Bilyz Painted Portraits, Cartoons & Caricatures

HOW TO WRITE A GOOD DESIGN BRIEF ...

FIRST TAKE AN OVERVIEW OF YOUR DESIGN NEEDS

The quality and appearance of your design work reflects the amount of thought and effort you have put into it.  Getting the brief right is absolutely crucial.   Please bear in mind that a design brief is likely to change as the project progresses.  The initial brief is the basis for debate and intelligent discussion between you and your designer.

SPECIFIC DESIGN REQUIREMENTS

 

Creating the brief is often a two-way operation so be prepared to answer probing questions from the designer as you work towards reaching the fullest understanding and defining the expectations between client and designer.

CONTENT AND COPY

You need to be clear who is providing the basic content, and who is doing the copy-writing. Your design partner should know of some expert freelance copywriters who can sharpen up your content into sparkling copy.

 

It is recmmended that you provide the base content at your initial briefing so your design partner has a feel for how much text needs to be incorporated within the final design solution.

 

RELATED DESIGN WORK

Does this branded material does this piece of design work relate to and need to fit in other products? Does it have to strictly adhere to some clear corporate identity guidelines? If so, make sure you provide your brand standards to the design company along with the brief.

 

 

TONE & MANNER

If you have your brand story and your brand standards well articulated, then the tone and manner of any new piece of design work should reflect your 'voice'.  Don't use words such as 'professional' use more evocative statements such as:- fresh, edgy, approachable, smart, etc. Doing this makes it much easier to evaluate the design work you are presented with.

 

After you and your designer have jointly analysed & debated the initial briefing document specific graphic needs will have been identified:

 

Create a new website or a make-over for an existing site.

 

Sales support material and developing a theme for a conference,

 

An exhibition or trade show.

 

Create a new brand or service / logo registration.

 

Create and design a corporate identity programme.

 

Create new packaging to be added to an existing brand.

 

Design and produce a mail order catalogue with appropriate on-line links.

 

To oversee and monitor printed matter.

Here are some reasons for engaging a designer

 

Establishing a clear corporate or a brand identity.

 

Creating brand consistency / an alignment with

your other products or services.

 

Improving customer satisfaction / reacting to

complaints & suggestions.

 

 Increase sales and market share.

 

 Entering a new market

 

 

NEXT STEPS

For larger scale graphic design projects, it is standard practice to ask your designer for a reverse brief. This is the opportunity to respond to your brief with initial thoughts and understanding of the design problem, clarify any questions and outline how to approach the design project.

This also help you and I to form a common understanding of the business problem and the strategic direction that needs to be taken.

 

A TYPICAL CUSTOMER PROFILE

 

'Fred is 40, has a small spare tyre and is reluctant to exercise. He's more likely to be found watching sport than playing it. He hates shopping except for electronic and entertainment products which are a high involvement category for him. Wouldn't be seen dead in a lingerie store and buys his wife a gift voucher from Tesco every birthday. Loves football, is a Top Gear addict and is a dab hand at making stir fry chicken. Only reads the Daily Mail newspaper and likes Dire Straits. Hangs out with mates at early doors'

WHO ARE YOU DESIGNING FOR?

What insights do you have about the customers or users who will be exposed to your new design work? Who are they, what do they think of you and what might they expect of you? The more information you can provide about the typical customer or user, the easier it is for a design partner to create something that will resonate with them.

 

If you have research to guide you, share this with your designer.  If you can, paint a word picture of a typical customer. Make them real, give them a personality and not just straight demographics such as blue collar male, aged between 35 and 50.

 

BUDGET

The budget determines the design direction. What you can achieve for £5,000 is very different from £50,000. A clear budget helps frame the creative process and allows your design partner to explore the full range of possibilities.

 

Without a budget guide, your design partner is likely to come back with a solution that is not in keeping with your expectations.

 

And there's nothing worse than falling in love with a design solution that you can't afford, which then gets hopelessly compromised to fit your budget.

 

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