vision of what you wish to accomplish, be able to set achievable time scales and have realistic budgets.

So you've got to write a brief, that's not so difficult is it? Time spent now will pay back tenfold later, the clarity you bring to the brief will result in quicker, more accurate creative response and that means it will cost less. Maybe preparing a brief is new to you and you are unsure of what is required? It is really a matter of common sense and keeping it simple - the main points to bear in mind are:

Background: Short history, past events, lessons learnt, trends or new market development.

Aims: Your vision, what you wish to accomplish, the key driving idea.

Objectives: Keep them focused and clear, % increase in sales/performance, awareness/recall, above all make them realistic and achievable.

Target: Who are you appealing to? Sex/age, demo-graphic, customer profile, mind set, shopping pattern.

Requirement: What do you want? Identify --point of sale, advertisement, brochure, leaflet. Specify - give sizes, colours, print method etc.

Creative direction: What's the approach? Modern, trendy, youthful, traditional, classic, busy, lots of stand out, memorable, colourful, relaxed, laid back etc.

Timescales: Be realistic, take advice. If time is too short design may be compromised and the end result not up to expectations.

Budgets: Be honest - that way everyone knows where they stand and there are no sudden surprises.

It helps to verbally run through the brief with the creative team but it must be in writing to avoid any misunderstandings. Clearly, once you have a brief you have a lot of control, you can measure the crea-tive response against your objectives, you know when and what to expect and how much it will cost.

Managing creative performance is easy, if you take the time to put it down in writing. It does not stifle creativity it makes it more manageable; and remember what the camel gelder said when asked if it hurt? ... "No lad, providing you don't trap your thumbs!"

John Sugden is creative services director with Ian Stuart Design. For further advice or information contact him on 0113 269 7000.

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.