When you’re starting on a new design project, it is of the utmost importance that you get a detailed design brief. This is the first thing that must be done, before you even think about picking up your sketch book or computer. There are two reasons for this:

• First, it ensures that you, the designer have point a of reference, giving you key points to focus on
• First, the client. knows exactly what they want to achieve from there project.

This will save you time and therefore the client saves money. The main point of the matter is: The more information you receive at the beginning of the project, the more value for money you’ll present to the client.

So lets get started, I’ve set out some pointers for writing a graphic design brief.

Corporate profile

Start with a short, honest synopsis of the organization or company. Incorrect assumptions can render the entire opening discussion absolutely worthless.

Find out what the organization does, this might seem like a no brainier but it helps establish the base of the project. How long has the company been around, what kind of history does it have. Are they in a niche market or is there competition, if so how does your client stand out.

The Goals

Good design has a huge influence on the success of a company’s marketing strategy – but, for it to work clear goals must be set.

Do you want to Generate sales?
Promote inquiries?
Obtain information from your audience?
Encourage them to tell others?

If there aims and objectives are not clear, then your design brief has achieved another purpose.

One of the best parts of actually sitting down and writing a design brief, is that it helps to clarify your thoughts and can help to find flaws in what you might of thought was a solid idea.

Your Target Audience

Detail any demographic figures about the audience that may be useful like age, sex, income, occupation, and lifestyle of those you want to reach.

Are they looking to consolidate existing clients or appeal to new markets.

Budget And Time-Scale

How much the client is willing to spend will give the you a good idea of the type of solution that can be realistically provided.

Time scale is also an important consideration – so find out if there is a specific deadline that has to be met.

Design Examples

Providing examples of what might be effective or relevant design can be a great help in writing the design brief.

Look at there current marketing materials, and there competitors – even if its only purpose is to explain what they don’t want from new marketing materials.
If there is a design style that would particularly work – then explain why.

You don’t have stick to the medium that you are designing for when getting a list of inspiration and influences. If a TV ad or music video creates the atmosphere that you want your promo pieces to have, then it’s perfectly reasonable to have it in the design brief.

The more clues you get about there design tastes, the more likely you will be able to produce something that meats there goals. Being expected to second-guess what thay need rarely produces the best results.

Remember not copy the ideas you get… but use them as inspiration at the start of the design process.

Any experience designing without a brief? Do you think theirs any thing that should be added above?

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