What are the best practices for creating clear and concise design briefs?

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A design brief is a document that outlines the objectives, requirements, and expectations of a design project. It helps designers and clients communicate effectively, avoid misunderstandings, and achieve the desired results. However, writing a clear and concise design brief can be challenging, especially when dealing with complex or unfamiliar topics. How can you balance simplicity and complexity in your design briefs? Here are some best practices to follow.

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1 Know your audience

Before you start writing your design brief, you need to know who you are writing for. Who are the stakeholders of the project? What are their goals, needs, and preferences? How familiar are they with the design topic and terminology? How will they use the design brief? Knowing your audience will help you tailor your language, tone, and level of detail to suit their expectations and understanding.

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Howard Petlack

Graphic Design and Production
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Freelancers have 2 objectives, one is understanding the goals and needs of the audience as well as understanding the needs of the client which at times may not be exactly the same.

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Amanda M. Roe, APR

Corporate Communications | Thought Leadership | Internal Communications | Marketing Communications | Public Relations | Cross-functional Team Leadership | Integrated Marketing Strategy | Brand Development | Digital Media
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Use a proven template to ensure design briefs include key information to build out a strategy. This should include: Target Audience(s), Context & Color, and Desired Outcome(s). Audience(s) is self-explanatory. Desired Outcomes should include quantitative KPIs, as well as qualitative to support perceived tone. Color & Context is where the bulk of the info is. Subsections include: what audience(s) think/feel, key message for each, tactics used (email, video, social, etc.), what you want audience(s) to think/feel, potential hurdles, and how success will be measured (tools used to support KPIs).

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?rem Caka

Content Specialist @ Einhell Germany ? Corporate Communications | Executive Communications | Marketing Communication | Social Media Management | CX | Digital Marketing
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Clearly outlining the required deliverables, specifying formats and expectations, and setting realistic deadlines. Most importantly incorporating visual references or examples to communicate the desired style and tone effectively.

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2 Define the problem and the solution

A design brief should clearly state the problem that the project aims to solve and the solution that the design will provide. What is the current situation and what are the challenges or opportunities? What is the desired outcome and how will it benefit the users or the client? What are the main features or functions of the design? How will you measure the success of the project? Defining the problem and the solution will help you establish the scope, purpose, and value of the project.

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3 Specify the requirements and constraints

A design brief should also specify the requirements and constraints of the project. What are the deliverables and deadlines? What are the budget and resources available? What are the technical specifications and standards? What are the legal or ethical issues or risks? Specifying the requirements and constraints will help you set realistic expectations and avoid potential conflicts or delays.

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4 Provide examples and references

A design brief should also provide examples and references that illustrate the style, tone, or mood of the design. What are some existing designs that inspire or influence you? What are some competitors or alternatives that you want to differentiate from? What are some best practices or trends that you want to follow or avoid? Providing examples and references will help you convey your vision and preferences and spark creativity and feedback.

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5 Keep it simple and clear

A design brief should be simple and clear, avoiding unnecessary jargon, ambiguity, or repetition. Use plain and concise language that is easy to read and understand. Organize your information logically and consistently, using headings, subheadings, bullet points, or tables. Use visuals, such as sketches, diagrams, or charts, to supplement or clarify your text. Keep your design brief as short as possible, but not at the expense of clarity or completeness.

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Amanda M. Roe, APR

Corporate Communications | Thought Leadership | Internal Communications | Marketing Communications | Public Relations | Cross-functional Team Leadership | Integrated Marketing Strategy | Brand Development | Digital Media
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Once a design brief is complete, it should provide a very clear, concise understanding of: Who the audience is... What their perception of the brand/topic is... The message being communicated... How it will be shared with them... Expected outcome(s) and how this will be measured. Any questions will highlight where clarification is needed within the brief.

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6 Seek feedback and collaboration

A design brief is not a static or final document, but a dynamic and evolving one. It should be open to feedback and collaboration from both the designers and the clients. Seek input and suggestions from different perspectives and expertise. Review and revise your design brief regularly, incorporating new information or changes. Communicate clearly and respectfully, ensuring that everyone is on the same page and aligned with the project goals.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for creating clear and concise design briefs?

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1 Know your audience

2 Define the problem and the solution

3 Specify the requirements and constraints

4 Provide examples and references

5 Keep it simple and clear

6 Seek feedback and collaboration

7 Here’s what else to consider

Communication Design

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