Graphics Reference
In-Depth Information
(excerpted from Managing the Design Process topics by Terry Lee Stone)
Computer scientists have a saying, “Garbage in, garbage out.” It means that computers
can process a lot of data output, but it will only be as good as the information that was
put into the system. It's pretty much the same in design. When creative is developed
from great client input, the results can be great. If not, well, it's a recipe for falling short
of the mark. Without a well-identified and articulated set of objectives and goals that
is rooted in thorough background and research information, a design can't grow out of
a solid foundation. There needs to be a summary of all the factors that can impact a
design project. It is well worth the time it takes to develop it.
What's in a Creative Brief?
In the best cases, a creative brief is created through meetings, interviews, readings,
and discussions between a client and designer. It should contain background informa-
tion, target audience details, information on competitors, short- and long-term goals,
and specific project details. A creative brief will answer these questions:
•Whatisthisproject?
•Whoisitfor?
•Whyarewedoingit?
•Whatneedstobedone?Bywhom?Bywhen?
•Whereandhowwillitbeused?
Without making a framework for the project, the designer won't be able to understand
the parameters or context that needs to be worked within. The creative brief provides
an objective strategic tool that can be agreed and acted upon. It can serve as a set
of metrics by which to judge and evaluate the appropriateness of a design. At the very
least, all the relevant project information is contained within a single document that can
be shared as guidelines for the entire client and designer project team.
Negative Impact of No Creative Brief
Any designer who simply launches into a design assignment without a proper briefing
doesn't have all the relevant facts and opinions to do a well-informed job. They are also
asking for trouble as work progresses. Approvals come with buy in; buy in is so often a
result of feeling included and asked for input. Sure, the odds are that they can design
something interesting and eye-appealing based on their gut instincts, but these solu-
tions are not grounded in solid understanding, and they are more easily dismissed by
both clients and target audiences.
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