How to write a good design brief to get the design you want! How do you get exactly the design you want? The ideal design you envisage in your mind, the one to take your business to the next level? A good creative design brief is the answer.

A thorough design brief is the single most critical factor to ensure your project is successful.

What is a design brief?

A design brief is critical to the success of any creative design project as it provides the designer with all the relative information needed to exceed expectations.

A design brief needs to focus on the results and outcomes of the design and the overall business objectives of the project.

It should not attempt to suggest how the aesthetics of design could look… that’s the designer’s responsibility.

As a client, the design brief allows you to focus on exactly what you want to achieve from the design project, before any work begins.

A good design brief will ensure you get a professional design that meets your business requirements.

How to write a good design brief

The questions below are designed to help you crystallise your thoughts and provide your designer with a complete creative design brief.

Please make sure you have fun answering the questions and remember, provide as much detail as possible!

1. What does your business do?
• What does your company do?
• What is your company’s history?

Tip: Don’t assume the designer will know everything about your company. Be concise and avoid jargon.

2. What are the goals? Why?
• What is the overall goal of the design project?
• What do you want to communicate and why?
• Are you looking to sell products or increase brand awareness of your product or services?
• How are you different from your competitors?
• Are you looking to rebrand or simply updating your promotional material?

Tip: Give the designer copies of all your current marketing material.

3. Who is the target market?
• Map out your target market demographics? e.g. age, gender, income, tastes, views, attitudes, geography, the lifestyle of your potential customers.

Tip: If your market has multiple audiences, list them in order of importance.

4. What copy (text) and pictures are needed?
• What copy do you need to include within the design? Where is the copy coming from e.g.your marketing department?
• What pictures/photographs/diagrams etc. need to be used?

Tip: The copy and pictures used in a design are as crucial as the design itself and you should clearly state who is going to be providing the copy and pictures if needed. You may need to consider engaging a professional copywriter or photographer – ask your designer for some recommendations.

5. What are the specifications?
• What size/format is the design going to be?
• Where is it going to be used? On the internet, stationery, marketing brochures on your car?
• What other information can you give the designer?

6. Have you got a benchmark in mind?
• What other material do you consider would assist the designer. This could be your competitors’ brochures.
• Remember things not to do are just as important, for example, styles that you do not like or wish to see in your design.

7. What Is your budget?
• Providing the budget upfront allows designers to advise if the project is going to be possible to complete.
• Providing a budget allows designers to match valuable time and resources to maximise your budget.

8. What is the time scale/deadline?
• Make sure you give the designer a detailed schedule of the project. Set a realistic deadline for the completion of the work. Always take into account the different stages of the design project for example consultation, concept development, proofreading, production and delivery.

Tip: Rushing a design job through helps no one and mistakes can arise, especially if a complex project is pushed through without time for reviewing it.

Occasionally, there are times when a job needs to be completed quickly. In these cases, you should be honest and clear with your designer.

Now that you know how to write a good design brief, give it a go and email us!