What Makes a Good Design Brief (And Why It Matters)

SW Graphics
May 6
3 min read

Updated: Aug 4

Whether you’re launching a new brand, revamping your website, or creating marketing materials, one of the most overlooked—but absolutely critical—steps in the design process is writing a clear and comprehensive design brief.

As a designer, I can tell you firsthand: the better the brief, the better the outcome. A good design brief doesn’t just save time and money—it lays the foundation for creative work that’s strategic, effective, and aligned with your goals.

Let’s break down what makes a design brief actually good.

Clarity is Key

The most important quality of a great brief? Clarity. Designers aren’t mind readers—we need a clear understanding of what you’re trying to achieve.

Unclear: “We need a fresh new look.”
Clear: “We want a modern logo that appeals to young professionals and works well on mobile apps.”

When you define what success looks like, your designer can focus their creative energy in the right direction.

Project Background

Give context. Why are you starting this project? Are you launching a new product? Refreshing an outdated brand? Trying to reach a new audience?

The more we know, the better we can shape the visuals to match your story.

Include:

A short company background
Your current challenges
Any previous design efforts (what worked, what didn’t)

Goals & Objectives

Design should serve a purpose. A great brief will outline both business and design goals.

Examples:

Increase website conversions by 20%
Attract more high-end clients
Improve brand recognition on social media

Having specific, measurable objectives helps keep the project grounded and focused.

Know Your Audience

Design choices change based on who you’re trying to reach. A playful look for teens is vastly different from a luxury feel for corporate clients.

Provide:

Demographics (age, gender, income, location)
Psychographics (interests, habits, values)
Pain points and what they need from you

Competitor Landscape

Understanding your market is crucial. Share who your competitors are, and what you like (or dislike) about their branding or design approach.

This gives your designer a clear picture of where you fit in—and how you can stand out.

Scope & Deliverables

Spell out what you expect to receive at the end of the project.

Are you looking for:

A logo and brand guidelines?
A website redesign?
Social media templates?

Also clarify what formats you need: PDF, PSD, AI, web-ready files, etc. This helps avoid scope creep and ensures everyone is on the same page.

Timeline & Deadlines

Deadlines affect everything—from concepting to delivery. Be realistic, and allow time for revisions and feedback.

Tip: If your timeline is tight, be upfront about it from the start. We can work around it, but only if we know!

Budget

It might feel awkward, but sharing your budget early on is incredibly helpful. It ensures expectations are aligned and saves everyone from wasted time.

Design can scale based on budget—so don’t worry if it’s small. Just be honest, and we’ll tailor the solution accordingly.

Visual Preferences (Optional, but Helpful)

It’s always helpful to know what you like—and don’t like.

Include:

Inspiration boards
Color preferences
Examples of brands you admire

This isn’t about copying others—it’s about guiding the visual tone so your designer can hit the mark faster.

Wrapping Up

A good design brief is the foundation of a successful project. It gives your designer the insight they need to create something that’s not just beautiful—but effective.