We've received hundreds of design briefs over the years. Some are brilliant. Others are vague, contradictory, or stuffed with subjective adjectives that mean different things to different people. "Make it pop" is the classic offender.
A bad brief doesn't just waste the designer's time. It wastes yours. Every revision caused by unclear direction is time and money spent fixing something that should have been right from the start. According to a 2024 Design Business Association survey, UK agencies estimate that 30-40% of revision rounds are caused by brief-related issues rather than execution problems.
Why the Brief Matters More Than You Think
A design brief isn't admin. It's the contract between what you want and what the designer delivers. Get it right, and the process is efficient and produces work you're genuinely happy with. Get it wrong, and you'll end up in an exhausting cycle of revisions where neither side feels satisfied.
If you asked a builder to construct a house but only told them "something modern with lots of natural light," you'd expect a few follow-up questions before they started laying foundations. Design works the same way.
What to Include in Your Design Brief
1. Background and Context
Start with who you are. A designer who understands your business, industry and competitive position will make better creative decisions. Cover what you do, who your customers are, how long you've been operating, what makes you different, and any relevant history.
2. The Objective
"We need a new logo" is a deliverable, not an objective. The objective is why you need it. Good objectives sound like: "We're repositioning from a local service provider to a national brand and our current identity doesn't reflect that." When a designer understands the problem, they can make informed creative choices.
3. Target Audience
Describe who the design is for, not who you wish it was for. "Everyone" is not an audience. "UK-based small business owners aged 30-50 looking for their first professional website" is. Include demographics, what they care about, how they'll encounter the design.
4. Existing Brand Assets and Guidelines
Share your brand guide (if you have one), current logo and variations, colours (with hex codes), fonts, and recent marketing materials. This prevents accidental clashes with your existing brand ecosystem.
5. Visual References (The Right Way)
"I like Apple's website" tells a designer almost nothing useful. When sharing references, always explain what you like:
"We like the homepage of [competitor]. Specifically, the way they use a single bold headline with a full-width image. We want a similar sense of confidence without copying the style directly."
Share 3-5 examples of things you like and 2-3 examples of things you don't. The "don'ts" are often more illuminating than the "dos."
6. Deliverables and Specifications
"A logo" could mean a single-colour wordmark or a full brand identity system. Spell out exactly what assets you need, file formats required, sizes and dimensions, and where the designs will be used.
7. Budget
Yes, share your budget. Designers aren't trying to extract the maximum amount; they're trying to scope the work appropriately. The Design Council's 2025 report on creative procurement found that projects with a stated budget upfront were 45% more likely to be delivered on time and within cost.
8. Timeline
Work backward from your launch date and build in time for revisions. Brief submitted week 1, initial concepts week 3, feedback and revisions week 4, final artwork week 5. Rush jobs are possible but cost more.
Common Mistakes That Waste Money
Writing by Committee
The brief should have one author. When six people contribute, you get six different visions stitched together. Have your team give input, but one person should synthesise it into a coherent brief.
Being Too Prescriptive
There's a difference between clear direction and micromanagement. "Use Helvetica in 14px with 40% opacity on a gradient background" is doing the designer's job. Tell them the destination, not the route.
Skipping the "Why"
"We want a new website" doesn't tell a designer anything actionable. Why? What's wrong with the current one? What do you want the new one to achieve?
Providing Feedback That's Pure Opinion
"I don't like it" isn't useful. "The colour palette feels too corporate for our audience; we'd prefer something warmer" is. Wait 24 hours before giving feedback. First impressions are emotional rather than strategic.
Moving the Goalposts
This is the budget killer. Approving a direction then changing your mind two rounds later essentially restarts the project. Acknowledge changes in scope, not revisions.
A Quick-Reference Checklist
Before you send your next design brief, make sure it includes:
- Company background and context
- Clear objective (the "why," not just the "what")
- Target audience description
- Existing brand assets and guidelines
- Visual references with explanations of what you like/dislike
- Specific deliverables and file formats
- Budget (or a request for a range)
- Timeline with key dates
- Single point of contact for feedback
- Any mandatory requirements
What Happens When You Get It Right
A good brief changes the entire dynamic. The designer feels trusted and informed. They produce stronger initial concepts because they understand the problem. Feedback is focused and productive. The final result actually works for your business.
We've seen projects go from brief to delivery in two weeks when the brief is solid. We've also seen projects drag on for three months when it isn't. For businesses going through a full rebrand or website redesign, getting the brief right is even more important. If you're considering a custom website design, the brief is where every project starts.
Frequently Asked Questions
How long should a design brief be? 1-3 pages. Long enough to cover the essentials, short enough that the designer will actually read it.
Should I write a brief for small projects? Even a quick email should cover the basics: what it's for, who it's aimed at, what assets to use, and any requirements.
What if I don't have brand guidelines? Share what you do have: website URL, marketing materials, logo files, colours you use. A good designer can work with that.
Can I just show the designer what I want and skip the brief? References show what something could look like; a brief explains what it needs to achieve. The designer needs both.
How do I give good feedback on design work? Be specific, reference the brief, and separate personal taste from strategic fit. Always explain why something doesn't work, and say what does too.
Ready to Start Your Next Creative Project?
Whether it's a full rebrand, a website redesign or a one-off campaign, a strong brief is the foundation. Get in touch with MattDarm to discuss your next design project, or explore our branding and creative services.
