“A design brief is a written description of a project that requires some form of design.” – Peter L Phillips (Creating The Perfect design brief) ISBN-10: 1581153244
The same source also states;
“There is no single correct or preferred format for a design brief. I have seen really good design briefs that are totally narrative, written in paragraph form, and others that employ the bulleted list format.”
I have been looking in to good examples of design briefs and have found a website reminding me of the seven basic points to remember:
1. State your company and what they do
2. State the goal of the design
3. State your similarities and differences with your competitors
4. State your target market/demographics
5. State the copy, pictures or diagrams that must be included
6. State the appropriate design specifications
7. State benchmarks and styles to avoid
Stemming from this, I followed up with further research giving me a better look inside each point. I have outlined one of the best examples I have found below:
What does your business do?
Tip: Never assume that the designer will know anything about your company. Be clear and concise and avoid jargon when replying.
- What does your company / organisation do?
What are the goals? Why?
- What is the overall goal of the new design project?
- What are you trying to communicate and why?
- Are you trying to sell more products or get awareness of your product / service?
- How do you differ from your competitors?
- Do you want to completely reinvent yourself or are you simply updating your promotional material?
Tip: You should also provide old promotional material to assist the designer.
Who is the target market?
What are your target market’s demographics & phychographics? ie. the age, gender, income, tastes, views, attitudes, employment, geography, lifestyle of those you want to reach.
Tip: If you have multiple audiences, rank them in terms of importance.
What copy (text) and pictures are needed?
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 look into getting a professional copywriter / photographer – ask your designer for some recommendations.
- What copy needs to be included in the design? Who is providing the copy?
- What pictures / photographs / diagrams etc need to be used? Who is providing these?
What are the specifications?
- What size is the design going to be?
- Where is it going to be printed / used? The web, business cards, stationery, on your car?
- What other information should the designer know in regards to specifications?
Have you got a benchmark in mind?
- You should provide the designer with some examples of what you consider to be effective or relevant design even if it is from your main competitors. This will set a benchmark for your designer.
- Provide the designer with things not to do, and styles that you do not like or wish to see in your design. This will give the designer an idea of what to avoid and will avoid disappointment on your behalf.
What Is Your Budget?
- Providing a budget prevents designers wasting valuable time and resources when trying to maximise your budget.
- Providing the budget upfront also allows designers to know if the project is going to be worthwhile to complete. Make sure you are worth their time.