Then we share what we notice with you all in hopes that you might notice them too.
Sep 28, 2009 | Richard Bird | 0 Comments

Our client design briefs are, generally, quite complete and fully understood. (When they are not, we follow our own survey form to facilitate writing a brief.) As a result, we are able to write a concise project proposal that outlines goals for the first step, expected outcomes and parameters for the following steps.
Our first phase creative explorations can then be quite broad. All options are viable concepts and fully address all the parameters listed in the project brief. Curiously, feedback sometimes avoids comment on what has been presented and, instead, focuses on what has not been presented.
When this happens, phase one feedback suggests a broader range of exploration, rather than a process to narrow the field through careful refinements. This is both counter-productive for the project as well as unprofitable for the designer; creating an impasse.
There needs to be structure in the way early concepts are evaluated and how feedback is communicated. From both sides of the equation, let’s look at how improve the effectiveness of Phase One evaluation and feedback:
Designer: Rationalize the Phase One Concepts
Though, it might seem to be apparent from the project brief and approved proposal, be sure that Phase One ideas are, one-by-one, supported with a written, objective explanation as to how they answer the parameters of the brief and why they are being recommended. Avoid subjective terms, such as, “we like.” Provide written reasoning as to how each concept achieves the goals agreed upon in the original brief and the project proposal. It needs to be in writing even when there is a verbal review, since the designer will not be present to support the concepts as they progress through the client organization.
Client: Evaluate Each Concept
Likewise, the client should respond in writing to each one of the concepts presented. What are the Pros and Cons, Positives and Negatives, Assets and Liabilities for each concept? (Avoid subjective answers, such as “we don’t like…”).
In this way, each concept will have a better chance of moving forward into a refinement step that is more rationally defined and the project will be less likely to expand and create issues with timing or cost. Even the feedback on concepts that don’t move ahead is valuable and will help to build better understanding of overall decision-making.
Concept Rationale and Feedback
Follow a simple, written framework to support each concept and facilitate more concise feedback for Phase One design presentations. A good way to do this is to include the concept rationale on the same page as the concept. Encourage the client to do the same on the return. Here’s an example:
Example: Concept Rationale and Feedback (PDF)
Discipline
Both Designer and Client must be disciplined to provide written rationale and detailed feedback. It is all too easy to allow familiarity to become an excuse for shortcuts.
Finally, remember that refinement steps are generally expected to narrow the field of options and not to expand on them. If the latter is happening, then it could be an indication that the phase one brief was not sufficiently detailed or the phase one concepts presented were not fully understood.
0 Comments
Sep 23, 2009 | Richard Bird | 1 Comments
Sometimes (wink, wink, nudge, nudge, say no more) it’s difficult to get decision-makers to focus on the big-picture and to avoid the distraction of details. This is especially true early in strategy or concept development. Here are some suggestions:... continued »
Jul 10, 2009 | Richard Bird | 0 Comments
Came across this astounding find last weekend at my local hardware store. The Scotts Company has launched a new product line under its killer Ortho brand called, EcoSense. Sounds like a good idea, but certain labels within the product... continued »
Jul 8, 2009 | Richard Bird | 1 Comments
On the P&G Preferred Vendor Proposal: Marketer’s plan to pre-approve production companies called ‘absurd,’ ‘shortsighted’ Count me in on “absurd” and “shortsighted.” This initiative from P&G seems to be aimed, first, at producers rather than strategists, but still unsettling. As... continued »
Jun 17, 2009 | Richard Bird | 1 Comments
In college, I studied fine art: Drawing, painting, and printmaking. I even traveled to Rome and Florence to study art history. As an aspiring illustrator, I had three significant influences at the time: Leonardo, Frazetta and Dean. Today, while... continued »
Jun 1, 2009 | Richard Bird | 1 Comments
Late this evening, I made the time to review a presentation by Alessandro Finetto, Director Global Consumer Design, Whirlpool Europe, at DMI’s Realities conference 13 in Europe. My big takeaway from Mr. Finetto’s presentation is this: He knows, instinctively... continued »
May 25, 2009 | Richard Bird | 6 Comments
Inspired by this article in the New York Times, I’m going to try some creative marketing and offer our book on package design, Patterns:The Book, at a special price every Tuesday! According to author, Motoko Rich, Amazon (via the... continued »
May 22, 2009 | Richard Bird | 0 Comments
I’ve always been fascinated with web site analytics. My favorites, I rely on every day, are: * Mint, and * Google Analytics Now, add to that list: * Quantcast Quantcast is very interesting, because its data analysis and presentation... continued »
May 14, 2009 | Richard Bird | 0 Comments
Lately, we’ve found ourselves looking, first, to digital or online publishing before anything else. Why? Practical reasons, really: faster, more portable, easily updated. My current favorite for R.BIRD publications is ISSUU. Publisher and user experience seems flawless and there... continued »
Jan 15, 2009 | Richard Bird | 2 Comments
Wacky Packages, first introduced by Topps Chewing Gum nearly 40 years ago, are back in the form of a coffee-table-worthy book to be prized by casual curators everywhere. Wacky Packages were a series of stickers and gum cards made... continued »
Miss something? Check the archives »