6.1 Presentation objectives and client requirements
Presentation objectives are the specific results a designer wants to achieve by presenting graphic design work, such as gaining approval, collecting feedback, explaining design decisions or winning a contract. Client requirements are the needs, expectations and conditions the client has set for the work and for the presentation itself, such as the brief, brand rules, budget, deadlines, the people who will attend and how they prefer to receive information. Setting clear objectives and confirming client requirements before preparing a presentation keeps it focused, relevant and persuasive. Example: before presenting graphics for a dental clinic's rebranded reception, a designer sets the objective of gaining approval for the signage and wall graphics in one meeting, and confirms that the clinic's two partners and practice manager will attend and want printed samples.
6.1.1 Common presentation objectives
Each presentation should have one main objective and possibly a few secondary ones. Knowing the objective shapes what is shown and how much detail is needed. Example: a designer presenting early concepts for a youth centre's murals aims to collect feedback, while a later presentation aims to obtain final sign-off.
Objectives
- Gain approval: Obtain the client's agreement to proceed to production.
- Collect feedback: Hear the client's views on concepts or drafts.
- Explain design decisions: Help the client understand how the design meets the brief.
- Compare options: Help the client choose between alternative designs.
- Win new work: Persuade a prospective client to award a contract.
- Report progress: Update the client on completed and pending work.
- Hand over final work: Deliver files, guides and production information.
6.1.2 Setting SMART presentation objectives
SMART objectives are specific, measurable, achievable, relevant and time-bound, which makes it easy to know whether the presentation succeeded. Example: a designer sets the objective "obtain written approval of the 24 door sign designs for the cooperative bank head office at the meeting on 15 March."
| Characteristic |
Meaning |
Example |
| Specific |
Clearly states what is to be achieved |
Approval of the reception wall graphic design |
| Measurable |
Success can be checked |
Written sign-off received |
| Achievable |
Realistic within the time and resources |
Two design options to choose from |
| Relevant |
Linked to the client's goals |
Supports the client's rebranding plan |
| Time-bound |
Has a deadline |
By the end of the meeting on Friday |
6.1.3 Client requirements
Client requirements cover both the design work and the presentation. Meeting them shows professionalism and respect for the client's needs. Example: a designer presenting to a county health department learns that all graphics must use the county's colours and logo, and that the presentation must be sent as a PDF in advance for review.
Requirements related to the design
- Design brief: The purpose, audience, message and scope agreed at the start.
- Brand guidelines: Logos, colours, typefaces and style rules.
- Budget: Limits on design and production costs.
- Timelines: Deadlines for approval, production and installation.
- Technical specifications: Sizes, materials and file formats.
- Regulations: Safety, accessibility and legal requirements.
Requirements related to the presentation
- Audience: Who will attend and their roles in decision-making.
- Preferred format: Digital slides, printed boards, samples or documents.
- Venue and equipment: Location, screens, projectors and internet access.
- Duration: Time available for presenting and discussion.
- Language and level of detail: Technical or non-technical explanations.
- Materials to leave behind: Copies, PDFs or samples for later review.
Sources of client requirements
- Initial brief and contract: Formal documents agreed at the start of the project.
- Meetings and calls: Discussions with the client and stakeholders.
- Emails and correspondence: Written instructions and feedback.
- Brand manuals: Official guidelines provided by the client.
- Previous feedback: Comments on earlier drafts.
6.1.4 Setting objectives and confirming requirements
A clear process ensures nothing is missed before preparing the presentation. Example: a designer preparing to present graphics for a flower farm's visitor centre uses a checklist to confirm every requirement with the farm manager.
Steps for setting objectives and confirming requirements
- Review the brief: Re-read the brief, contract and earlier feedback.
- Identify the presentation's purpose: Decide whether it is for approval, feedback or another goal.
- Write SMART objectives: State what success looks like and by when.
- Identify the audience: Confirm who will attend and who makes decisions.
- Confirm presentation requirements: Agree format, venue, equipment and duration.
- Check design compliance: Confirm the work meets brand, budget and technical requirements.
- Prepare a requirements checklist: List every requirement to check against.
- Share the agenda: Send the client the agenda and objectives before the meeting.
Worked example: requirements compliance
Compliance percentage = requirements met ÷ total requirements × 100
A designer's checklist has 20 client requirements, and the draft meets 17.
Compliance percentage = 17 ÷ 20 × 100
Compliance percentage = 85%, so 3 requirements must be addressed before the presentation
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Create a free account 🔒6.2 Presentation format(s) selection.
A presentation format is the form in which completed design work is packaged and shown, such as a digital slide deck, a PDF document, printed boards, a bound booklet, physical samples, mock-ups or a short video. Selecting the right format, or the right combina…
🔒6.3 Sequencing of completed works
Sequencing of completed works is the planning of the order in which finished design pieces are shown in a presentation. A good sequence tells a clear story, moving from the client's problem and brief through the design idea to the final outputs, so that each p…
🔒6.4 Delivery methods selections.
A delivery method is the way a presentation reaches its audience: in person in a meeting room, online through a video call, as a recorded video, as a document sent for self-review, or as a combination of these. Selecting the right delivery method depends on wh…
🔒6.5 Final presentation
The final presentation is the formal session in which the completed graphic design work is presented to the client for acceptance, approval and handover. It brings together the objectives, chosen formats, planned sequence and delivery method, and requires care…
