Creating Perfect Design Br 1E PA,9781581153248

Creating Perfect Design Br 1E PA

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Edition: 1st
ISBN13: 9781581153248
ISBN10: 1581153244
Format: Trade Paper
Pub. Date: 2004-03-17
Publisher(s): FRWHEEL
List Price: $21.35

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Summary

In one of the only books of its kind, a veteran design consultant offers the tools for success gained from nearly 30 years of developing corporate and brand identity programs. Readers will discover the most effective formats for design briefs, how to structure the best possible team, what distinguishes a great design brief from an adequate one, how to use the brief in project tracking, as a measuring tool, and as a means of getting approval for a design solution; and much, much more. Covers all the essential elements comprising an effective design brief Copublished with the prestigious Design Management Institute

Author Biography

Peter L. Phillips is a 30-year design industry veteran and internationally recognized expert in developing corporate and brand identity design programs. An author and brand identity consultant for many Fortune 500 companies, he lives in Marblehead, MA.

Table of Contents

Foreword ix
Introduction xi
Acknowledgments xv
Chapter 1 What Is a Design Brief Anyway? 1(16)
The Format of a Design Brief
2(1)
How Long Should a Design Brief Be?
2(1)
Stir-frying a Creative Concept
3(6)
The Core Creative Concept in Branding: A Streamlined Approach
3(6)
When Do You Need a Design Brief?
9(1)
Art versus Design
10(1)
"Please Make My Ideas Look Good"
11(1)
Designers Shouldn't Be Taxi Drivers
12(2)
Proposals versus Design Briefs
14(1)
Design Briefs Have a Great Many Uses
15(2)
Chapter 2 Who Is Responsible for Developing a Design Brief? 17(11)
Client or Partner?
18(1)
Co-ownership
18(1)
What Level Should the Co-owners Be?
19(1)
Getting Started
20(4)
Design Is Only One Ingredient of a Successful Business
24(1)
Partners Need to Understand Each Other
25(1)
The Design Brief Project Team
25(3)
Chapter 3 Essential Elements of the Design Brief 28(24)
Project Overview and Background
29(4)
Category Review
33(4)
Target Audience Review
37(2)
Company Portfolio
39(1)
Business Objectives and Design Strategy
40(3)
Project Scope, Time Line, and Budget: The Phases
43(3)
The Last Three Phases
46(1)
Research Questions
47(1)
Appendix
48(1)
Some Final Words About Content
48(4)
Chapter 4 Getting the Design Brief Approved 52(5)
Purpose of Final Review
53(1)
The Approved Brief
54(1)
In-House versus External Design Agencies
55(2)
Chapter 5 Using the Design Brief 57(8)
The Phases
60(1)
Testing
61(1)
Target Audience
62(1)
Using Other Sections of the Design Brief
63(2)
Chapter 6 Competitive Analysis 65(5)
The Most Common Approach
66(2)
Assembling Competitive Material
68(2)
Chapter 7 Establishing Credibility and Trust for Design 70(30)
The Model
72(2)
Paradoxical Leadership: A Journey with John Tyson
74(4)
An Exercise to Get You Started
78(3)
An Initiative from One Design Manager
81(1)
Recognize the Business Role of Design
82(4)
Mutually Valuable Relationships
86(1)
What Went Wrong?
87(3)
Implementing Efficient Work-with Processes
90(1)
Should In-house Design Groups Charge a Fee for Design Work?
91(4)
A Global Example of Working with Partners
95(3)
Credibility and Trust
98(2)
Chapter 8 Using the Design Brief in the Approval Process 100(11)
The Design Brief as an Outline for Approval Presentations
102(2)
Understanding the Final Approver
104(2)
Anticipating Objections
106(2)
What If You Can't Make the Presentation Yourself?
108(1)
What If You Are Just Not Comfortable Making Presentations to Senior Managers?
109(1)
A Final Word on Approvals
110(1)
Chapter 9 What Is a Design Manager? 111(17)
Developing a Framework for Design Management
112(14)
So, What's My Answer to the Question, "What Do You Do?"
126(2)
Chapter 10 Measuring Design Results 128(5)
Good Design versus Effective Design
129(2)
Value Measured in Dollars
131(1)
Measurement Phase
132(1)
Chapter 11 An Example of a Design Brief 133(28)
Project Overview and Background
135(1)
Category Review
136(3)
Target Audience Review
139(3)
Company Portfolio
142(5)
Business Objectives and Design Strategy
147(2)
Project Scope, Time Line, and Budget
149(9)
Research Data
158(2)
Appendix
160(1)
Chapter 12 Anticipating and Overcoming Obstacles 161(6)
Two Kinds of Obstacles
162(3)
Dealing with Obstacles
165(2)
Chapter 13 Creating a Plan for Moving Ahead 167(7)
Step One
167(2)
The PAR Formula
169(1)
A Master Plan Needs to be Specific
170(1)
Getting to the "Right" People
171(1)
Obstacle Planning
172(1)
Action Plan Formatting
172(2)
Chapter 14 Lessons from the Trenches 174(7)
DMI Seminars
176(1)
Using the Model as a Guideline for Change
177(4)
Appendix The Design Management Institute 181(4)
Selected Bibliography 185(2)
Index 187

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