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Managing the Design Process-Concept Development by Terry Lee Stone

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Chapter 6Creative Briefs

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Creative Briefs Are Strategic Tools

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 ...

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