How to Write a Good Design Brief

How to Write a Good Design Brief

A design brief is the single document that determines whether you get back work you love or work you have to redo. This guide walks you through what to include, what to avoid, and how to structure your brief so Designers understand exactly what you need on the first round.

I. THE SEVEN ESSENTIAL SECTIONS

1. About your business

Start with who you are. Designers cannot create something that fits your brand if they don’t understand your business.

• Company name and what you do — one or two sentences.

• Your industry and your target audience (age, interests, location).

• What makes you different from competitors.

Example: “We’re a London-based subscription service delivering craft coffee to home offices. Our customers are 25–40 year-old remote workers who care about sourcing and sustainability.”

That single paragraph tells a Designer more than “we sell coffee online.”

2. What you need designed

Be specific about the deliverable. “A logo” is not enough. State:

• The type of design (logo, website landing page, product label, business card, etc.).

• Where it will be used — print, digital, social media, packaging, signage.

• Sizes and formats required (e.g., “square logo for social media avatars + horizontal version for website header”).

3. Style and tone

This is where most weak briefs fall apart. “Modern and professional” means something different to every Designer. Be concrete:

• List 3–5 adjectives that describe the feeling you want (e.g., “warm, handmade, earthy” or “sharp, minimalist, premium”).

• Attach 2–4 examples of designs you like — from competitors, other industries, or anywhere. Explain what you like about each one.

• Equally useful: examples of what you don’t want, and why.

Example: “We like the simplicity of Aesop’s packaging and the warmth of Grind’s brand identity. We don’t want anything that looks corporate or sterile — no stock-photo feel.”

4. Colours and typography

If you have existing brand colours or fonts, provide them (hex codes, font names). If you don’t, state your preferences:

• Colours you’re drawn to and colours to avoid.

• Whether you prefer serif (traditional, editorial) or sans-serif (clean, contemporary) type.

• If you have no preference, say so — that’s useful information too.

5. Mandatory elements

List anything the design must include:

• Existing logos, taglines, or brand marks that must appear.

• Legal or regulatory text (e.g., “Registered in England and Wales” on business cards, mandatory allergen info on food labels).

• Specific imagery or icons that are non-negotiable.

Also list anything the design must not include — restricted imagery, competitor colours, religious or political symbols, etc.

6. File deliverables

Tell Designers exactly what files you need at the end:

• Website / digital: PNG, SVG, JPG (RGB colour mode)

• Print (business cards, flyers): PDF, AI, EPS (CMYK colour mode)

• Social media: PNG or JPG at platform-specific sizes (RGB)

• Editable source files: AI, PSD, Figma (as applicable)

If you’re unsure, say “I need files for both print and digital use” and the Designer will advise.

7. Timeline and budget

State your deadline clearly, including time zone. If there’s a hard launch date driving the deadline, mention it — Designers will prioritise differently if they know a print run is booked for a specific date.

Your budget sets expectations. A £250 logo contest will attract different work than a £700 one. Be honest about what you can spend.

“The best briefs are specific about the problem and open about the solution.”

II. COMMON MISTAKES

Mistake: “Make it pop”
Why it fails: Means nothing concrete.
Fix: “Use a bold accent colour against a neutral background.”

Mistake: “I’ll know it when I see it”
Why it fails: Designers have nothing to aim at.
Fix: Provide visual examples and describe what you respond to.

Mistake: Too many stakeholders, no single decider
Why it fails: Contradictory feedback, endless revisions.
Fix: Name one person who has final sign-off.

Mistake: Changing the brief after submissions start
Why it fails: Invalidates work already done, frustrates Designers.
Fix: Get the brief right before launching. If changes are needed, communicate them clearly to all participants.

Mistake: No examples attached
Why it fails: Designers guess at your taste.
Fix: Attach 3–5 reference images, even rough ones.

III. QUICK-REFERENCE CHECKLIST

Before you submit:

• Business name, industry, and target audience described.

• Specific deliverable stated (not just “a design”).

• Where the design will be used (print, digital, both).

• 3–5 style adjectives provided.

• 2–4 visual examples attached with notes on what you like.

• Colour preferences stated (or existing brand colours provided as hex codes).

• Mandatory elements listed (logos, legal text, specific imagery).

• Things to avoid listed.

• Required file formats specified.

• Deadline and budget confirmed.

• One person named as final decision-maker.