By Peter L. Phillips
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Extra info for Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage
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.