Setting Expectations and Limitations in a Design Brief
Successful design implementation is about the whole, not the parts. If you wear a $2,000 suit with the wrong pair of shoes, you’ll be remembered for the shoes and not the suit. Inconsistency raises doubt, and doubt makes people wary. Successful design means doing a few things really, really well.
The Apple logo doesn’t single handedly make the brand successful. Apple is successful because it engages and behaves consistently with its users across all channels of its brand ecosystem to earn both their attention and participation through experiences. In order to attain that consistency a brand must begin by setting expectations and constraints.
Brand expectations and limitations are set in a design brief.…
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