A vague brief produces vague work. The clearest briefs get the best results, the fewest revisions, and the fastest turnarounds. Here’s exactly what a designer needs from you before any project begins.
How to Brief a Designer (So You Don’t Waste Time or Money)
A simple guide for faster turnarounds, better results, and fewer “can you just…” messages.
Knowing how to write a design brief is the difference between a smooth project and an expensive, frustrating one.
When your brief is vague, you’ll usually get:
• More revisions
• Longer timelines
• Inconsistent results
• Higher costs (because everything turns into guesswork)
So here’s how to brief a designer properly; without writing a novel.
What a Good Design Brief Looks Like (And Why It Matters)
Knowing how to write a design brief properly is one of the most underrated skills a business owner can have.
A good brief makes sure everyone is aligned on:
✅ What you need
✅ Why you need it
✅ What success looks like
✅ When it’s needed
✅ How it should feel
The “Copy + Paste” Brief Template (Use This Every Time)
Here’s exactly how to write a design brief your designer will thank you for:
1. What do you need designed? (e.g. Instagram post, flyer, pull-up banner, brochure, website page)
2. What’s the goal of this design? (Enquiries, sales, event promotion, trust, awareness)
3. Who is it for? (Parents, principals, homeowners, HR managers, etc.)
4. What do you want the viewer to do next? (Book a call, visit website, order by Friday, etc.)
5. What size / format do you need? (1080×1350, A4 print, 850×2000 pull-up, etc.)
6. What content needs to be included? (Final text, dates, pricing, links)
7. What style do you want? (Clean, bold, premium, playful; include examples if possible)
8. What brand assets should be used? (Logos, fonts, colours, photos)
9. What’s the deadline? (Be specific; date & time if possible)
10. Who is approving it? (One decision-maker only; avoids back-and-forth)
For further guidance, the Design Council has useful resources on briefing creative teams effectively.
The 3 Things That Slow Every Design Project Down (Avoid These)
❌ “Just make it pop” → Give a direction like premium, simple, bold, or kid-friendly.
❌ “Can you just…” → Send all final text in one message.
❌ No examples + no preferences → Even “I hate yellow” helps !
What Happens When the Brief Is Incomplete
A vague brief doesn’t just slow things down. It changes the outcome entirely.
Here’s what typically unfolds when a brief is missing key information:
No goal defined → The designer focuses on making it look good, not making it work. You get something pretty that doesn’t convert.
No audience specified → The tone, imagery, and style get chosen by gut feel instead of strategy. It might appeal to the designer, not your customer.
No deadline given → Your job gets slotted in around everything else. “Whenever” always means later than you wanted.
No examples or references → You end up doing three rounds of revisions trying to describe what’s in your head. The designer isn’t a mind reader — and shouldn’t have to be.
No single approver named → Three people give feedback. Two of them contradict each other. The designer is stuck in the middle.
The good news? Every one of these problems disappears with a brief that takes ten minutes to fill in. That’s the whole point of the template above.
Quick questions to ask yourself before you hit send:
- Can the designer do this job without coming back to me first?
- Is all the final copy included? Or will I be sending it later?
- Have I given at least one example of a style I like?
- Is there one clear person approving the final?
If you can answer yes to all four, your brief is ready.
The HOAD Way: Fast, Clear, and On-Brand
At HOAD, we’re not here to throw pretty graphics at the wall.
We design with purpose; so your materials don’t just look good… they work.
If you need:
• Consistent branded templates
• Marketing graphics that feel professional
• Print-ready files that don’t cause headaches
• Design support that’s quick but not chaotic
👉 You’re in the right place.
If you want to know how to write a design brief that gets results first time, or need consistent on-brand materials created quickly, take a look at our Design & Branding service to see how we work.
Want better design results with fewer rounds of revisions?
Send us a clear brief, and we’ll make the magic happen.
Get in touch or send your next job request, and we’ll take it from there.