Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage

Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage

by Peter L. Phillips
     
 

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ISBN-10: 1581153244

ISBN-13: 9781581153248

Pub. Date: 03/28/2004

Publisher: Skyhorse Publishing

In one of the only books of its kind, a veteran design consultant offers the tools for success gained from nearly 30 years of developing corporate and brand identity programs. Readers will discover the most effective formats for design briefs, how to structure the best possible team, what distinguishes a great design brief from an adequate one, how to use the brief

Overview

In one of the only books of its kind, a veteran design consultant offers the tools for success gained from nearly 30 years of developing corporate and brand identity programs. Readers will discover the most effective formats for design briefs, how to structure the best possible team, what distinguishes a great design brief from an adequate one, how to use the brief in project tracking, as a measuring tool, and as a means of getting approval for a design solution; and much, much more. • Covers all the essential elements comprising an effective design brief • Copublished with the prestigious Design Management Institute

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Product Details

ISBN-13:
9781581153248
Publisher:
Skyhorse Publishing
Publication date:
03/28/2004
Pages:
224
Product dimensions:
6.00(w) x 9.00(h) x 6.10(d)

Table of Contents

Forewordix
Introductionxi
Acknowledgmentsxv
Chapter 1What Is a Design Brief Anyway?1
The Format of a Design Brief2
How Long Should a Design Brief Be?2
Stir-frying a Creative Concept3
The Core Creative Concept in Branding: A Streamlined Approach3
When Do You Need a Design Brief?9
Art versus Design10
"Please Make My Ideas Look Good"11
Designers Shouldn't Be Taxi Drivers12
Proposals versus Design Briefs14
Design Briefs Have a Great Many Uses15
Chapter 2Who Is Responsible for Developing a Design Brief?17
Client or Partner?18
Co-ownership18
What Level Should the Co-owners Be?19
Getting Started20
Design Is Only One Ingredient of a Successful Business24
Partners Need to Understand Each Other25
The Design Brief Project Team25
Chapter 3Essential Elements of the Design Brief28
Project Overview and Background29
Category Review33
Target Audience Review37
Company Portfolio39
Business Objectives and Design Strategy40
Project Scope, Time Line, and Budget: The Phases43
The Last Three Phases46
Research Questions47
Appendix48
Some Final Words About Content48
Chapter 4Getting the Design Brief Approved52
Purpose of Final Review53
The Approved Brief54
In-House versus External Design Agencies55
Chapter 5Using the Design Brief57
The Phases60
Testing61
Target Audience62
Using Other Sections of the Design Brief63
Chapter 6Competitive Analysis65
The Most Common Approach66
Assembling Competitive Material68
Chapter 7Establishing Credibility and Trust for Design70
The Model72
Paradoxical Leadership: A Journey with John Tyson74
An Exercise to Get You Started78
An Intiative from One Design Manager81
Recognize the Business Role of Design82
Mutually Valuable Relationships86
What Went Wrong?87
Implementing Efficient Work-with Processes90
Should In-house Design Groups Charge a Fee for Design Work?91
A Global Example of Working with Partners95
Credibility and Trust98
Chapter 8Using the Design Brief in the Approval Process100
The Design Brief as an Outline for Approval Presentations102
Understanding the Final Approver104
Anticipating Objections106
What If You Can't Make the Presentation Yourself?108
What If You Are Just Not Comfortable Making Presentations to Senior Managers?109
A Final Word on Approvals110
Chapter 9What Is a Design Manager?111
Developing a Framework for Design Management112
So, What's My Answer to the Question, "What Do You Do?"126
Chapter 10Measuring Design Results128
Good Design versus Effective Design129
Value Measured in Dollars131
Measurement Phase132
Chapter 11An Example of a Design Brief133
Project Overview and Background135
Category Review136
Target Audience Review139
Company Portfolio142
Business Objectives and Design Strategy147
Project Scope, Time Line, and Budget149
Research Data158
Appendix160
Chapter 12Anticipating and Overcoming Obstacles161
Two Kinds of Obstacles162
Dealing with Obstacles165
Chapter 13Creating a Plan for Moving Ahead167
Step One167
The PAR Formula169
A Master Plan Needs to be Specific170
Getting to the "Right" People171
Obstacle Planning172
Action Plan Formatting172
Chapter 14Lessons from the Trenches174
DMI Seminars176
Using the Model as a Guideline for Change177
AppendixThe Design Management Institute181
Selected Bibliography185
Index187

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