Creating the perfect design brief : how to manage design for strategic advantage / Peter L. Phillips.

Format:

Book

Author/Creator:

Phillips, Peter L.

Language:

English

Subjects (All):

Production planning.

Work design.

Physical Description:

xvi, 191 pages ; 23 cm

Place of Publication:

New York : Allworth Press : Design Management Institute, [2004]

Summary:

- Covers all the essential elements comprising an effective design brief- Copublished with the prestigious Design Management Institute

Contents:

Chapter 1 What Is a Design Brief Anyway? 1

The Format of a Design Brief 2

How Long Should a Design Brief Be? 2

Stir-frying a Creative Concept 3

The Core Creative Concept in Branding: A Streamlined Approach 3

When Do You Need a Design Brief? 9

Art versus Design 10

"Please Make My Ideas Look Good" 11

Designers Shouldn't Be Taxi Drivers 12

Proposals versus Design Briefs 14

Design Briefs Have a Great Many Uses 15

Chapter 2 Who Is Responsible for Developing a Design Brief? 17

Client or Partner? 18

Co-ownership 18

What Level Should the Co-owners Be? 19

Design Is Only One Ingredient of a Successful Business 24

Partners Need to Understand Each Other 25

The Design Brief Project Team 25

Chapter 3 Essential Elements of the Design Brief 28

Project Overview and Background 29

Category Review 33

Target Audience Review 37

Company Portfolio 39

Business Objectives and Design Strategy 40

Project Scope, Time Line, and Budget: The Phases 43

The Last Three Phases 46

Research Questions 47

Some Final Words About Content 48

Chapter 4 Getting the Design Brief Approved 52

Purpose of Final Review 53

The Approved Brief 54

In-House versus External Design Agencies 55

Chapter 5 Using the Design Brief 57

The Phases 60

Testing 61

Target Audience 62

Using Other Sections of the Design Brief 63

Chapter 6 Competitive Analysis 65

The Most Common Approach 66

Assembling Competitive Material 68

Chapter 7 Establishing Credibility and Trust for Design 70

The Model 72

Paradoxical Leadership: A Journey with John Tyson 74

An Exercise to Get You Started 78

An Intiative from One Design Manager 81

Recognize the Business Role of Design 82

Mutually Valuable Relationships 86

What Went Wrong? 87

Implementing Efficient Work-with Processes 90

Should In-house Design Groups Charge a Fee for Design Work? 91

A Global Example of Working with Partners 95

Credibility and Trust 98

Chapter 8 Using the Design Brief in the Approval Process 100

The Design Brief as an Outline for Approval Presentations 102

Understanding the Final Approver 104

Anticipating Objections 106

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 Approvals 110

Chapter 9 What Is a Design Manager? 111

Developing a Framework for Design Management 112

So, What's My Answer to the Question, "What Do You Do?" 126

Chapter 10 Measuring Design Results 128

Good Design versus Effective Design 129

Value Measured in Dollars 131

Measurement Phase 132

Chapter 11 An Example of a Design Brief 133

Category Review 136

Target Audience Review 139

Company Portfolio 142

Business Objectives and Design Strategy 147

Project Scope, Time Line, and Budget 149

Research Data 158

Chapter 12 Anticipating and Overcoming Obstacles 161

Two Kinds of Obstacles 162

Dealing with Obstacles 165

Chapter 13 Creating a Plan for Moving Ahead 167

Step One 167

The PAR Formula 169

A Master Plan Needs to be Specific 170

Getting to the "Right" People 171

Obstacle Planning 172

Action Plan Formatting 172

Chapter 14 Lessons from the Trenches 174

DMI Seminars 176

Using the Model as a Guideline for Change 177

Appendix The Design Management Institute 181.

Notes:

Includes bibliographical references (pages [183]-186) and index.

ISBN:

1581153244

OCLC:

54001195