A good brief doesn’t need to be long or clever. Answer these few questions and you’ll save time, money and a few rounds of “almost there”.
The best design starts with a good brief. Not a twenty-page document, just clear answers to a few simple questions. The clearer the brief, the fewer rounds of changes, and the closer the first designs land to what you had in mind.
Here’s what to cover. A few lines on each is plenty.
What does your business do, and for whom?
One or two sentences is enough. “We fit kitchens for homeowners across Warwickshire” tells a designer far more than a mission statement.
What do you need, exactly?
A logo, a website, a six-page brochure, a set of social posts? If you’re not sure, describe the problem instead. “People visit our website but don’t get in touch” is a brilliant starting point.
Who is it for?
Describe the people you want to reach: where they are, what they care about, and what might put them off. Design for a retired homeowner looks very different to design for a busy site manager.
What should people do next?
Call you, book online, visit the shop, or simply remember your name? Every piece of design works best when it has one clear job.
What do you already have?
Logo files, brand colours, photos, existing words, a website login. Even rough notes help. If something exists but you don’t like it, say so, and say why.
What do you like, and what don’t you?
Share a few examples of design you like, from any industry, and a couple you don’t. “I like this because it feels calm and simple” is far more useful than “make it pop”.
A clear brief is the quickest route to design you’re happy with first time.
When do you need it?
Give the real deadline, and mention anything fixed like a print date, an event or a launch. Working back from a date makes planning much easier for everyone.
What’s your budget?
It can feel awkward to share, but a rough budget helps a designer recommend the right approach rather than guessing. There’s usually more than one way to solve a problem, and a budget helps pick the right one.
Don’t worry if you can’t answer everything
A brief is a starting point, not a test. A good designer will ask follow-up questions and help fill in the gaps with you. Bring what you have, and we’ll work out the rest together.
