The success of a project depends not only on the designer's talent but also on a quality brief that helps interpret the client's desires into design. The brief is a key element in the interaction between the client and the designer, so its preparation requires attention to detail and a deep understanding of the project background. How to create the perfect brief for a designer to make your project successful and understandable to all parties?
The history of the brief is linked to the development of advertising and marketing in the late 19th to early 20th century. At that time, companies began to increasingly turn to advertising agencies to develop advertisements, but often did not provide sufficient instructions. This often led to failed advertising campaigns that did not achieve the desired effect and did not engage the target audience.
In 1910, the first advertising agency specializing in women's goods was established. In this agency, a document containing instructions on the needs and desires of the target audience, as well as the characteristics of the product and competitors, began to be used. This document was called a "brief" and became the first step in creating a modern brief.
Over time, the use of the brief spread beyond advertising and marketing to other fields such as graphic design, website development, and architecture. Today, the brief remains an essential part of the design process, helping to define project parameters and establish expectations for both the client and the creator.
So, how to create the perfect brief for a designer to make your project successful and understandable for all parties involved?
Context: start with a description of your company, what it does, and its business goals. Write about your target audience, their needs, and preferences. Add information about your competitors and how your company/brand/product differs from them, including what makes their design unique. Also, mention what tasks should be solved with the design.
General requirements: specify what materials should be developed (such as a logo, website, packaging, etc.) and what key functions should be implemented. Add the number of design options.
Style: describe the design style you want to receive, what images you would like to use. Specify the colour scheme, fonts, and overall design that fits your brand. Include a brand book if you have one or references.
Format requirements: specify format requirements (such as size, resolution, file format, etc.) and presentation methods (such as online or print). Add a list of media, their size, and the material from which they are made.
Text: add the text that should be on the layout, highlight what to emphasize, and indicate the desired placement of the text or the order of text blocks.
Deadlines: specify the desired timeline for completing the work. The entire process can be divided into several additional stages: concept and sketch approval, intermediate options, time for comments and revisions, and the final version. This will help the designer plan their time and meet deadlines.
Budget: specify the budget allocated for design, whether you are willing to make an advance payment, when you are ready to pay for the work in full, or whether you are willing to pay extra for work on revisions.
Expectations: Write about what you expect from the designer and what final results you want to achieve.
Limitations: Specify if you have any restrictions.
As we can see, writing the perfect brief for a designer is not an easy task. However, if you spend enough time and focus on it, you will be able to create a quality brief that allows you and the designer to work towards the same direction and achieve excellent results. Remember that a brief is a key element of the interaction between the client and the designer, so it must be as accurate and detailed as possible. We hope these tips will help you create the perfect brief and make your project successful.