Working with a Designer
How to Prepare a Design Brief for a Graphic Designer
A well-prepared brief is the single most effective thing a client can do to improve the quality, speed and cost of a design project. Here is exactly what to include.
Published 18 June 20266 min read
What a brief needs to cover
A graphic design brief does not need to be long. It needs to cover what the item is and how it will be used, what the purpose is, who the audience is, what text goes on it (written out in full, not 'to be added'), and which brand assets you are supplying. Without these basics, the designer either has to ask before they can start, or they make assumptions that get reversed after the first concept. Either way the job takes longer and costs more.
Content and copy: the most common gap
The most common reason for slow design projects is unwritten copy at the brief stage. "We'll write the text later" or "can you write it as you go?" add time and cost to every project. A designer is not a copywriter — if you need copy written, that is a separate service. If copy is not ready when the brief goes in, the project cannot be started properly. All text that needs to appear on the finished item should be written and included in the brief as final or near-final wording before the designer begins.
Images, brand files and references
A complete brief includes your logo in vector format (SVG, AI or EPS, not a PNG saved from a website), brand colour codes (hex for digital, CMYK for print), brand font names and where to source them, any photography or illustration at full resolution, and two or three visual references that indicate the style or quality level you are looking for. References are not constraints. They help the designer understand your aesthetic direction without needing a full round of concepts just to establish the style.
A practical brief structure for any project
Project: [name or description] / Output: [format, size, specs] / Deadline: [date and time if critical] / Copy: [all text, ready to use] / Audience: [who sees this] / Purpose: [what you want them to do] / Brand files: [logo, colours, fonts] / Photography: [images included or notes on sourcing] / References: [2–3 visual examples] / Approver: [who signs this off and when]. Adjust based on the project type, but these fields cover the information a designer needs to produce a first concept without additional back-and-forth.
Frequently asked questions
- What should a design brief include?
- A design brief should cover: the format and size of the item needed, the purpose and target audience, all written copy to appear on the item, your logo and brand colour codes, any photography or illustrations to include, two or three visual references, and the deadline. The more complete the brief, the faster and more accurately the designer can produce the first concept.
- Do I need to supply the copy before a designer can start?
- Yes, in most cases. A designer can sketch layout with placeholder text, but cannot produce a finished design without knowing the actual copy — word count and tone both affect the layout significantly. Supplying final or near-final copy before the project starts avoids unnecessary rework.
Work with Ross
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Ross Boag provides freelance graphic design, web design, brand design, print artwork, motion graphics and monthly creative support for businesses across Glasgow, Scotland and the UK.