../writing a design brief
you gotta tell us what you want
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A design brief is a written explanation given
to a designer outlining the goals and objectives of a design
project.
A detailed brief is a critical part of the design process;
it helps to establish an understanding between the client and
designer ultimately serving as an essential reference tool throughout
the project. Include the following in your brief:
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Introduce your company with a short description of
your organization.
Tell your designer:
- What product or service you provide.
- A company mission statement or philosophy
- Give a concise company history
- Describe your company niche and industry sector
Define the project and desired outcomes. Good design
can influence the success of a company but clear goals must
be set. Sitting down to write the design brief will help you
set those goals. For example, do you want to:
- Design a direct mail piece to generate holiday sales?
- Design a web site with online store to reach young athletes?
- Rebrand to reflect the changes in your company?
Share how these goals will be measured if testing or evaluation
of the project is planned.
Identify your primary audience and address new markets
you want to reach. Be specific with any demographic figures
about your audience that you have. These figures will be useful
to the designer. Include age, gender, household income level,
occupation, and geographic location.
Providing budget expectations will give us
a good idea of the type of solution we will be able to
provide. Witholding this information for fear of being
over charged is a common misconception when working with
designers. Although we have included example prices on our
site, it is always best to start with honesty up front. Once
we have discussed your budget, let us know if there is a
specific deadline, such as a holiday or special event, that
has to be met. This makes it easier for us to shedule time
to your project.
If your project will involve the approval of other
people in the organization make sure they have helped you write
the brief or thoroughly reviewed it. Resolve any differences
now to ensure the brief is as effective as possible. Also explain
the approval process. It is helpful to include an organizational
diagram of how the team will work together.
Start a “scrap book ” of any visuals
you like as you prepare the brief. Design is a visual medium
so a verbal description of “the cool web site with
a white background and red bits ” has little meaning.
Include a few of these examples in the brief describing what
you like about the colors, imagery and typography. List websites
you like and even printouts of another company's marketing
material you might have. Also attach samples of your own
company's current marketing materials for further reference.
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Tips:
- Write with professional language but you can also include
a voice that reflects the unique personality of your company.
- Review and refine the brief before sending it out. This is
the first step of the project and the attention spent now will
guide its future success.
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