WHAT IS DESIGN?
The creative process first and foremost encompasses research and problem solving. Before our designers even touch pen to paper (or mouse to screen), there are a lot of questions they must ask themselves: What is the message? Who is the audience? How should the information be organized so that it can be easily understood? What is the budget and timeline of the project?
Only after these factors have been taken into consideration can the designer begin to transform the information given into a visual product with the end user in mind. If the end user is not motivated into action by the design - no matter how interesting or aesthetically pleasing - then what good is it?
Good design must take into consideration all aspects and arrange them in a way that is both deliberate and engaging. It is MUCH more than making pretty pictures!
WHY DESIGN MATTERS
You may not be a designer by trade, but your personal design sense shows through everyday in your documents, presentations and emails, as well as the way you dress yourself and other personal style choices. Whether you realize it or not, design matters to all of us. So, it is in your interest as a professional to become more knowledgeable about it.
In making decisions, you should never leave the entire scope of a project up to the designer. It is important that you communicate to the designer the concept behind the work. It is a well thought out product, service or form of communication that separates one company from another. The quality of the work is one thing, but there are many organizations that have good quality work. Therefore, your company will be differentiated based on the overall design of your business system or communication.
Why does this matter to you? Because the business world appreciates intelligent, creative, design-mindful professionals who understand the strategic role of design in their company.
CREATIVE BRIEFSWhat is a creative brief (not underwear) and why should I want one?
A design brief is a written explanation given by the client to the designer at the outset of a project. As the client, you are spelling out your objectives and expectations and defining a scope of work when you issue one. You're also committing to a concrete expression that can be revisited as a project moves forward. It's an honest way to keep everyone honest. If the brief raises questions, all the better. Questions early are better than questions late.
The purpose of the brief is to get everyone started with a common understanding of what's to be accomplished. It gives direction and serves as a benchmark against which to test concepts and execution as we move through a project. In certain cases, we may provide you with our own set of questions. Even so, the ultimate responsibility for defining goals and objectives and identifying audience and context lies with you, our client.
Another benefit of the design brief is the clarity it provides you about why you're embarking on a project. If you don't know why, you can't possibly hope to achieve anything worthwhile. When you think about it, the last thing you want is for your project to be a test of our designer's skills. Your responsibility is to help us do the best work we can. That's why you hired us. And why it's a good idea to give us a brief!
How to write a creative brief
A brief is not a blueprint. It shouldn't tell us how to do our job. It's a statement of purpose, a concise declaration of your expectations of what the design should accomplish. And while briefs will differ depending upon the project, here are some general guidelines to direct the process:
• Provide a clear statement of objectives, with priorities
• Relate the objectives to overall company positioning
• Indicate if and how you'll measure achievement of your goals
• Define, characterize and prioritize your audiences
• Define budgets and time frames
• Explain the internal approval process
• Be clear about procedural requirements
(For example, if more than one bid is needed from fabricators, or if there's a minimum acceptable level of detail for design presentations).
In the final analysis, design briefs are about paving the way for a successful design effort that reflects well on everyone involved.
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From A Client's Guide to Design: How to Get the Most Out of the Process, AIGA, The professional association for design.
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