EPD 2/3 | Creative Briefs and Design Principles

Formal Brief

A written document detailing specific goals and requirements for a design project.

Informal Brief

A casual conversation or phone call where a designer gathers requirements and project objectives.

Design Brief

The starting point for a design project that defines the scope, audience, and goals to minimize misunderstandings.

Creative Thinking

The process of observing the past and combining related or unrelated elements to create a new perspective.

Diversity (in design)

Seeking opinions from people with different talents and experiences to generate a wider range of ideas.

Perspective (in design)

Viewing a subject from a unique or unusual angle, such as extreme foreshortening.

Association

A technique of listing related items—like colors or textures—to compare similarities and differences.

Mood Board

A collection of photos, materials, and text used to establish the visual style of a design project.

Rule of Thirds

An artistic principle used to identify the focal point of a composition.

Rule of Odds

An artistic principle used to create more intriguing and balanced compositions.

Culture (in design)

Incorporating popular trends, social conventions, or street vernacular to appeal to an intended audience.