Dear Norman
I once, many years ago, had seven pages of brief like this. The job was a very big selling range of stock cube packs about the size of two postage stamps. I had already been paid for a couple of days 'experimental' photography for client presentation. Following that there was another two days of 'preliminary' shooting for market research. About six weeks later I was called back to the design company for briefing on the final photography. They passed me the seven pages of analysis done by the market research company written in pure gobbledegook, much as you descibe. I read it through and the client asked me if I understood it. After some time I made a startling observation that a room full of clients hadn't spotted. The market research had been incorrectly done on the rejects from the first experimental session! That was about �20,000 worth of MR spend at 1979 prices. Back at the final shoot I finally shot the pictures for four different flavour stock cube packs.
In the age of digital the designer is doing all the experimental and market research photography himself with his point and shoot digi camera. Would anyone now get six full day's fees plus all expenses for four packaging shots about 1.5 x 2 inches in size?
Bob Croxford
On 19 Jul 2004, at 14:45, Richard Kenward wrote:
The integrated technologies provide the greatest
breadth and depth to enable thorough verification at every stage of design:
block, sub-system and full system.
Drowning under a brief. I understand what IP means!
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