Art and Design – Graphic communication | e-Consult

A clear intention acts as the guiding principle for the brief, ensuring that every subsequent decision aligns with the designer’s purpose. First, intention determines the target audience; a designer aiming to persuade teenagers will choose informal language and vibrant colours, whereas a corporate sustainability report will target stakeholders and use a more formal tone. Second, intention influences the core message and visual style; if the intention is to evoke nostalgia, the brief may specify retro typography and muted palettes. Example: A charity campaign intended to inspire community action might set a brief that calls for bold, inclusive imagery and a call‑to‑action slogan, directly reflecting the intention to mobilise support.