A design brief should be a clear, concise document outlining the project's goals, scope, and requirements to guide the design process effectively.
Writing a compelling design brief involves detailing key information about the business, the project's scope, target audience, competition, goals, existing assets, schedule, and budget. Following a structured approach ensures all necessary information is communicated to the design team or individual.
Based on insights from Maze.co and general best practices, here are the essential components of a well-written design brief:
Key Elements of a Design Brief
Each section of a design brief serves a specific purpose, providing necessary context and requirements for the designer.
1. Overview of the Business
Begin by introducing the organization requesting the design work. This section provides essential background information.
- What to include:
- Company name and brief history.
- Mission statement and values.
- Industry and market position.
- Overall brand identity (if applicable).
- Context for why this specific design project is needed.
2. Project Scope
Clearly define what the design project entails and what deliverables are expected. This sets boundaries and manages expectations.
- What to include:
- Specific deliverables (e.g., logo, website design, marketing collateral, app interface).
- Features or pages required (for digital projects).
- Required formats or specifications (e.g., file types, dimensions).
- Any limitations or constraints.
3. Define the Audience
Understanding who the design is for is crucial for effective communication. Describe the target users or customers in detail.
- What to include:
- Demographics (age, gender, location, income).
- Psychographics (interests, values, lifestyle).
- Needs, goals, and pain points related to the product or service.
- How the design should appeal to this specific group.
4. Understand the Competition
Analyzing competitors helps position the design and identify opportunities or potential pitfalls.
- What to include:
- List of direct and indirect competitors.
- Analysis of their strengths and weaknesses in design and branding.
- What makes your business or project unique compared to them.
- Examples of competitor designs (optional, but helpful).
5. Set Specific Goals
Articulate what success looks like for this design project. Goals should be measurable if possible.
- What to include:
- Primary objective(s) (e.g., increase website conversions, build brand recognition, improve user engagement).
- Key Performance Indicators (KPIs) to measure success (e.g., click-through rate, sales increase, bounce rate reduction).
- Desired impact of the design on the business or audience.
6. Take Inventory of What You Already Have
List existing assets that the designer can use or must consider.
- What to include:
- Existing brand guidelines, logos, fonts, color palettes.
- Content assets (text, images, videos).
- Technical requirements or platforms (e.g., specific CMS, existing code).
- Previous design work that needs to be consistent or updated.
7. Set the Schedule
Provide a timeline for the project, including key milestones and deadlines.
- What to include:
- Project start date.
- Key milestones (e.g., initial concepts, revisions, final delivery).
- Final deadline for completion.
- Availability for feedback and reviews.
8. Determine the Budget
State the allocated budget for the design work. This helps designers propose solutions within financial constraints.
- What to include:
- Total budget range or fixed amount.
- How payments will be structured (e.g., upfront, milestones, upon completion).
- Clarity on what the budget covers (e.g., design fees, stock assets, revisions).
Structuring Your Design Brief
Consider organizing the information clearly using headings, lists, and potentially a table for quick reference.
| Section | Purpose | Key Information to Include |
|---|---|---|
| Business Overview | Provide context about the company | History, mission, industry, brand identity, project reason |
| Project Scope | Define deliverables and boundaries | Specific items, features, formats, constraints |
| Target Audience | Describe who the design is for | Demographics, psychographics, needs, how to appeal |
| Competition | Analyze the market landscape | Competitors, their design analysis, unique selling points |
| Goals | State desired outcomes and success metrics | Objectives, KPIs, desired impact |
| Existing Assets | List available resources | Brand guidelines, content, technical requirements, past work |
| Schedule | Outline project timeline | Start date, milestones, deadlines, feedback availability |
| Budget | Specify financial allocation | Budget amount/range, payment structure, covered costs |
By covering these eight essential areas thoroughly, you create a comprehensive design brief that sets the stage for a successful project, ensuring the design team has all the information they need to deliver effective solutions.
