If you have read my last post design woes, you would be well aware that most of the aforementioned troubles stem from bad briefs or virtually and may I add conveniently non-existent ones. (reminds me of the emperor’s new brief … oops clothes).
The internet is abound with great articles to address these needs like say 7 tips to the weave the perfect brief (no pun intended, again). Well, the truth is that if so many people are doling out advice on how to write a good brief then obviously its’ serious business. But its’ amazing to see how often we just move headfirst into a design project without this quintessential catalyst.
Its like putting forth a classified; unless your requirements are clearly specified,would you ever get the right response? And I read this somewhere that a design can be as good as the brief that evoked it.
The most important thing to understand is that design is not the postscript of a marketing plan and definitely not about prettifying objects and spaces but a strategic tool to convey a brand promise/message and to evoke responses and achieve tangible results.
Even the simple task of designing a hairbrush can ensue a whole lot of considerations to be successful. E.g.: Design a hairbrush for Zaha Hadid. This statement is already loaded with cues for the designer. Since its Zaha Hadid — I could do a whole background – lifestyle study to develop my own parameters. However the better idea is to tell me at the outset in greater detail the requirements. Why does she need a new hairbrush designed? Which is the one she is currently using and why she wants to change it? What is the context of use — a carry around hairbrush; then I would need to know what she would carry it around in, her handbag – its size etc. Or is it to be placed on her dresser — then I would need to know what type of dresser it is etc. What is the condition of her hair thick/thin falling etc? Based on these answers I would know if a brush is really the right solution or a comb would be better or maybe a device that tames unruly hair.
The moot point is that if the brief is well delineated I could actually come up with a solution that is wholistic and not symptomatic. There can be a gazillion solutions but the specificity of the brief will determine how successfully we can find the near perfect one.
Mentioned below are questions for all marketing know-it-alls and unsuspecting designers to clarify before embarking on a design journey.
A statement of purpose explaining:
Who you are, your brand/ essence – its message- its history etc
What is to be done?
What is the context?
Why is it being done – what is the purpose of this exercise?
Who is it being done for (target group)?
What is the perceived competition and what are your USP’S that set you apart?
The scope, deliverables, budget & timelines.
(Please, let these be realistic — after all we are not magicians pulling out rabbits from hats.)
Statutory Warning: Please abstain from sending reference images with a can we-do-this note and can we do it in mera wala blue – it’s bad for the designer’s health and it’s the demise of the design.
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P.S: Had attempted to design a hairbrush for Zaha Hadid (am a self confessed fan of her work). It was a purely formal exercise to study design styles and their objective interpretation.
sliver
design broadcast 
Ahem…on a lighter note, does Ms. Hadid ever need a hairbrush?! It usually looks the hair is more air-brushed! 😛
such well written columns… how do u do it??? put ur act together n write a book on design ideology/essence…wat say…