book電子書數(shù)據(jù)庫設(shè)計

逐步出版真正的假人 (BOOK PUBLISHING STEP BY STEP FOR REAL DUMMIES)

I have spent 18 years in advertising, briefing designers and art directors on various projects — from the simplest typo-only banners to the most complex integrated campaigns you can imagine. I have done training sessions on brief writing to agency creative teams and to clients — trying to provide them with information on how to speak the language of the artist: the designers and copywriters.

我已經(jīng)在廣告業(yè)工作了18年，向設(shè)計師和藝術(shù)總監(jiān)介紹了各種項目-從最簡單的錯字標(biāo)語到您可以想象的最復(fù)雜的綜合廣告系列。 我已經(jīng)為代理創(chuàng)作團隊和客戶提供了有關(guān)簡短寫作的培訓(xùn)課程-試圖向他們提供有關(guān)如何說出藝術(shù)家，設(shè)計師和撰稿人的語言的信息。

I believe that design briefs are one of the most fundamental tools in the toolbox of anyone who wants others to get a creative project done.

我相信，對于那些希望別人完成創(chuàng)意項目的人來說，設(shè)計簡介是工具箱中最基本的工具之一。

When it comes to self-publishing, one of the most important things is to have the perfect cover for that self-published book — for that’s the first moment of truth (FMOT), the split second when the reader decides whether to give one more second of their precious time or to keep scrolling or browsing.

在自我出版方面，最重要的事情之一就是為該自我出版的書籍提供完美的封面-因為這是關(guān)鍵時刻(FMOT)，這是讀者決定是否再發(fā)表一本書的瞬間。他們寶貴的時間中的第二秒，或者繼續(xù)滾動或瀏覽。

One of the biggest perks in self-publishing is that you as the author can have the freedom of creativity over the entirety of your book — starting from the first word within and ending with the design of that crucial book cover.

自我出版中最大的好處之一就是，作為作者，您可以在整本書中擁有創(chuàng)造力的自由–從其中的第一個單詞開始，到以該關(guān)鍵書的封面設(shè)計為結(jié)尾。

Talking to self-publishing experts and reading a lot on the subject, there are quite a few ways to get your book cover design done: with the help of a designer, with the help of book designing services or even on your own.

與自出版專家交談并閱讀了大量有關(guān)該主題的書，有很多方法可以完成書的封面設(shè)計：在設(shè)計師的幫助下，在書設(shè)計服務(wù)的幫助下，甚至是您自己的書。

I consider myself quite fortunate for all my friends and ex-colleagues are from my previous area of work — so I know a lot of designers and illustrators who I trust. I immediately had someone in mind who told me he would be willing to help. I thought I would get away with just giving him a phone call and tell him about my book and my ideas, but he’s way too professional for that and he asked me to write a brief.

我覺得自己很幸運，因為我所有的朋友和前同事都來自我以前的工作領(lǐng)域，因此我認識很多我信任的設(shè)計師和插畫家。 我立刻想到有人告訴我他愿意提供幫助。 我以為打個電話告訴他關(guān)于我的書和我的想法的想法是對的，但是他對此太專業(yè)了，他要求我寫一個簡短的摘要。

So, while I am writing a proper briefing material for him, I thought to collect all the necessary items that you need to include in a briefing if it comes to getting someone to design your book cover for you.

因此，當(dāng)我為他編寫適當(dāng)?shù)暮喗椴牧蠒r，我想收集所有需要包含在簡介中的必要項目，以便讓某人為您設(shè)計書籍封面。

什么是簡介？ (What Is the Brief?)

I wrote about design briefs in detail, but let me summarise the main points here:

我詳細介紹了設(shè)計摘要 ，但請在此處總結(jié)要點：

The term brief comes from military jargon, where it is defined as “the act of giving in advance specific instructions or information.” It has a defined structure, is short (hence the name), contains all necessary information but not more, and focuses on a given task and result to achieve but gives enough freedom to adapt to the situation (a mission brief).

簡介一詞來自軍事術(shù)語，其定義為“事先提供特定指示或信息的行為”。 它具有定義的結(jié)構(gòu)，簡短(因此得名)，包含所有必要的信息，但不包含更多信息，并且側(cè)重于要實現(xiàn)的給定任務(wù)和結(jié)果，但給予了足夠的自由以適應(yīng)情況( 任務(wù)簡介 )。

When briefing a troop to take over a hostile position, a general might give directions about how and what factors to consider but will not say put your right foot in front of your left, repeat that for 100 meters, turn right, etc. The military briefing gives a task only, leaving room for individual decisions. Similarly, the creative briefing is not a step-by-step user manual that describes the creative process as such. It’s not a description of the desired outcome either. A creative brief is a framework that can help the creative process by providing enough guidance to stay on track and allowing enough freedom for creativity.

向部隊簡要介紹要采取敵對立場時，將軍可能會指示要考慮的因素和方式，但不會說將右腳放在左前方，重復(fù)進行100米，然后右轉(zhuǎn)等。簡報僅提供任務(wù)，為個人決策留出空間。 類似地，創(chuàng)意簡報不是逐步描述創(chuàng)意過程的分步用戶手冊。 這也不是預(yù)期結(jié)果的描述。 創(chuàng)意簡介是一個框架，可以通過提供足夠的指導(dǎo)以保持步伐并為創(chuàng)意提供足夠的自由來幫助創(chuàng)意過程。

A design brief is a crucial part of the design process, as it helps develop trust and understanding between the client (you) and the designer. It serves as a contract and is an essential point of reference for both parties. It ensures that important design questions are considered and discussed before the designer starts to work.

設(shè)計簡介是設(shè)計過程中至關(guān)重要的部分，因為它有助于建立客戶(您)與設(shè)計師之間的信任和理解。 它是合同，是雙方的重要參考點。 它可以確保在設(shè)計師開始工作之前就考慮并討論了重要的設(shè)計問題。

You need to provide your designer partner with all the necessary information about your work-in-progress book. The more they understand, the closer they can get to the perfect execution of your book cover. You need to consider providing them with every necessary piece of information that they might need to put on the cover.

您需要向您的設(shè)計師合作伙伴提供有關(guān)在制品書的所有必要信息。 他們了解得越多，就越能完美地完成書的封面。 您需要考慮為他們提供可能需要蓋上的所有必要信息。

強制性信息 (Mandatory information)

Basic information about the project is broken down into two main categories:

有關(guān)該項目的基本信息分為兩大類：

1.實用信息 (1. Practical info)

Everything that is to know about you and the book when it comes to basic practical items, such as your author-name, the book title, the subtitle and any other element that you definitely want on the cover.

在基本的實用項目上，有關(guān)您和這本書的所有知識，例如您的作者姓名，書名，副標(biāo)題以及您肯定要在封面上使用的任何其他元素。

Depending on how you publish, you might have a barcode, if so, you need to let them know. Otherwise, they will need to just leave an empty space for that.

根據(jù)您的發(fā)布方式，您可能會有條形碼，如果有，則需要告知他們。 否則，他們將只需要為此留一個空白。

2.技術(shù)細節(jié) (2. Technical details)

• the type of book you want the cover for (whether it needs a front cover only for ebooks, or it needs a back cover as well for print versions)
  您想要封面的書的類型(僅對電子書需要封面，對于印刷版也需要封底)
• the size of the book (both in terms of expected height and width and the number of pages. The latter will be important to know whether there has to be a spine in the design process, and if yes, will it be wide enough to carry information)
  書的大小(在預(yù)期的高度和寬度以及頁數(shù)方面。后者對于了解設(shè)計過程中是否必須有書脊是很重要的；如果可以，書的寬度是否足以容納書本)信息)

• If you already know the printing requirements (exact size, file format, resolution) it is useful to let them know already in advance so they can use the right sizes. Amazon has it’s own cover templates, that you can share before they start to work on it.

  如果您已經(jīng)知道打印要求(準確的尺寸，文件格式，分辨率)，則可以提前告知他們，這樣他們可以使用正確的尺寸會很有用。 亞馬遜擁有自己的封面模板 ，您可以在它們開始使用之前共享這些模板 。

• If you already have a brand and you would like to use its colours, fonts or other design elements, you need to give the designer clear instructions about them and also about the freedom with what they can handle them.
  如果您已經(jīng)擁有一個品牌，并且想要使用其顏色，字體或其他設(shè)計元素，則需要向設(shè)計師提供清晰的說明，以及有關(guān)其處理方式的自由度。

這本書講什么的？ (What is the book about?)

This is the main part of your brief when you give them a short description of your book. It is usually a synopsis or a short description. It’s could be similar to a book pitch that you might use with book agents.

當(dāng)給他們簡短的介紹時，這是您簡介的主要部分。 通常是概要或簡短描述。 它可能類似于您可以與圖書代理商一起使用的圖書推介。

In an ideal world, the designer should read the book before designing, but due to the fast pace of self-publishing, they usually won’t go for it. You need to be concise but thorough with it so they can understand your objectives and its potential market.

在理想的世界中，設(shè)計師應(yīng)該在設(shè)計之前先閱讀這本書，但是由于自我發(fā)布的速度很快，他們通常不會這樣做。 您需要簡潔但透徹，以便他們可以了解您的目標(biāo)及其潛在市場。

誰是聽眾，他們還能讀什么？ (Who is the audience and what else do they read?)

The audience is one of the most important parts of a brief, for the preferences of different target groups vary widely. You can’t sell the book with a cover that applies to a completely different audience — and you can’t apply to everyone.

受眾是摘要中最重要的部分之一，因為不同目標(biāo)群體的偏好差異很大。 您不能將本書的封面銷售給完全不同的讀者，也不能適用于所有人。

Aiming for a cover that is attractive to everyone just because you are writing about something that you think everyone should read is very far-fetched. You are better off with figuring out who your target group is — and brief the designer accordingly.

僅僅因為您正在寫一些您認為每個人都應(yīng)該讀的東西而對所有人都有吸引力，這是一個牽強的建議。 您最好弄清楚目標(biāo)群體是誰，并據(jù)此向設(shè)計者做簡要介紹。

Besides, by the time you get to the design, you need to know already who you wrote the book for, so this is just an extra exercise when you specify it for the designer again.

此外，當(dāng)您開始設(shè)計時，您需要已經(jīng)知道為誰編寫了這本書，所以當(dāng)您再次為設(shè)計師指定書時，這只是一個額外的練習(xí)。

When it comes to defining the audience, you need to think about both demographic and psychographic (attitude and lifestyle) attributes. The demographic attributes are gender and age mostly. The psychographic is rather about their attitudes — their likes, dislikes, preferences, habits, generic lifestyle facts about them. If you write about technology to technology experts or to housewives the two different approaches require a different cover.

在定義受眾時，您需要考慮人口和心理特征(態(tài)度和生活方式)。 人口屬性主要是性別和年齡。 心理特征是關(guān)于他們的態(tài)度的-他們的喜好，厭惡，喜好，習(xí)慣，關(guān)于他們的一般生活方式。 如果您是向技術(shù)專家或家庭主婦介紹技術(shù)，則兩種不同的方法需要使用不同的方法。

It is also important to indicate what else they might read if you can figure that out. Self-help book lovers will be used to a different style than romance novel readers, and the designer has to know about this.

如果您能弄清楚它們的含義，那么指出他們還可能讀什么也很重要。 自助書愛好者將習(xí)慣與浪漫小說讀者不同的風(fēng)格，設(shè)計師必須了解這一點。

您的喜好是什么？ (What are your preferences?)

The good thing is that you can still have your preferences. You might even have an idea of the elements that you would like to see. You can specify colours or preferred fonts. You can set the tonality (modern vs vintage, fun vs serious etc.). You can have some initial suggestions as well.

好消息是您仍然可以擁有自己的偏好。 您甚至可能對想要看到的元素有所了解。 您可以指定顏色或首選字體。 您可以設(shè)置音調(diào)(現(xiàn)代與復(fù)古，趣味與嚴肅等)。 您也可以有一些初步建議。

You should do your homework and make a collection of the cover styles within your genre that you like. 4–5 examples work just fine. And also about what you would hate to see.

您應(yīng)該做作業(yè)，并在自己喜歡的風(fēng)格中收集封面樣式。 4–5個示例工作正常。 還有關(guān)于您不愿看到的內(nèi)容。

Even if you are open to suggestions, you could say if you’d like typo-only (just words), illustration based, photo-based etc covers. Explain what you like in each cover, the fonts, the placement, the colours, other elements. It’s a great help and it saves a lot of time.

即使您愿意提出建議，也可以說是否只想打錯字(只是文字)，基于插圖的，基于照片的封面等。 在每個封面，字體，位置，顏色和其他元素中說明您想要的內(nèi)容。 這是一個很大的幫助，它可以節(jié)省大量時間。

如何與設(shè)計師合作？ (How to work with a designer?)

If you bump into a really good designer, please note that they are artists. They have a soul that bruises easily. At least, if they take the project seriously enough. I have only worked with designers who cared deeply about their projects — and this is how you deal with them.

如果您遇到一位真正優(yōu)秀的設(shè)計師，請注意他們是藝術(shù)家。 他們有容易受傷的靈魂。 至少，如果他們對項目足夠重視。 我只與關(guān)心他們的項目的設(shè)計師一起工作-這就是您與他們打交道的方式。

Give them enough freedom

給他們足夠的自由

If you want to work with a designer, it means you are not one, so chances are that they are better at it than you are. If you could do it on your own, you should do it on your own. But if you decide to outsource it, you need to trust their expertise.

如果您想與設(shè)計師一起工作，則意味著您不是一個人，因此他們可能比您更擅長。 如果可以自己完成，則應(yīng)該自己完成。 但是，如果您決定將其外包，則需要信任他們的專業(yè)知識。

Give them enough freedom to work and don’t micro-manage them. Give constructive criticism, but let the wow you with their art.

給他們足夠的工作自由，不要對他們進行微管理。 提出建設(shè)性的批評，但讓他們的藝術(shù)贊嘆您。

Agree on the way of working in advance

同意提前工作的方式

Discuss, before the process, how you would work together. Agree in modification rounds and be explicit about your preferences. If you are paying them — which you should — then be clear about the finances so nobody should walk away unsatisfied.

在此過程之前，討論如何合作。 同意修改回合，并明確說明您的偏好。 如果您要付款(您應(yīng)該這樣做)，那么請清楚財務(wù)狀況，以便沒有人不滿意地離開。

Give early feedback and be nice about it

盡早提供反饋并對此保持友善

Give them feedback as soon as you can. Be constructive with criticism and praise them for what you like. It is your love-project, so the decision is yours, but getting another expert on board is a great path to getting something amazing done.

盡快給他們反饋。 建設(shè)性地接受批評，并贊揚他們的喜好。 這是您的摯愛項目，所以決定是您的決定，但是聘請另一位專家是完成出色工作的絕妙途徑。

And if they deliver what something amazing, let them know and support them. Share their work, promote them, recommend them to others. After all, we are all artists and we can use all the support we can to get more eyes on our work.

如果他們提供了令人驚奇的東西，請讓他們知道并支持他們。 分享他們的工作，促進他們，向其他人推薦他們。 畢竟，我們都是藝術(shù)家，我們可以利用所有的支持來更多地關(guān)注我們的作品。

If you liked this and want some more, follow me on Twitter or IG and sign up for my newsletter.

如果您喜歡這個并想要更多，請在 Twitter 或 IG 上關(guān)注我， 并注冊我的 時事通訊 。

翻譯自: https://uxdesign.cc/how-to-write-the-perfect-brief-for-a-killer-cover-design-42951ae7722b

book電子書數(shù)據(jù)庫設(shè)計

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