It goes without saying that the first step to getting the right design solution is getting the brief right. Your designers can help you to write a design brief but the basic information that you need to provide is outlined in the five steps below.
- Outline your objectives clearly.
Why are you commissioning this project? As with any marketing exercise you need to set clear goals outlining what you want to achieve. Typical examples might be to raise awareness, increase sales, reach a new audience, etc.
- Give as much background and supporting information as you can.
No one understands your business as well as you do so make sure you tell your designers about it. Good designers will engage with your business and share your enthusiasm. Tell them about the culture and personality of the organisation as well as a factual overview. Share what’s good and bad, what is and isn’t working. Be honest. Recognising issues and addressing them is key to business success and design can help reflect changes and alter perceptions. Tell them about your competitors, industry and audience.
- Clearly state any specific requirements.
What are the deliverables? Try to give a guide budget and timescales. If you have brand guidelines ensure that you supply them. If this needs to work alongside other marketing materials ensure that you show them.
- Don’t be overly prescriptive.
Try to involve your designers as early as possible in the process before too many decisions have been made. They can recommend formats, distribution methods and production options that you may not have considered. Try not to influence the design solution too strongly with your own ideas at this stage. You’re paying designers for their creativity so don’t stifle them at the start of a project even if you have to rein ideas in at a later stage. This leads to more exciting and innovative design solutions.
- Supply any examples of designs that you like or think are effective.
While you don’t want to copy what others are doing it’s a good starting point to see examples and get an indication of what you do and don’t like. If you have any examples of materials that you have produced previously it is important to show these – even if it’s to show what you want to change or feel isn’t working.
These are all discussion points to develop a dialogue between you and your designer and help them gain a deeper understanding of your organisation and create something that is unique and relevant to you and specific to your brief. The more information you can give the better the outcome.