What to include in a design brief (and what most people leave out)

A good design brief saves time, money, and the kind of frustrating back-and-forth that nobody enjoys. Here is what actually needs to be in it.

Most design briefs are too short, too vague, or missing the information a designer actually needs to get started. This is not because clients are difficult. It is because most people have never been told what a brief should contain. Here is a practical framework you can use for any design project.

Who you are and what you do

Start with context. A paragraph describing your organisation, what you do, who you serve, and what you care about. Not your company history since founding, but a genuine human description of what you are and what you stand for. A designer who understands you will make better creative decisions than one working from a logo and a website address.

What you need designed

Be as specific as you can. Not just "a logo" but "a logo that will be used primarily on our website, on printed leaflets, and on a pull-up banner." Not just "some social media graphics" but "a set of six Instagram post templates in 1080 by 1080 pixels that our team can update in Canva." Specificity helps a designer understand the scope and give you an accurate quote.

Who it is for

Describe your audience. Not in marketing demographics, but in real human terms. Who is the person picking up your leaflet or landing on your page? What do they care about? What would make them trust you? A designer making decisions with that person in mind will make better decisions than one designing without that context.

What feeling you want it to create

This is the section most people leave out and the one that is most useful. Not "professional and modern" which could describe almost anything, but something more specific. Warm and approachable, but not childish. Bold and confident, but not corporate. Like a friendly expert rather than a faceless institution. The more honestly you describe the feeling, the more useful it is.

Examples of things you like

Three to five examples of design work you find appealing, with a note on specifically what you like about each one. They do not need to be in your sector. They just need to reflect the kind of visual direction that resonates with you.

It is equally useful to share things you dislike. If there is a visual approach you actively want to avoid, say so. It saves a round of revisions.

What you are leaving out

Three things that are commonly missing from briefs. First: any existing brand assets. If you have a logo, brand guidelines, or existing colour palette, share them before work starts. Second: the deadline. If there is a genuine external driver, say so. Third: the budget range. A designer who knows your budget can tell you immediately what is achievable rather than proposing something you cannot afford.