Why changing a design brief is like asking a builder to remodel, mid-project.
Imagine this… You’ve hired a builder to construct your dream home. The architectural details are finalised, planning permission is granted, the foundations are laid, and the walls are going up. Then, mid-project, you decide to add an extra room, move the kitchen to the other side of the house and completely change the first floor layout. You approach the builder with these changes, expecting a seamless transition. The builder – likely with a mix of frustration and disbelief – explains that this isn’t a minor tweak, it’s a major overhaul. Increasing costs, disrupting the entire construction process and delaying completion.
This scenario is a perfect parallel to what happens when clients change a design brief, mid-project. For professional creatives, a design brief is the blueprint of their work. It outlines the scope, goals, and vision of the project, providing a clear path from concept to delivery. When these parameters change, halfway through, it’s not a simple adjustment; it’s a significant pivot that can throw the entire project into disarray.
The ripple effect
Time and resources: These are meticulously planned. A sudden change means that previous work might need to be undone or redone, leading to increased hours and costs – this could mean reworking layouts, graphic elements, or even the core concept of the project.
Quality and cohesion: Continuity is key and each stage builds upon the previous one. Each element is crafted to fit within the initial brief. Changing the brief can result in a final product that feels disjointed and lacks the cohesive vision that was initially planned.
Morale and efficiency: Mid-project changes can also lead to frustration, a drop in morale and the risk of overlooked proof errors – especially when deadlines are already tight. Constant changes can lead to creative fatigue, reducing overall efficiency and enthusiasm.
Clarity is crucial
To avoid these pitfalls, clear and comprehensive briefs are essential. Just as you wouldn’t expect a builder to remodel your house on a whim, it’s crucial to respect the creative process by thoroughly considering and agreeing the design brief, before work begins.
If changes are absolutely necessary, it’s important for clients to understand the likely implications. This transparency helps manage expectations, adjust timelines, and ensure that the final product remains true to vision.
Committing to a clear and detailed brief, from the outset, ensures a smoother, more efficient process, resulting in a final design that truly meets client needs and expectations – not “the house that Jack built”.
