The Ultimate Design Brief - 4th May 2010

Design work can only be as good as the brief a designer works from.
The best projects are borne from briefs that are open enough to inspire ideas, while being specific enough to feel workable. The tips below will guide you to providing a comprehensive & clear design brief. 

Firstly: Your business name, your full name and all contact details.

1. Title of item / project.
2. Delivery mechanisim & marketing objectives
3. Format (if known)
4. Budget & schedule
5. What are you providing the designer with: Photographs, product shots,
    (please check these are high resolution).
6. Description of target audience: Occupation, gender ratio, average age,
    nationality/location, lifestyle preferences.
7. Message objectives:  Provide any copy, show key headline/statement,
    indicate any desired visuals/product shots. 
8. Where to look for inspiration: What aspects of your company/brand are
    important in the look of the design, What feelings or metaphors reflect 
    the spirit of your product or company.
9. What you believe is not working with your existing 
     material. (if applicable) Give an example of what you do not like about 
    your current printed image, & why you feel the need to change.
 

Tips for briefing a designer

1. Don't prescribe solutions.
You are paying for the designer's ideas, so avoid the tempation to tell the designer what to do. Instead, be clear about what the item needs to achieve, so the designer can explore ideas, This is where you need the designer's expertise.

2. Consider the project in relation to your business as a whole.
It is often a good idea for reasons of consistancy to make sure that the overall image of your business is the same across all media. Nothing looks worse than say, a sign on your building sporting a different logo or colour to the graphic on your car! if commissioning a new identity/logo, make sure all stationary, signage, visual media & web reflect the new look . You do not wish to create a confused brand message to your potential customers.

3. Formalize design briefing:
Carefully word your brief in an email or printed doc, and use this as a reference point when you meet. It always pays to meet face to face particulary if you are a new client, or if the project is a large & involved one.