Creating the Perfect Design Brief
Adapted from Creating the Perfect Design Brief: How to
Dateline: June 14, 2005
What is a design brief?
A design brief is a written document outlining, in complete detail, the business objectives and corresponding design strategies for a design project. Some prefer the term creative brief. Among a number of other things, the most critical elements of a design brief are: a complete description of the projectwhat is it that is trying to be done; why is this needed now; what business outcomes are expected; who is this being done for (the target audience); and who are the key stakeholders in this project. The design brief must also address current industry trends, the competition, scope, time-line, budget and measurement of success metrics.
How does a design brief differ from a marketing plan (or brief) and a request for proposal (RFP)?
Who is responsible for developing, or writing, the design brief?
I traditionally have very short time periods to complete a project. Do I always need to develop a complete design brief?
What are the best ways to measure the effectiveness of a design solution?
After a design brief is created and approved by appropriate stakeholders, what happens if a situation develops that requires changing the approved brief?
Adapted by permission from Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage by Peter L. Phillips. This book is published by Allworth Press. For further information or to purchase this book at a 20 percent discount, visit Allworth Press.