A large portion (59%) of companies report that failed or delayed design projects are primarily due poor communication. Thus, how you communicate your needs is just as important as the design itself. The clearer the direction, the less time it takes to produce better results.
This ultimate guide will help you learn how to effectively brief designers so that you can meet your goals quicker and more easily. Whether you're working with a freelance graphic designer, a larger graphic design company, or an in-house team, the approach is the same. After this overview, you'll have all the information you need to feel confident about crafting an effective design brief that is easy to understand, offers all necessary details and helps get you designs you'll be eager to implement.
Why You'll Be Successful from Briefing Designers Ahead of Time
Before we delve into the content of what makes a successful design brief, let's discuss why a brief is necessary in the first place. When you skip a brief or settle for a vague idea, chances are a designer will have to guess what you're looking for, and guessing leads to errors, revisions, redos, delays on both your ends and frustration.
In contrast, when you prepare a strong design brief, you establish a roadmap which gets the designer started on the right foot and keeps them on track with you able to check in along the way. Instead of delaying addressing errors at the end, with a proper brief they'll never take place in the first place.
Don't worry about creating anything fancy, a comprehensive design brief simply needs to be clear, concise and comprehensive enough to answer all necessary questions.
What You Should Include When Briefing Designers
Next, let's break down the major components of a proper design brief. Each element gives the designer everything they need to succeed.
1. Project Goals
Before anything else, communicate what you hope to achieve from the design. Ask yourself:
Do I want new customers?
Am I seeking brand awareness?
Do I need to communicate what I'm selling or my services best?
Documented clear goals help establish how the designer should shape the work from the get-go. There will be a huge difference if your goal is to gain attention on social media versus if your goal is something going into a formal brochure.
2. Audience
Design is not one-size-fits-all; who the piece is for absolutely determines how it looks and feels.
For example, if children will be your audience, you'll need bright colors and fun typography. However, if you're marketing professional products for corporate executives, you'll want more conservative colors and fonts.
The more specific you can get about age range, interests, location etc., the more successful the design can be.
3. Style/Tone
Here is where you get creative; explain what type of creative direction you'd like. Should it be modern/minimal versus cozy/welcoming? Bright and busy versus minimalist and monochromatic?
Don't worry if you're not an expert; feel free to share designs you like or don't like. Sometimes explaining what you don't want is just as helpful.
4. Components
One of the biggest reasons designers waste time is because they sit around waiting for missing links such as text documents, logos and images. If you're able to have this pre-determined, it will save time down the line.
If you have a brand guide in place, use this section to provide it; if there isn't one, at least try to have your logo files-high resolution, any images—high resolution—and required text available. The better organized you are in advance with content and materials, the quicker things will go.
5. Deadline/Budget
Designers appreciate when they know their boundaries. Be honest when you're looking for something by and how much you're able to spend.
For example, saying "I want this done in two weeks" is better than "whenver you get a chance." Clear deadlines help prevent any last minute emergencies to meet expectations.
The same goes for your budget—just having a sense will allow designers to better scope their plans and tools accordingly.
How You Can Communicate Better When Briefing Designers
Communication beyond content is key to ensure both sides understand what's expected of each other throughout the process.
Here are some easy ways communication can flow better:
- Use layman's terms: No jargon or complicated terms unless the designer already knows them.
- Show examples: Pictures/images go a long way when explaining something that is sometimes lost in translation. Share samples, sketches and inspiration designs.
- Encourage questioning: A proper brief shouldn't feel one-sided—allowing designers to ask for clarification should something be confusing is encouraged.
- Provide early feedback: Don't wait until all work is done to express feelings—small corrections along the way will save time in the end.
What Mistakes You Should Avoid When Briefing Designers
Even with the best intentions, people often make mistakes in a brief. Here are some mistakes to avoid:
- Being too vague – “Make it look nice” doesn't explain much—be specific.
- Overloading on information – Too much can confuse designers; stick to what's most important.
- No timeline – Without a clear timeline, projects can last longer than intended.
- No examples – Designers are not mind-readers; a few examples save hours of work.
- Changing goals mid-stream – This confuses designers and negates work already completed.
Avoid these pitfalls and ensure your project heads in the right direction.
Simple Process When Briefing Designers Step-by-Step
Finally, here is an easy step-by-step process in order which will make things simple:
- Project goals first.
- Audience second.
- Style/type third.
- Components fourth.
- Timelines/budgets fifth.
Keeping everything in this order helps put your designer on track to providing you exactly what you want.
Conclusion
Designers may not seem like a big deal but it's one of the most important steps for any project. Taking time to create a cohesive brief saves time and reduces revision while helping the designs be exactly what they are set out to accomplish.
Remember that you're not just giving directions; you're establishing a collaborative effort between yourself and the designer. With positive communication and effective detailing, your projects will always turn out better than expected!
Cover Image Credit: Photo by Ivan Samkov from pexels
