What is a Design Brief?
A design brief is fundamental to all design projects, including message design, object design, environment design, and interactive experience design. It provides a structured approach to defining key project components, ensuring clear communication and alignment between the designer and the client.
In the double diamond design process, the brief appears in the middle, after the problem has been identified and the discover and define stages have been undertaken.
The Client
The basics
The client is the individual or organization that commissions the design work.
Example
A non-profit organization looking to distribute educational materials globally.
Remember!
The client's perspective may not always align with the end users' needs. Designers must carefully balance client expectations with human-centered design to create effective solutions.
The Client Need
The basics
This refers to the specific problem or requirement the client aims to address through the design project. It's the designer's job to understand and articulate these needs clearly.
Example
The client requires a physical education pack designed to support the learning needs of students in third-world countries.
Remember!
Client needs should be specific, measurable, and actionable. Vague needs can lead to misguided design efforts and unsatisfactory outcomes.
Audience
The basics
The audience are the people who will interact with or benefit from the design solution. It is important to describe the audiences characteristics, including their demographics, you may also detail their mindsets, habits and experiences.
Example
The audience is students in remote areas, who habitually engage in group study with physical materials due to limited resources. Their mindset is geared towards practical, collaborative learning, valuing durability and clarity in educational tools. Their experience is shaped by the reliance on shared, tangible resources, fostering a preference for culturally relevant and easily understandable content.
Remember!
Audiences are diverse and multifaceted. Assuming a one-size-fits-all approach to design can alienate parts of the target audience and reduce the effectiveness of the design.
Purpose
The basics
The purpose defines the overarching goal or objective of the design project, encompassing what it seeks to achieve for both the client and the end users.
Example
The pack aims to provide comprehensive, engaging educational content that can be easily utilised in a classroom setting or through self-study, emphasizing inclusivity and adaptability to various learning environments. The goal is to empower students with knowledge and skills that are crucial for their personal and community development, bridging the educational gap caused by resource constraints.
Remember!
The purpose should guide all design decisions. Misinterpreting the purpose can lead to a design that is visually appealing but fails to meet strategic objectives.
Context
The basics
Context involves the specific conditions, environments, or scenarios in which the design will be used. It significantly influences design choices and strategies.
Example
The educational pack is intended for use in remote and resource-limited settings of third-world countries. These environments are characterized by limited access to electricity, technological devices, and internet connectivity. Students and educators in these areas often rely on group learning sessions and community resources for education.
Remember!
When and where the design will be seen or used can have a signifcant impact on design decisions.
Design Criteria
The basics
Design Crriteria are the things that the design must achieve, consider or respond to. These can include economic, technological, time, social, cultural and legal/ethical factors.
Example
- Must use a combination of type and image that provides scaffolded, easy to follow information which is accessible to students within third world countries
- Must engage the audience and appeal to their conceptions of good design in relation to aesthetics and style
- The pack must be rigid and sturdy to maintain its condition during postage, handling and storage
- The pack must be culturally sensitive and reflect the values of the communities in which they are placed
Remember!
Constraints should be viewed as creative challenges, not obstacles. They often lead to innovative thinking and solutions that might not have been considered otherwise.
Deliverables
The basics
Deliverables are the tangible outputs of the design project. They include the final designs, prototypes, documentation, and any other materials specified in the design brief.
Example
An interactive educational pack prototype, alongside a presentation board outlining the key features and specifications of the design solution
Remember!
The presentation format of the final design solution must carefully consider the type of information that needs to be communicated about the design solution.