THE DOCUMENT SPECIFICATION

Before starting a new client project we discuss and agree a specification that includes

• The purpose of the document including any measurable results, for example, increase in awareness, preference or market share
• Characteristics of the intended audience, for example, their current subject knowledge, preferred reading mode and language proficiency
• How a prospective client might search for the product or services offered
• The information content of the document as well as its components and structure, including the key information elements to convey as well as the requirement for graphics and photographs
• The delivery mechanisms and publication modes which range from full colour litho printing of millions of brochures to purely electronic media

and any other considerations that are relevant to the individual project.