Taking time out to write a compelling design brief can seem like a pretty daunting task; especially if you have little or no experience of ever completing one. How do you get all your ideas across in a clear and concise way, and make sure the designer is on your wavelength? Well, here at Clever Marketing we have put together a few points which should help get you on the right track.
It’s important to remember the designers who take on your brief will more than likely have little or no knowledge of your company and what you do. You need to introduce yourself and give them insights into your company’s background. Who is your business and what you do? What is your history and how did you get here? Do you have an existing website or comprehensive brand guidelines? These are key factors which will help them get to know you better.
2) How did you get here?
The key to a successful project begins with your brief to the designer, so try to give them as much information as possible about the background and history of your new project. Why are you doing it and what do you expect to achieve? How does it fit in with all your other marketing activities? What is your budget?
3) Your target audience
This information is vital when creating a design brief. Are you targeting a specific age group or demographic? Are the audience going to be newcomers to the subject matter, or already ‘in the know’? Give the designer any insights into your business marketplace, and what you want to achieve within it. Have you completed any market research that would be relevant to the project? Who are your competitors, and what do they do better than you?
4) What do you want
Whether you’re designing a whole brand, a website, or a brochure, be sure to let your designer know your goals and expectations; including any deliverables; for the project at the beginning. Are there any specifications or sizes the designer needs to adhere to? Think about everything you want before the project commences. Successful concepts usually span different media, which will result in a more cohesivemarketing campaign that will return better results for your company. Designers need to know this from the beginning of the project so they can ensure their ideas work on all levels.
5) Likes or dislikes
Discussing examples of similar projects you like or dislike will ensure your designer has an understanding of your personal tastes and preferences, and avoid any nasty surprises when it comes to seeing the first proofs! Don’t have any examples? No problem! Perhaps there are particular colours or typefaces you favour? Even an emotion you wish to convey can be helpful with the design process. Remember, the more information you give to your designer, the more likely it is that you’ll get back something you love, so be generous!
6) Chat about it
Getting a second opinion can be really beneficial for any project, so be sure to talk through the brief with your colleagues before you engage a designer. This may seem like a simple task, but it can often be overlooked. Making sure you all have the right goals in mind before you send the brief off will ensure that the result will be one you can all agree on, and should avoid any unnecessary and costly amends!
7) Need it quick?
Do you have a specific deadline in mind for the delivery of your project? It’s important to discuss a timeframe with your designer at the very beginning so you can determine whether your deadline is achievable, or discuss a quicker alternative if needed.
Ready to get that project underway? Get in touch with us and see how we can help!