Design briefs are the bread and butter of creative work. I can’t tell you how many creative projects I’ve seen fail because a design brief was missing. A design brief is simply a document that specifies project goals, objectives, and specifications. It’s the key to managing client expectations against designer deliverables. If you don’t have one, your project will likely go off course and fail to produce the intended results.
What is a Design Brief?
The design brief is one of the most important documents in the creative process. It defines the goals, objectives, and specifications of a design project. I have personally used design briefs in my career as a designer and as a client.
Design briefs are usually only 1-2 pages long, making them a very brief (pun intended) overview of the entire project. Whether you are designing a logo, website, or product, a well written design brief is essential.
Based on my experience, design briefs are used across various industries. They are common in graphic design, web design, product design, and marketing design. The main stakeholders are typically the client, a project manager, designer, and in some cases the end user.
A good design brief from my experience helps set proper expectations. It ensures the client’s vision is also the designer’s vision, and this alignment can help prevent scope creep and costly revisions.
Keep in mind that a design brief isn’t the 10 commandments. It’s a living document and should evolve as the project progresses. However, it certainly offers a great starting point.
Key Components of a Design Brief
There are a few key elements of a strong design brief. I’ll outline the main components I always include within a design brief.
The project overview and background are the context for why the project is being done and how it came about.
The goals and objectives define what the project needs to accomplish. In larger corporations, this might be set by a Company Director or Marketing Manager. In a smaller business, this might be set by the business owner.
The target audience and market analysis helps everyone understand who the design is for and the market it will live in.
The project scope and requirements help everyone understand what is (and isn’t) in scope for the project.
The timeline and budget constraints help set expectations and allocate resources effectively.
Finally, the deliverables and expected outcomes help the client understand exactly what they’ll receive at the end of the project.
Each of these components is important in creating a strong framework for the design to meet.
Crafting a Compelling Project Outline
Writing an effective design brief is a skill I’ve developed through years of practice. Here’s how I create a design brief step by step:
Start with a brief project overview. Briefly explain what the project is about and provide a little background.
- Define specific project goals and objectives. Ensure they are measurable and realistic.
- Profile your target audience. Provide as much detail as you can about the person you’re designing for.
- Outline the project scope. What are you designing, and what are you not designing, to keep scope creep at bay?
- Specify the timeline and budget range. Don’t lie about time or budget constraints at this point.
- Detail all project deliverables. What specifically do you need designed at the end of the day?
When writing, keep it clear and concise. Avoid jargon unless absolutely necessary. Use bullet points to make it scannable.
What are some of the most common mistakes I see? I see plenty of vague objectives, vague target audiences, and timelines that are just not feasible. Avoid these.
You won’t get it perfect the first time around. The best design briefs always come from asking the client clarifying questions.
Remember, a precise design brief is the key to any successful design project. It’s worth it to spend the extra time making it great.
Setting Clear Goals and Objectives
Defining clear goals and objectives is essential to any design project. I’ve learned this the hard way through various design projects, some successful and others not so much.
Goals are a high-level overview of what you aim to accomplish with the design project. They’re the broader, more general statements. Objectives are specific, measurable results that support the goals.
For example, a goal might be “Increase brand awareness.” An objective to support that goal would be “Increase website traffic by 25% in the next quarter.”
I always ensure my objectives meet the SMART criteria:
- Specific: Clearly state the desired achievement.
- Measurable: Include a numerical value to track the objective.
- Achievable: Can it actually be done with your resources?
- Relevant: Does it tie back to your overall business strategy?
- Time-bound: What’s the deadline to achieve this objective?
Clearly defining goals and objectives influences the entire design process. It ensures designers can make data-backed decisions and allows clients to quantify the success of the design project.
Just be sure to align your objectives with your overall business strategy. This prevents you from investing time and money into a design project that doesn’t actually move the dial on your broader business objectives.
Target Audience and Market Analysis
Knowing your target audience is key to great design. I’ve seen designs flop because they simply didn’t connect with the target audience.
Create detailed user personas. These are semi-fictional characters that represent your ideal customers. You can include demographics, psychographics, and behavior psychographics.
Do thorough market research. This might be through surveys, focus groups, or analyzing existing data. Essentially, it should paint a clear picture of your audience’s needs, wants, and pain points.
Consider cultural and demographic considerations. Something that works great in one culture might not work at all (or even offend) in another culture.
Include these insights in the design brief. This will give the designers valuable context to help them make more informed creative decisions.
Remember, your target audience is the people most likely to obtain value and engage with your product or service (so it’s not just who you want to sell to).
Project Requirements and Specifications
Clear project requirements are a critical factor in a successful design. Failing to provide clear design requirements is one of the main reasons designs don’t meet your expectations. At best, you’ll have to pay extra for revisions.
Start with technical requirements. Technical requirements might include dimensions, file formats, or coding languages.
Share brand guidelines and style preferences. This will help ensure the design is consistent with your existing brand. Provide the color palettes, typography, and any other visual details you want the designer to incorporate or avoid.
Consider both the function and aesthetics of the design. What should the design accomplish? What should it look and feel like? The more specific you can be, the better.
Clarity is the most important principle of effective design communication. Use simple language and provide examples wherever possible. If you’re unsure about any detail, feel free to say, “I’m not sure.” It’s better to clear up any uncertainty at the outset.
Remember that your design requirements may change as the design progresses. Leave a little wiggle room, but make sure the designer knows your core requirements.
Design Brief Templates and Examples
Design brief templates are a great resource, especially if you’re just getting started. Here are a few industry-specific templates I’ve personally found helpful:
Graphic Design Brief: Includes sections for brand guidelines, color palettes, and specific design deliverables (logos, brochures, etc.).
Web Design Brief: Discusses functionality, user experience, and technical requirements.
Product Design Brief: Focuses on materials, manufacturing processes, and product details.
Effective design briefs typically include these nine elements:
- Company background
- Goals and objectives
- Target audience and market
- Competitive landscape
- Project details
- Scope of work
- Timeline
- Budget
- Team and key stakeholders
If you use templates, make sure to adjust them based on the project at hand. Projects are rarely identical, so make any necessary adjustments.
Many industry organizations provide design brief templates you can download. This is another great way to get started with a design brief.
Using Design Briefs Effectively
Using a design brief accurately is arguably as important as creating one. This is a skill I’ve honed through years of practice.
Interpretation. There’s an art to interpreting the brief, so study it closely and ask questions if anything doesn’t make sense. Don’t assume anything.
Designers and clients should always continue to communicate after the brief is complete. The brief is the starting point, not the end of the discussion.
It’s common for the project to influence the brief. As you progress through a project, you may realize the brief needs some adjustments. That’s fine and often results in a better final product.
Judge the project’s success based on the brief. It’s the only way to truly measure whether it was successful.
Don’t forget the brief’s purpose. The brief should always guide decisions related to the project, but be open to creative ideas that may not fit the brief perfectly.
Design Brief Best Practices Across Industries
Design brief best practices vary from industry to industry, but there are a few principles that apply to the design brief template.
In a graphic design brief, you’ll probably have more space to talk about visual elements and brand consistency. With a web design brief, you’ll discuss user experience and functionality. In a product design brief, you’ll outline physical specs and manufacturing details.
In general, larger design projects will have more thorough design brief templates, while smaller ones may have lightweight versions. Tailor the level of detail to the project at hand.
Design brief template trends include a growing focus on sustainability, user-centered design, and digital accessibility. Keep an eye on these trends so you can make more relevant, impactful design decisions.
Regardless of the design industry, a great design brief will always clearly outline the project’s goals, the target audience, and the key asks. Think of it as your design map to success.
Additionally, familiarizing yourself with best practices, such as value stream mapping, can greatly enhance the effectiveness of your design briefs.
Before We Go
Design briefs are the cornerstone of any creative project. They set goals, list requirements and direct the entirety of a design project. The quality of a design brief can literally make or break a project. Just make sure to write a brief that is brief yet thorough.
The key is to communicate the objectives, audience and project details clearly. A great brief ensures everyone is on the same page and establishes the project’s framework for success. Don’t overlook its significance in reaching your design objectives.
