Starting a design project can feel overwhelming if you don't know how to communicate your vision clearly. A well-crafted brief is the foundation for success. It guides the designer, saves time, and ensures the final product matches your expectations.
A design brief is more than a list of wishes. It is a clear, focused document that explains what you want, why you want it, and how it should work. Without this, designers may guess your needs, leading to wasted time and frustration.
A strong brief helps:
Think of the brief as a roadmap. The clearer it is, the easier the journey.
Start by describing the project in simple terms. What is the design for? A website, logo, brochure, or product packaging? Explain the purpose and how the design will be used.
Example:
"We need a logo for a new organic skincare line that appeals to young adults who value sustainability."
Who will see or use this design? Describe the audience's age, interests, values, and habits. This helps the designer create something that connects with the right people.
Example:
"Our audience is mostly women aged 25-35, interested in eco-friendly products and natural beauty."
What do you want the design to achieve? Be specific. Do you want to increase brand awareness, drive sales, or communicate trust?
Example:
"The logo should convey trust and natural ingredients, encouraging customers to try our products."
Describe the look and feel you want. Use adjectives like modern, playful, elegant, or bold. Include examples of designs you like or dislike to guide the style.
Example:
"We prefer a minimalist style with earthy colours. Avoid anything too flashy or complicated."
Specify what you need from the designer. This might include file types, sizes, or versions for different uses.
Example:
"We need the logo in vector format, plus versions for social media and packaging."
Be upfront about your budget and deadlines. This helps the designer plan their work and suggest solutions that fit your limits.
Example:
"Our budget is $1,000, and we need the final files within four weeks."
Share any relevant details about your brand, competitors, or previous designs. This context helps the designer understand your market and avoid repeating what's already out there.
Example:
"Our main competitors use bright colours and bold fonts. We want to stand out with a softer, more natural look."
Use simple, direct language
Avoid jargon or vague terms
Break information into sections or bullet points
Include visuals like mood boards or sketches if possible
Ask questions to clarify any uncertainties
A brief is the start, not the end. Keep communication open throughout the project. Give timely feedback and be specific about what you like or want changed.
For example, instead of saying "I don't like this," say "The colours feel too bright. Can we try softer tones?"
Regular check-ins prevent surprises and keep the project on track.
Being too vague or general
Changing the brief mid-project without discussion
Ignoring the designer's expertise and suggestions
Overloading the brief with unnecessary details
Failing to set clear deadlines or budgets
Avoiding these pitfalls saves time and improves the final design.
A small bakery wanted a new logo to attract more customers. Their brief included:
Project:
Logo for a bakery specialising in artisan bread
Audience:
Local food lovers, ages 30-50
Goals:
Show craftsmanship and warmth
Style:
Rustic, hand-drawn look with warm colours
Deliverables:
Logo in vector and PNG formats
Budget:
£800
Timeline:
Three weeks
Result:
The designer created a logo with a hand-drawn loaf of bread and warm brown tones. The bakery saw a 20% increase in foot traffic after launching the new brand.
A clear, detailed brief sets the stage for a successful design project. It helps the designer understand your vision and delivers results that meet your needs. Take time to prepare your brief carefully, communicate openly, and respect the designer's expertise.
At Jones Digital Design Agency, we make the briefing process easy. Get in touch with us to discuss your project and receive expert guidance every step of the way.
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