What to put in a design brief (and what to leave out)
The best projects I work on rarely start with a long brief. They start with a clear one. A good brief gives a designer enough to make confident decisions, without burying the important details under everything else you've ever thought about your business.
If you've never written one, it can feel like a test you haven't revised for. It isn't. You already know everything that matters. You just need to put it in the right order.
The six things a designer needs
What you do, in one sentence. Not your mission statement. A plain description, such as "We repair and service commercial kitchen equipment across Kent."
Who you want to reach. Be specific. "Busy restaurant owners who need a same-day callout" is far more useful than "businesses".
What this piece needs to achieve. A flyer that gets phone calls is designed differently from a flyer that builds awareness. Tell me which one you need.
What you already have. Your logo files, colours, fonts and any brand guidelines. If you don't have these, that's fine, but say so.
The practical details. Sizes, page counts, where it will be printed or posted, and your deadline.
One or two things you like, and one you don't. A competitor's brochure you admire, or a style you'd hate to be associated with. Examples save hours of guesswork.
A brief isn't about telling a designer what to draw. It's about telling them what problem to solve.
What you can leave out
You don't need to describe the design. Phrases like "modern but timeless" or "eye-catching" are hard to act on, because everyone pictures something different. Tell me what you want people to feel or do instead, and let the design do its job.
You also don't need your full company history. If a detail won't change what goes on the page, it can wait for a conversation.
The question most briefs miss
What happens next? If someone reads your flyer, visits your website or opens your proposal, what should they do? Call, book, buy or ask for a quote? When I know the action, I can design everything else to lead towards it.
A simple test
Before you send your brief, read it as if you'd never heard of your business. Could you explain what's needed to a friend in two minutes? If yes, it's ready. If not, add the missing piece.
Every service I offer comes with a short questionnaire that asks these questions for you, so you never have to start from a blank page. See all packages and prices or tell me about your project.
Comments