Briefing: A Gestão do Projeto de Design

by Peter L. Phillips

Há quem pense que a criatividade não possa ser formalizada, normalizada ou descrita. Este é um dos motivos pelos quais designers ainda hoje relutam em produzir um briefing antes de começar seus trabalhos, assim como as empresas acreditam que isto seja uma perda de tempo.
Contudo, um bom briefing pode poupar muito trabalho e evitar problemas burocráticos durante a criação. A estruturação de recursos e objetivos guia a criação não restringindo-a, mas fundamentando e potencializando os resultados obtidos.
De forma clara e concisa, o livro auxilia profissionais a entenderem a importância do briefing e como produzi-lo de maneira eficaz. Escrito baseado na experiência profissional do autor, é fácil identificar paralelos com o cotidiano das empresas e dos designers.
Para os estudantes, o livro é uma forma de familiarizá-los com o briefing, para que eles entrem no mercado de trabalho conscientes da importância desde planejamento prévio que, muitas vezes, é negligenciado nas escolas.

Genres: Design, Art, Nonfiction, Business

208 pages, Paperback

First published January 1, 2004

Reviews

[Akef Rahmati · Rating 3 out of 5]

موضوع اصلی این کتاب درباره اینه که در حرفه دیزاین چگونه با کارفرما و سفارش دهنده قرارداد و پروسه کاری رو بنویسیم و چگونه همه چیز رو واضح و دقیق در گزارشی با اصطلاح “دیزاین بریف” -که اسم کتاب هم هست- ثبت کنیم تا کار روند راحتری داشته باشه. کتاب خیلی خوبیه اما شاید در عمل برای هر دیزاینری این تئوری در هر شرایطی نتونه اجرا شه و یا شرایطش محیا نباشه. به نظرم این کتاب برای تیم های بزرگ طراحی که با مشتریهای حرفه ای تری روبرو هستند کاربرد بیشتری میتونه داشته باشه.

[Hanie · Rating 3 out of 5]

جونم بالا اومد تا تمومش کردم.
از ناشری که در‌مورد دیزاین دغدغه‌مند بوده و کتاب ترجمه و منتشر کرده تو این حوزه انتظار می‌ره بدیهیات دیزاین رو بفهمه. مثلاً بدونه نباید با این فونت و این سایز و این فاصلهٔ خطوط و این قطع کتاب چاپ کرد. 💆🏻‍♀️
مطالب جالب و مفیدی داشت، اطناب و تکرار هزاربارهٔ یک حرف با جمله‌بندی.های متفاوت کمی اذیتم کرد، خوندنش مفید و شاید لازم بود.
مرسی از کسی که بهم پیشنهاد داد بخونمش و قرضش داد. 😌

[Andrew · Rating 3 out of 5]

I came to this book looking for advice on how to produce better creative briefs, and I wasn't disappointed. But once you get past the nuts and bolts aspects of writing a complete and useful brief, much of the book's attention is devoted to how one proves design's worth in a corporate environment. I have the good fortune of working for a small studio where design is not constantly battling to have a seat at the table. But most of our clients are large corporations, so it was interesting to get a sense of how design is often viewed in their ranks.

There is plenty of good information to be found in this book, but most of it is geared towards designers working in a corporate environment. Freelancers and employees of small studios will need to tailor the lessons of the book somewhat to be applicable to their setting. There is at least one universal tenet that every reader can walk away from this book with: "Design is a problem solving discipline", not a strictly artistic one.

[Cláudia Cunha · Rating 4 out of 5]

Mais do que um livro sobre a formulação de briefings, é um livro sobre a atuação estratégica dos designers dentro das empresas. É uma leitura interessante para repensar o papel do designer para além da parte estética de um projeto.

[Mojtaba]

کتاب جالبی است

[Fabs · Rating 5 out of 5]

Um livro excelente para quem quer se aprofundar no estudo do briefing e essencial para todo designer aprender a se posicionar e valorizar a nossa profissão no mercado.

[Fatma · Rating 3 out of 5]

یه سری نکاتی داشت که کمک کنه ولی فقط از کلمات قلمبه استفاده کرده که انگار کتابو پر کنه، خیلی پیشنهاد نمیکنم

[Max Oliveira · Rating 2 out of 5]

Pretty disposable book, specially if you not a 'in-house' Designer.

The first half can get you one or two tips on how to sharpen your briefings, but aside from that, the book circles on ambiguous arguments on how Designers should not expose their work as mere artistic services to the client, while the author surely seems to believe that artistic endowment is exactly what design is all about. Like if we were to hid such trait from the other mangers at the company. The author seems to know this view is wrong, but fails to know what is exactly that design do, so his arguments end up getting really empty in some points of the book.

It also feels a little dated, considered how the mindset of many CEO's and Business Managers changed after de Apple shares boom and the widespread of Design Thinking in the first half of the 2010's.

Freelance/Studio Designer - NO
In-House Designer - Maybe, if you really don't have anything else more to read.

[Widgets & · Rating 5 out of 5]

An essential guide to aligning the needs of the design team with the needs of the client (oops make that 'business partner' according to Mr Phillips). Many great insights and useful tools to make the design process successful.

[Tracy · Rating 4 out of 5]

Great book, very helpful. It's not just about how to write a great design brief but also about the importance of showing how Design adds value and is a strategic partner in meeting business objectives. Good stuff!

[Mike Bell · Rating 2 out of 5]

Not exactly a quick read, but worth it. Many insights on the process and stakeholders in creating a brief.