A design brief should primarily focus on the results and outcomes of the design and the business objectives of the design project. It should not attempt to deal with the aesthetics of design... That is the responsibility of the designer.
The design brief also allows you (the client) to focus on exactly what you want to achieve before any work starts on the project.
A good design brief will ensure that you get a high-quality design that meets your needs. If you answer these questions below in an ordered and detailed fashion, your design brief will be 90% done... the other 10% will come from further questions from the designer after you submit your brief.
Have fun answering the questions and remember, provide as much detail as possible! This does not mean one line answers.
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 ARE THE GOALS? WHY?
TIP: You should also provide old promotional material to assist the designer.
WHO IS THE TARGET MARKET?
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 – sales rep for some recommendations.
WHAT ARE THE SPECIFICATIONS?
DO YOU HAVE A BENCHMARK IN MIND?
WHAT IS YOUR BUDGET?
WHAT IS THE TIME SCALE/DEADLINE?
TIP: Rushing design jobs helps no one, and mistakes can be made if a complex job is pushed through without time to review; however, there are times when a rush job is needed, and in these cases you should be honest and upfront about it.
THINGS THAT CAN SAVE YOU TIME & MONEY
• Providing digital text that has already been proofread.
• Providing high resolution photos and vector version of your logo (preferred file formats include .ai, .eps, or .pdf). This will prevent rework and/or recreation of artwork/logos.
• Visit Thinkstock.com to preselect artwork or ideas.
TIP: These are all the things that a designer will need to get started on a project. Providing these elements upfront can speed up the time spent by the designer.
• When submitting changes to a design, be specific and clear about copy changes, placement of things and what you are expecting to be revised.