How to write a brilliant design brief
I'm going to talk to you today about the importance of good briefs.
No, not the ones you use to cover your bum!! Although they are fairly important too.
This blog is all about briefing your graphic designer.
Before you approach a graphic designer or agency, you will probably have an idea in mind of what you are looking for. But before you jump in and ask your designer for a brochure/web design/branding etc. ask yourself these questions:
1. What do you want to achieve?
Whatever you have created, it should always have a purpose.
Are you wanting to pull in a new audience? Do you have a new product/service to promote?
More specifically, what do you want this design to get people to do? What are the action points?
Maybe you want to encourage web visits? Get people to engage with you on social media? Or simply to buy what you are offering. It sounds so simple, but so many forget this step.
If you are sending out a printed brochure, but want people to buy online, then unless you make this completely clear (for example; using web addresses and QR codes throughout) then you won't achieve your goal.
If your plan is to improve customer retention, with more professional looking branding, but you target a new target audience instead, the chances are your current audience will lose trust in the brand and feel like it's no longer for them.
Tell your designer your specific goal and they can help to figure out how their design can assist you in achieving results.
2. Who do you want to reach?
Knowing who your customers are, is essential.. and a little customer profiling goes a long way.
Think about your ideal customer, who are they? What are their interests and hobbies. Are they a specific age/gender? What is their level of income?
All this information will help your designer figure out the styling and it will be much more targeted to your ideal customer.
3. Give examples
If you have seen an ad in a bus shelter last Tuesday and you can’t stop thinking about how great it is... then snap a pic. Send it to your designer.
We are visual creatures and seeing what you like gives us an insight into you and will help us to design something you will love. A good designer will collect inspiration on an ongoing basis.
4. Think about it!
Any brief can be open to a level of interpretation. Always discuss with your designer anything that you feel you'd like included and anything you definitely don't want. Be as specific as you can.
Design is a process and briefing is the first step. Changing your brief further into a project can lead to unexpected results or a design that doesn't fulfil the end goal. This could result in more time being spent and can be costly.
Always check your brief thoroughly and ensure that you know exactly what you need before you ask for it to be produced.