Creating the perfect design brief : how to manage design for strategic advantage /
In the only book of its kind, now revised and updated with the latest research on the topic, veteran design consultant Peter L. Phillips offers the tools for success gained from nearly thirty years of developing corporate and brand identity programs. Readers will discover the most effective formats...
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| Format: | eBook |
| Language: | English |
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New York :
Allworth Press,
[2012]
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| Edition: | 2nd ed. |
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| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Chapter 1 What Is a Design Brief Anyway?; The Format of a Design Brief; How Long Should a Design Brief Be?; Stir-Frying a Creative Concept; The Core Creative Concept in Branding: A Streamlined Approach; When Do You Need a Design Brief?; Art versus Design; "Please Make My Ideas Look Good"; Designers Shouldn't Be Taxi Drivers; Proposals versus Design Briefs; Design Briefs Have Many Uses; Chapter 2 Who is Responsible for Developing a Design Brief?; Client or Partner?; Co-ownership.
- What Level Should the Co-owners Be?; Getting Started; Design Is Only One Ingredient of a Successful Business; Partners Need to Understand Each Other; The Design Brief Project Team; Chapter 3 Essential Elements of the Design Brief; Project Overview and Background; Category Review; Target Audience Review; Company Portfolio; Business Objectives and Design Strategy; Project Scope, Time Line, and Budget: The Phases; The Last Three Phases; Research Questions; Appendix; Some Final Words about Content; Chapter 4 Getting the Design Brief Approved; Purpose of Final Review; The Approved Brief.
- In-House versus External Design Agencies; Chapter 5 Using the Design Brief; The Phases; Testing; Target Audience; Using Other Sections of the Design Brief; Chapter 6 Competitive Analysis; The Most Common Approach; Assembling Competitive Material; Chapter 7 Establishing Credibility and Trust for Design; The Model; The Value You Offer; Paradoxical Leadership: A Journey with John Tyson; An Exercise to Get You Started; An Initiative from One Design Manager; Recognize the Business Role of Design; Mutually Valuable Relationships; What Went Wrong?; Implementing Efficient Work-With Processes.
- Should In-House Design Groups Charge a Fee for Design Work?; A Global Example of Working with Partners; Credibility and Trust; Chapter 8 Using the Design Brief in the Approval Process; The Design Brief as an Outline for Approval Presentations; Understanding the Final Approver; Anticipating Objections; What If You Can't Make the Presentation Yourself?; What If You Are Just Not Comfortable Making Presentations to Senior Managers?; A Final Word on Approvals; Chapter 9 What Is a Design Manager?; Developing a Framework for Design Management.
- How the Most Successful Design Managers Describe Design Management; So, What's My Answer to the Question, "What Do You Do?"; Chapter 10 Measuring Design Results; Good Design versus Effective Design; Value Measured in Dollars; Measurement Phase; Chapter 11 by Joshua L. Cohen Strategies for Creating a Strong Intellectual Property Position; The Concept of "Design Ownership"; Pursuing a Design Protected by IP Rights; Pursuing a Design that Respects Others' IP Rights; Building IP Review into the Design Process; A Final Word on IP Strategies; State-of-the-Art Patent Search.Screening Out Risky Product Concepts.