Creating the Perfect Design Brief: How to Manage Design for by Peter L. Phillips

By Peter L. Phillips

In the single e-book of its sort, now revised and up to date with the newest study at the subject, veteran layout advisor Peter L. Phillips bargains the instruments for achievement received from approximately thirty years of constructing company and model id courses. Readers will become aware of the best codecs for layout briefs, how you can constitution the very best staff, what distinguishes an outstanding layout short from an sufficient one, the right way to use the short in venture monitoring, as a measuring device, as a way of having popularity of a layout answer, and masses, even more. through overlaying all the crucial parts of a good layout short, this specified and empowering consultant can help you to make sure that the objectives of your company layout process are met.

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So the investment in this practice makes good business sense. Other companies may not see it that way, so you may have to explore other ways to get regional target audience data. In today’s complex, global marketplace, great designers need to understand all audiences, and to be certain they have that understanding before beginning the design process. A comprehensive target audience description is absolutely critical. Chapter 03 01/21/2004 8:15 PM Page 39 Chapter 3 Essential Elements of the Design Brief 39 Company Portfolio The company portfolio is particularly vital when an external design agency is working on a project for a business.

However, the key ingredients for the content of a perfect design brief are the same no matter how you format the final document. It’s also important to note that there will be times, depending on the nature of the project and the design group involved, when some of these key ingredients will not be included. There may also be some ingredients not mentioned here which you shall decide should be included. At the end of the day, each organization needs to develop its own format and list of ingredients.

It was a strategy that worked well for the company for many years. It became a category leader. Now, if you had been asked to do a design project for McDonald’s in those earlier years, wouldn’t you want to know that the primary category they were competing in at the time was entertainment? Wouldn’t you want to think about competition, which would include theme parks and other family entertainment venues like the circus? If you simply thought the company was about hamburgers, your design concepts would be very limited.

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