Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage (Paperback)

~ (Author) "During the course of teaching my seminar, "Creating the Perfect Design Brief," I have learned that people use a variety of terms for what I..." (more)
Key Phrases: Creating the Perfect Design Brief, John Tyson, Artemis March (more...)

Editorial Reviews

Product Description

From Laundry List to Strategic Business Tool

Peter L. Phillips Reveals the Secrets Behind Successful Design Briefs

The design brief has finally been de-mystified! Once considered a simple set of directions that was handed down to the designer by a disengaged manager, it has evolved into a multi-lateral, strategic business tool. The creation of these super briefs is the subject of a new book by author Peter L. Phillips entitled "Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage." The first title to analyze the secrets of successful design briefs and their management, this book successfully and comprehensively outlines a document, a process, and a discipline that places strategic thinking and objectivity at the core of a relevant design project or program—using words, concepts, and criteria every business manager will understand and appreciate. Published by Allworth Press with the Design Management Institute, Phillips’ book is a critical tool not only for designers and design managers, but for marketing, marketing communications, and engineering managers involved in a design project.

Many organizations still view design merely as a decorative service function and overlook its vast potential as a core, strategic business resource. The design brief can help designers and managers change that perception by making each stakeholder part of the creation process. Creating the Perfect Design Brief covers all the essential elements of the brief: assembling the team; developing the design brief; project overview; category review; target audience review; company portfolio, business objectives; phases; scope, time line, and budget; and research data. Designers and design managers will learn how to:

• Rethink design, and design management as a strategic process
• Establish mutually valuable relationships with the design brief team
• Receive substantial and timely input from upper management
• Create a design brief that can deal with changes
• Use the design brief in project tracking and as a tool to measure return on investment.

From the Publisher

According to a recent survey by the Design Management Institute, development of truly useful design briefs is one of the top ten issues that design professionals struggle with on an on-going basis. This book reveals what every design manager must know to build and develop a strategic, business relevant design organization and process.

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Product Details

• Paperback: 224 pages
• Publisher: Allworth Press (March 1, 2004)
• Language: English
• ISBN-10: 1581153244
• ISBN-13: 978-1581153248
• Product Dimensions: 8.9 x 6 x 0.6 inches
• Shipping Weight: 12.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #77,414 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

5.0 out of 5 stars Excellent and valuable read, June 18, 2007

By	AJT "Kiwi That Flys" (California) - See all my reviews

I found this book after looking for a book that would help me in leading an in-house design firm at a non-profit. I think I instinctively knew some of the key principles in this book - however this book really spelled those out and gave me the tools to begin to implement them.

Fundamentally the author's point is that designers must learn to deliver real value for the organization and in a language non-designers understand and appreciate. A well constructed design brief is the vehicle through which much of this can happen. As a result, "do you like it" is less likely to be the question we ask, rather it should be "does this solve a business problem".

A simple but invaluable read, this book is designed for those of us who wrestle with the tension of leading designers who want space to be creative at the same time as we wrestle with "clients" who seemingly don't know what they want until they see the finished product - which of course they don't like.

Well worth the read and highly recommended

0 of 1 people found the following review helpful:

4.0 out of 5 stars Very good, June 13, 2009

By	Carolyn A. Henry (Glendale, AZ) - See all my reviews (REAL NAME)

This book goes into great detail about the aspects of a design brief and explains why briefs are good. I recommend it for those who are curious about writing briefs or who want to improve their skills in briefs.

4 of 9 people found the following review helpful:

4.0 out of 5 stars Good book., August 18, 2006

By	Brianne R. Setlak "SetlakDesignz" (Fairmont, WV) - See all my reviews (REAL NAME)

This book was very helpful and precise. I work for digital media designers, so this book not only helped me improve my skills, but helped me look more professional. :)