What to include when writing a design brief – useful tips

Have you been tasked with writing a design brief and are not sure where to start or what to include?

The following article covers what could be included in a written brief to make it effective.

Top line points to consider:

• Project objective
• What would success look like
• Content outline
• Budget

First things first – do not start writing the design brief

Talk to your designer first about your initial ideas and the reason for the project. Clarify the need for design and verbally discuss the scope of the project. Your designer will flag up anything that might need further consideration before writing the brief.

For example, it might seem obvious that the end deliverable should be an A5 flyer. However, a discussion with a designer might reveal alternative options for the end deliverable that could be even better.

For example, a discussion about the method of distribution might reveal that a different format would be more cost-effective to post.

In some cases, the designer will offer to write the brief for you. I often do this. The pressure is lifted off and gives you time back rather than struggling to write something yourself.

If you still need to write a brief, the following suggestions will help the designer understand what you need.

What to include when writing a design brief – the introduction

Include an introduction to the project with some background information to set the scene.

1 – State the need for design

Introduce why you are writing a design brief. The nature of the project may be creating brand-new designs or updating previous materials.

If you are starting from scratch, state the reason design is required. If you are updating or changing a current design, begin by summarising the reason for the change.

2 – Project objective

State in a few words the problem that needs to be solved. It will give the designer the ability to find an effective solution rather than creating designs without a clear direction. It also gives a benchmark to measure the success of the project.

The objective might be to make a design look up-to-date, to present content that will stand out at a conference, to make the visual identity of the company more in line with its culture, or to make a slide deck more visually engaging.

3 – What will success look like

State in a few words what a successful design outcome will feel like. What difference will it make to the project? Consider what would it be like if you didn’t use a designer to help.

What to include when writing a design brief – content outline

4 – Project outcome

State what the expected deliverables are. That might be a printed piece, a pdf download, logo files with a brand guide, PowerPoint slides, or digital graphics ready for upload.

5 – The content

State how and when the content will be supplied. If appropriate, supply the content with the brief. If the content is not ready at the time of writing the design brief, supply a summary of the content or headings. Include the key messages in order of importance to help the designer make strategic decisions about the approach.

6 – Graphics and images

It is important to supply any company logo files and brand graphics if relevant. State how and when any graphics, logos, or images will be supplied. If you have a company library of images or icons that can be used, state this and how they will be supplied.

7 – Company information

Supply the company website address and social media profile links for reference if available. Describe the company model and what it delivers to its clients. It is also useful to share any testimonials or feedback from clients so the designer can understand the relationship the company has with its clients and get a feel for the company’s personality.

What to include when writing a design brief – budget

If possible, state the budget for the project. It is helpful to know what the project is worth which will depend on the difference it will make to the company.

The budget will affect what the designer can offer. For example, the budget may allow for a copywriter to be hired and perhaps a photographer. There is little point in the designer sourcing these options if you know budget will not allow for extras.

If it is not possible to give a budget, you can give a maximum/minimum range you can work towards. Or ask for graded options for consideration.

The designer will either offer a project fee or state an hourly or daily rate depending on the scope of the project.

To summarise

• Talk to the designer first before writing a full brief. They may be able to write it for you
• You need to state the project objectives and desired outcomes
• You will need to supply company graphics if you have them and any brand guidelines
• You will need to plan how content will be supplied including images
• If possible, give the budget for the project

If you would like to discuss a potential brief or would like help writing a design brief contact me to arrange a call: contact details