How to Brief a Graphic Designer (and Get Better Results)
- Mark Orriss
- Sep 23
- 2 min read
Working with a graphic designer should feel exciting - you’re bringing your vision to life. But even the best designer can only work with the information you provide. That’s why a clear, well-structured design brief is the secret to great results, fewer revisions, and a smoother process.
Whether it’s your first time hiring a designer or you’ve done it before, here’s how to brief a graphic designer so you get the most out of your project.
Why a Good Design Brief is Your Secret Weapon
Think of your design brief as a roadmap. Without it, your designer has no clear direction. With it, they can channel creativity into solutions that align with your brand.
A strong brief:
Saves time and money by avoiding endless revisions.
Ensures you and your designer are aligned on expectations.
Produces results that connect with your target audience, not just something that “looks nice.”
What to Include in Your Design Brief
1. Background on Your Business
Share your mission, your values, and your audience. Even a short overview helps your designer understand what your brand stands for.
2. Project Goals
What do you want the design to achieve? More recognition, more leads, or stronger brand consistency? Setting clear objectives ensures your designer knows what success looks like.
3. Target Audience
Design that connects with your customers is far more effective than design that only pleases you. Be specific about who you want to reach.
4. Brand Guidelines
If you already have a logo, fonts, or colours, include them. If not, let your designer know they have room to recommend a cohesive visual direction.
5. Style Preferences
Provide examples of work you like — and explain why. Terms like “modern” or “bold” can mean different things to different people, but visual references remove the guesswork.
6. Practical Details
Deadlines and milestones.
Deliverables (print, digital, or both).
Budget range (helps the designer tailor solutions).
Common Mistakes to Avoid
“I’ll know it when I see it.” → This causes delays and wasted time.
Giving no direction at all. → Even creative freedom needs guardrails.
Copying competitors. → Your brand should stand out, not blend in.
Pro Tips for a Stronger Brief
Be upfront about what you don’t want - it saves time and frustration
Keep your brief focused and concise to avoid overwhelming your designer.
Stay open to creative ideas - your designer may see possibilities you hadn’t imagined.
Final Thoughts
A great design project starts with a great brief. By being clear, focused, and collaborative, you set your designer up to deliver work that not only looks good but also gets results.