6.1 Presentation objectives and client requirements
Presentation objectives are the specific results a designer wants to achieve by presenting completed graphic work, such as gaining approval, collecting feedback or winning a contract, while client requirements are the needs and conditions the client sets for how, when and to whom the work is shown. Defining both before preparing a presentation keeps it focused, ensures the right information reaches the right decision-makers and avoids wasted effort on materials the client does not need. A presentation built around clear objectives and confirmed requirements is far more likely to end with a decision. Example: before presenting branding graphics and interior signage to a coffee shop chain, a designer agrees that the objective is to win approval for the final signage package, and confirms that the client wants a 30-minute meeting with the managing director and marketing team, digital files on a shared drive and printed samples of the menu boards.
Common presentation objectives
- Gain approval: Obtain the client's sign-off so the design can move to production.
- Collect feedback: Hear the client's views at an early or middle stage to guide revisions.
- Inform: Update the client and stakeholders on progress and design decisions.
- Persuade: Convince decision-makers to choose a concept, budget or supplier.
- Win new work: Show capability in a pitch or competition to secure a contract.
- Demonstrate competence: Show skills to assessors, employers or examination panels.
- Hand over: Deliver final files and guidelines for others to use.
Characteristics of good presentation objectives
| Characteristic |
Meaning |
Example |
| Specific |
States exactly what should happen |
Approve the reception wall graphic |
| Measurable |
Can be checked as achieved or not |
Written sign-off on all six sign types |
| Achievable |
Realistic within the time and material |
One decision on concept, not five |
| Relevant |
Linked to the project stage and client goals |
Feedback on colours before printing |
| Time-bound |
Has a set date or deadline |
Approval by the end of the meeting on Friday |
Client requirements for a presentation
- Audience: Who will attend and who makes the final decision, such as owners, managers or a board.
- Content and deliverables: Which designs, drawings, samples and documents must be shown.
- Format preferences: Whether the client prefers printed boards, slides, physical samples or digital links.
- Time and venue: The date, length of the meeting and whether it is at the client's office, the studio, the site or online.
- Brand and style: Any templates, logos or brand rules the presentation itself must follow.
- Language and accessibility: The language of the presentation and any needs of attendees.
- Confidentiality: Whether designs are private and how files may be shared.
- Technical requirements: Projector type, screen size, file formats and internet access at the venue.
Ways of identifying client requirements
- Reviewing the brief: Reading the original project brief and contract for presentation terms.
- Client meeting or call: Asking direct questions about the audience, format and expectations.
- Questionnaires: Sending a short form to collect preferences in writing.
- Previous correspondence: Checking earlier emails and meeting notes for agreed points.
- Site and venue check: Visiting or asking about the room, equipment and layout.
Steps for setting presentation objectives and confirming client requirements
- Identify the project stage: Decide whether the presentation is for concept, development or final approval.
- Write the objectives: State what must be achieved in specific, measurable terms.
- Contact the client: Arrange a short meeting or call about the presentation.
- Confirm the audience: Find out who will attend and who will make decisions.
- Agree content and format: Confirm which items will be shown and in what format.
- Confirm logistics: Agree the date, time, length, venue and equipment.
- Record everything: Write the objectives and requirements in a short presentation brief.
- Get confirmation: Send the presentation brief to the client and get their agreement.
Worked example: checking requirements are met
Compliance percentage = requirements met ÷ total requirements × 100
Before presenting to a dairy processor's management, a designer checks the presentation brief: 18 of 20 agreed requirements are ready.
Compliance percentage = 18 ÷ 20 × 100
Compliance percentage = 0.9 × 100
Compliance percentage = 90%, so the two outstanding items must be completed before the meeting
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Create a free account 🔒6.2 Presentation format(s) selection.
A presentation format is the form in which completed graphic work is packaged for viewing, such as printed boards, a digital slide deck, a PDF portfolio, physical samples, mock-ups, video or an interactive online portfolio. The format shapes how the audience e…
🔒6.3 Sequencing of completed works
Sequencing is the planned order in which completed graphic works are shown during a presentation, so the audience follows a clear story from the problem to the final solution. A good sequence opens with context, builds understanding step by step and ends with…
🔒6.4 Delivery methods selections.
A delivery method is the way completed graphic work reaches the audience, such as a face-to-face meeting, an online video meeting, a recorded presentation, an on-site walkthrough, an exhibition or the sending of files and printed materials. While the format is…
🔒6.5 Final presentation
The final presentation is the formal session in which completed design works are presented to the client, panel or audience for review, feedback and approval. It brings together the agreed objectives, the chosen formats, the planned sequence and the selected d…
