{"id":2755,"date":"2021-01-05T23:36:32","date_gmt":"2021-01-05T22:36:32","guid":{"rendered":"https:\/\/lm-kommunikation.de\/briefing\/"},"modified":"2023-05-03T14:07:04","modified_gmt":"2023-05-03T12:07:04","slug":"projektbriefing","status":"publish","type":"post","link":"https:\/\/lm-kommunikation.de\/en\/projektbriefing\/","title":{"rendered":"Project Briefing?"},"content":{"rendered":"\nSuccessful communication between clients and \u201ccreatives\u201d relies on a clear briefing at the beginning of a project. A classic situation is this:<\/span>\n\n

\"\"\/Client: I clearly asked for flowers!<\/em><\/span><\/p>\n\n

\"\"\/Designer: But we gave them flowers!<\/em><\/span><\/p>\n\n

\"\"\/Photographer: <\/span><\/span>They\u00a0<\/i>defiantly<\/i><\/span><\/span>\u00a0asked for flowers!<\/i><\/span><\/p>\n\n

Bei einem Briefing wird genau festgelegt, \nwelche Message zu einem Projekt kommuniziert werden soll. Neben den reinen \u201eFacts & Firgures\u201c, wird auch die visuelle Sprache besprochen, Charaktereigenschaften und emotionale Message. Sozusagen der \u201eLook & Feel\u201c zu einer Sache. In dem Blumenbeispiel wird klar, dass alle Beteiligten unterschiedliche Vorstellungen haben. Wenn man diese also nicht konkret beschreibt, sind am Ende alle entt\u00e4uscht.\nDie non-verbale Ebene innerhalb visueller Sprache ist die am kraftvollsten. Sie spricht direkt die menschlichen Emotionen an. (Musik ist \u00fcbrigens eine andere non-verbale Sprache mit direktem Zugang zu uns). Deshalb sollte dar\u00fcber zu Beginn eines Projektes konkret recherchiert und diskutiert werden.\nZu Allem was wir visuell um uns wahrnahmen, haben wir bestimmte Erfahrungen, Vorstellungen oder Emotionen, gepr\u00e4gt durch Gesellschaft, Kultur oder pers\u00f6nliche Erlebnisse. Noch bevor wir anfangen ein Plakat zu lesen, haben wir ein Gef\u00fchl dazu, welches uns zum Lesen anspornt oder eben nicht. Wir sind viel schneller im Erkennen von Bildern als Texten. Zum Beispiel \u201elesen\u201e wir Piktogramme oder Emojis in 10tel Sekunden. Sie kommen ganz ohne Text aus und sagen doch so viel! \nJe positiver das vermittelte Gef\u00fchl ist, desto wahrscheinlicher widmen wir unsere Aufmerksamkeit einem Thema, Produkt, Firma oder Person. \u201ePositiv\u201c allein, reicht allerdings nicht! Die Bandbreite der zu erweckenden Emotionen ist gro\u00df. Hat man die Aufmerksamkeit eines Betrachters gewonnen, muss man diese halten k\u00f6nnen, Erwartungen erf\u00fcllen oder Spannung aufbauen. \nMit all diesen Informationen muss ein Designer umgehen. Die richtigen Fragen stellen und mit den diversen Werkzeugen umsetzen. Je konkreter ein Projekt beschrieben werden kann, desto weniger weit auseinander sind die jeweiligen Vorstellungen dar\u00fcber (wie beim Blumenbeispiel).\nWelche Emotionen werden geweckt, mit welchen Bildern und Motiven gearbeitet, welche Symbolkraft brauchen die Motive, Farben, Proportionen, Textur, … \nNat\u00fcrlich liegt es nicht allein am Designer dies zu bew\u00e4ltigen. Die Antworten auf die Fragen hat der Kunde. Je besser beide Seiten aufeinander eingehen k\u00f6nnen, desto klarer ist das Briefing und desto spezifischer das Ergebnis.\nEins noch:\nOft spreche ich von einer \u201eauthentischen\u201c visuellen Sprache. Damit meine ich die \u00dcbereinstimmung von der emotionalen und textlichen Ebene eines Projektes. Wenn die Bildsprache mit der textlichen Ebene symbiotisch ist. Das hei\u00dft nicht immer, dass beide die selbe Message haben m\u00fcssen. Sie k\u00f6nnen sich auch gut erg\u00e4nzen. \nVerwirrung gibt es, wenn sich diese beiden Ebenen gar nicht ber\u00fchren oder wenn eine Emotion erzeugt wird, die nicht dem \u201eIst-Zustand” entspricht! Wir kennen diese Falle alle: wir wollen anders sein als wir sind ; ) <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Successful communication between clients and \u201ccreatives\u201d relies on a clear briefing at the beginning of a project. 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A self initiated project >>","rel":"","context":"In "Blog"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/lm-kommunikation.de\/wp-content\/uploads\/2021\/05\/lmk_blog_inscribed_frames.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":2595,"url":"https:\/\/lm-kommunikation.de\/en\/neue-formate-zur-kommunikation-von-daten\/","url_meta":{"origin":2755,"position":3},"title":"New formats for data communication","date":"2. May 2020","format":false,"excerpt":"In the era of \u201cbig data\u201c, discussions about transparent communication and structured visualisation of data are essential. In the scientific field it's all about, on the one hand, the collection, preparation and provision of research data using FAIR Principles. 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