A great design brief sets the stage for project success. It provides clear goals, outlines deliverables, and keeps everyone on the same page, reducing miscommunication and delays. Here’s what to include:
- Project Goals: Define specific, measurable objectives like increasing conversions by 25%.
- Target Audience: Include demographics, preferences, and pain points.
- Deliverables: List assets with specs (e.g., PNG files, 1200px × 628px for social media).
- Timeline: Set milestones for reviews and deadlines.
- Budget: Provide a range (e.g., $5,000–$25,000) with payment milestones.
- Roles and Responsibilities: Clarify duties for team members like project managers and designers.
A clear, detailed brief ensures designers can focus on delivering results that align with your business goals while saving time and resources.
How to Create a Proper Design Brief
Key Elements of a Design Brief
A well-structured design brief acts as a roadmap for your design team, ensuring clarity and alignment from start to finish. Here’s what to include:
Project Basics
Start with the essentials: the project’s purpose, background, and primary challenges. Include brand guidelines, target audience details, and any available design assets.
For example, if you’re working on marketing materials, specify whether they’re for digital or print, list distribution channels, and note any technical constraints. Link to your brand style guide, asset library, or examples that reflect your vision.
"Be specific and detailed in the scope so designers know what the starting point is and what is available to them to complete their work!" – Anneke King, Executive Creative Director
Goals and Success Metrics
Define clear, measurable objectives. Instead of vague goals like "increase engagement", aim for specifics such as "boost email click-through rates by 25%" or "reduce bounce rates by 15% within 90 days."
Key metrics to include:
- Primary KPIs to measure the project’s impact
- Secondary metrics to assess design performance
- Baseline data for meaningful comparisons
- Timeline for reviewing results
Required Deliverables
List every asset needed, along with technical specifications:
| Deliverable Type | Format Requirements | Dimensions |
|---|---|---|
| Header Images | PNG, JPG | 2400px × 1350px |
| Social Media Graphics | PNG | 1200px × 628px |
| Email Banners | JPG | 600px × 200px |
| Motion Graphics | APNG, GIF | 850px × 850px |
Be sure to include file types, dimensions, resolution requirements, and any platform-specific considerations.
Schedule and Costs
Outline a clear timeline with these key milestones:
- Project kickoff
- Initial concept review
- Feedback rounds (specify the number)
- Final revisions
- Delivery deadline
Provide a budget range – typically $5,000 to $25,000 for mid-sized projects – and break it down into payment milestones.
Team Members and Duties
Clearly define roles and responsibilities to ensure smooth collaboration:
| Role | Duties | Communication Expectations |
|---|---|---|
| Project Manager | Oversee timeline, allocate resources | Daily updates, weekly status meetings |
| Design Lead | Provide creative direction, quality control | Present designs, apply feedback |
| Marketing Manager | Ensure brand consistency, approve milestones | Offer strategic input, approve key stages |
| Content Strategist | Align messaging, manage copy requirements | Review and edit content |
Specifying these elements helps avoid confusion and keeps everyone on the same page throughout the project.
Writing Your Design Brief: Step by Step
Gather Project Details
Start by collecting all the essential details for the project. Here’s what to focus on:
Brand Context
Outline the company’s size, previous design projects, and current design needs. Include any brand guidelines, visual themes, or existing design assets that will shape the project.
Project Parameters
Define the project’s scope by addressing these key elements:
| Parameter | Details Needed | Example |
|---|---|---|
| Project Goals | Specific, measurable objectives | Increase landing page conversions by 35% |
| Timeline | Milestones and deadlines | 8-week project with 2-week design sprints |
| Budget Range | Allocated resources | $15,000 – $20,000 total budget |
| Technical Requirements | Platform or format details | Mobile-responsive designs for iOS/Android |
Meet with Team Members
Bring together key stakeholders to align on the project’s vision and requirements. Focus on gathering these inputs:
Stakeholder Input
Talk to department heads and team leads to understand their needs and constraints. Document their feedback in a shared system so everyone on the team can access it.
"A design brief facilitates better communication for everyone involved in a design project. It aligns the company and designer’s goals so everyone is satisfied with the final deliverable."
Target Audience Analysis
Collaborate with the marketing team to create user personas. Include demographic information, behavior patterns, and preferences to guide design decisions.
Once you’ve gathered all this information, you’ll be ready to finalize and approve the brief.
Check and Approve Brief
Before sharing the final version, review the brief carefully to ensure it’s complete and accurate. Focus on these areas:
Clarity Check
Make sure every section provides clear, actionable details. Replace vague statements with specific deliverables, timelines, and success metrics.
Scope Verification
Go over the project scope with team leads to confirm:
- All deliverables are clearly listed
- Timelines are realistic
- Budget aligns with project needs
- Technical details are accurate and complete
Approval Process
Set up a structured sign-off process that includes:
- Review by the project manager
- Validation of technical details by the design lead
- Budget confirmation by the finance team
- Final approval from key stakeholders
This process ensures everyone is on the same page before starting the project.
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Brief Writing Resources and Templates
Project Management Tools
The Gosling Design Studio client portal is a great way to create, track, and manage briefs, deliverables, assets, and team communications all in one place.
Another helpful tool is Content Snare, which simplifies collecting client information. Here’s a quick breakdown of its features:
| Feature | What It Does | How You Use It |
|---|---|---|
| Client Checklists | Ensures complete information | Organize and structure brief requirements |
| Automated Reminders | Cuts down on follow-ups | Alerts you about missing details |
| Template Library | Keeps formats consistent | Reuse successful brief templates |
| Centralized Communication | Keeps everything in one spot | Streamlines discussions around briefs |
"We are saving time and money with Content Snare, but it’s more than that. It alleviates the heat, miscommunication and frustration of trying to get the information we need from clients." – Vander Guerrero, EventMobi
With these tools, you can set up a streamlined process. The next step? Standardize your approach with clear, well-organized templates.
Standard Brief Templates
A good design brief should include these key sections:
Project Overview
- Name and scope of the project
- Business goals
- Target audience details
- Key messages to communicate
Technical Requirements
- Required deliverable formats
- Platform specifications
- Brand guidelines
- Assets needed for the project
Timeline and Resources
- Key milestones
- Review cycles
- Budget details
- Roles and responsibilities of the team
Once your template is ready, a review checklist can help ensure no important details are overlooked.
Brief Review Checklist
Before finalizing your brief, go through this checklist to ensure everything is covered:
Strategic Alignment
- Confirm project goals match business objectives
- Clearly define the target audience
- Set measurable success metrics
- Check that the budget is realistic
Technical Clarity
- Outline all deliverable formats
- Include detailed technical requirements
- List all necessary assets
- Confirm the timeline is achievable
"The process that goes into researching, outlining and assigning your design brief is just as important as the actual design process. Not only do you save the designer sanity but you save yourself (or the company) money." – Anneke King, Executive Creative Director
Communication Protocol
- Assign stakeholder roles
- Establish a review process
- Define feedback channels
- Document the approval workflow
Common Brief Writing Mistakes to Avoid
Design briefs often miss the mark when it comes to providing the clarity needed for a successful project. Here’s a breakdown of common mistakes and how to address them.
Unclear Project Goals
Vague objectives can confuse your team. Replace them with clear, actionable directives:
| Instead of Writing | Write This Instead |
|---|---|
| "Make it pop" | "Increase visual hierarchy by adding 30% more contrast between headers and body text" |
| "Modern design" | "Adopt a card-based layout with clear CTAs to align with current web standards" |
| "Better user experience" | "Lower bounce rate from 45% to under 25% by improving navigation flow" |
To make goals more effective, include:
- Specific use cases for the design
- Key performance indicators (KPIs) tied to the project
- Measurable success metrics
- Desired business outcomes
Missing Audience Information
A beautifully executed design can still fail if it doesn’t resonate with the audience. To avoid this, provide detailed audience insights:
- Demographics, like age, location, and income
- Behavioral patterns and preferences
- Pain points and challenges
- Contexts in which the audience will interact with the design
Also, make sure your brief reflects the latest audience data. Outdated information can lead to misaligned designs.
Not Maintaining Brief Updates
Neglecting to update the brief can create confusion and miscommunication. Follow these practices to keep everyone aligned:
- Review the brief regularly and document changes
- Notify stakeholders of updates promptly
- Use version control to track revisions
Pro tip: Add a change log to your brief. This allows team members to quickly spot updates and stay informed without sifting through the entire document. Regularly walking designers through these updates ensures everyone is on the same page and minimizes misunderstandings.
Conclusion: Crafting Effective Design Briefs
A well-prepared design brief is the foundation for a successful project. Research highlights that thorough briefs lead to better outcomes by setting clear expectations and fostering trust.
Key elements to include:
- Specific project goals and measurable success criteria
- Comprehensive audience insights and defined scope
- Assigned roles and responsibilities (consider tools like RACI)
- An organized feedback process
- Practical timelines and budgets
These components act as a roadmap for achieving project goals. Take time to review the brief with your design team and update it regularly to reflect any changes in the project.
To ensure your team is set up for success, take these final steps:
- Compare your current brief template with this guide.
- Create a standardized checklist for reviewing briefs.
- Plan regular walkthroughs with your design team to refine the process.
FAQs
What should I include in a design brief to clearly communicate project goals to my design team?
To ensure your design brief effectively communicates project goals, include key details like your business background, the project scope, target audience, competitors, desired tone or style, and specific objectives. Clearly outline the budget and deadlines to set expectations upfront.
Additionally, provide examples of past designs or marketing materials to guide the creative direction. Be sure to define the approval process and decision-makers to avoid delays. A well-structured brief empowers your design team to deliver results that align with your business goals.
What mistakes should I avoid when writing a design brief to ensure a successful project?
To create an effective design brief, avoid these common mistakes:
- Lack of clarity: Ensure your brief clearly outlines project goals, target audience, and key deliverables. Vague or incomplete information can lead to confusion and misaligned outcomes.
- Overloading with unnecessary details: While context is important, avoid overwhelming your design team with irrelevant information. Focus on what’s essential to the project.
- Failure to set realistic expectations: Clearly communicate deadlines, budget constraints, and any specific requirements upfront to avoid misunderstandings later.
By addressing these issues, you’ll set your design team up for success and ensure the final product aligns with your vision and business objectives.
How can I set an appropriate budget and payment milestones for my design project?
Determining a budget and payment milestones for a design project requires clear communication and careful planning. Start by outlining your overall project goals and scope, as this will help you estimate the level of effort and resources required. Research industry standards for similar projects to get a general sense of typical costs.
When setting payment milestones, align them with key project deliverables or phases. For example, you might schedule payments at the completion of the initial concept phase, the delivery of first drafts, and the final approval. This ensures your design team is compensated fairly while keeping the project on track. Always document the agreed-upon terms clearly in a contract to avoid misunderstandings later on.
For budgeting, consider factors like the complexity of the project, the experience level of the design team, and any additional tools or assets needed. A detailed, upfront discussion with your design team can help you strike a balance between your financial constraints and the quality of work you expect.
