The end of the “briefing” and “the client” in graphic design.

Abstract

In design teaching, “the client” is a very distant figure, that edits a briefing and stays waiting for the answer that should be delivered before the “deadline”. The problem is: this professional scenario does not exist. So, part of the education of a designer should be in awaken future practitioners to the need to identify possible opportunities matching their skills. The “brief” is not a “to do” job. Is a problem to be solved. According to our study, professional designers acknowledge clients to be a very significant part of the final work produced and see them as co-authors. Students should be enrolled in task with a high degree of complexity. Led to analyze data, understand the environment, discover problems and opportunities. There should be no briefing but an open call for action in a certain area or context.