How to write a design brief that gets you the result you want

“Make it modern and eye-catching.” This is the brief behind many disappointing design projects. The designer guesses, you don't like the guess, and both of you lose time.

A good brief doesn't need to be long. It needs to answer the right questions. Here is a simple structure you can fill in in about 20 minutes.

1. About your business

What do you sell, and to whom? What makes you different from your competitors? Two or three sentences are enough.

2. The goal of this project

What should this design achieve? More sales, a more premium image, a product launch, clearer communication? A design with a clear goal is much easier to judge.

3. Your audience

Describe your ideal customer: age, lifestyle, what they care about and where they will see this design. A design for young online shoppers looks very different from one for corporate buyers.

4. What you need delivered

List the exact items: a logo, business cards, a menu, a flyer, social media templates. Add sizes, quantities and where each will be used (print, web or both).

5. Style direction

Share two or three examples you like, and one or two you don't like. Explain why in a few words. “I like the calm colors” is more useful than “I like this one.”

6. Must-haves and limits

Existing colors or logos you must keep, text that must appear, deadlines, budget range and any technical requirements from your printer or platform.

7. Who decides

Name the person who approves the work. Projects slow down when feedback comes from five people with five different opinions.

A good brief is a shortcut

A clear brief gives your designer a direction from day one. You get stronger first concepts, fewer revision rounds and a result that fits your business.

If you'd like, send me your answers to these seven points, and I'll turn them into a clear plan and a quote for your project.