How to Brief a Designer Like a Pro (and Actually Get What You Want)

Miscommunication is one of the most common reasons design projects derail. The truth is, designers need a clear, well-structured brief to deliver work that truly matches your vision. A professional design brief acts as your roadmap, setting expectations upfront, preventing costly misunderstandings, and ensuring your project gets completed smoothly.

Whether you’re working with a freelance designer, a creative agency, or even an in-house team, knowing how to brief a designer properly will save you stress and ensure you actually get what you want. Let’s dive into how to nail the process step by step.

Why a Great Brief Matters

Before we jump into the “how”, let’s look at the “why”. A strong brief provides direction. It ensures your designer understands not just what you want visually, but why you want it.

Without a detailed brief:

• Designers may create something that looks good but doesn’t serve your business goals.
• You’ll waste time going back and forth with revisions.
• You risk paying more due to scope creep.

On the other hand, a great brief means:

• You save time by reducing miscommunication.
• You get work that reflects your brand identity.
• You avoid awkward conversations about budget and expectations later.

Step 1: Start With the Big Picture

Design doesn’t exist in a vacuum. Your designer needs to understand your business, your brand, and your goals.

Ask yourself:

• What problem is this design solving?
• How will it be used? (Print, web, social media, packaging?)
• What does success look like?

For example, if you’re designing a brochure, is your goal to generate enquiries, educate your customers, or make your brand look professional? Each of these goals leads to different design decisions.

Providing this “big picture” context helps your designer make strategic choices rather than just aesthetic ones.

Step 2: Clearly Define Your Audience

Your designer needs to know who they are designing for, not just what you like personally. A common mistake is briefing a designer based on your own preferences rather than your audience’s needs.

For instance, a brochure aimed at corporate decision-makers will look very different from a flyer for university students. The tone, colour palette, typography, and imagery all need to reflect the audience.

Include details such as:

• Age, gender, and demographics.
• Pain points and motivations.
• How they will interact with the design (digital vs. print, mobile vs. desktop).

The clearer you are about your target audience, the more your designer can tailor the final product to resonate with them.

Step 3: Share Your Brand Identity

Every piece of design work should be consistent with your brand identity. This means your designer will need access to your:

• Brand guidelines (logos, colours, fonts, tone of voice).
• Examples of past materials (so they can match or evolve the style).
• Any “do nots” (things you definitely don’t want used).

If you don’t already have brand guidelines, this is a great opportunity to create them. Hiring a marketing consultant can help you establish a strong foundation that makes briefing designers much easier in the future.

Step 4: Get Specific About Deliverables

One of the easiest ways for design projects to go off track is being vague about deliverables. Be clear about exactly what you need.

For example:

• A single A4 poster design?
• A suite of social media graphics in different sizes?
• A logo in multiple file formats for print and digital use?

Being precise avoids misunderstandings and ensures your designer allocates the right amount of time to the project.

Step 5: Provide Examples and Inspiration

Words can sometimes fall short. If you’ve ever tried to explain a design style without visuals, you know how easy it is for things to get lost in translation.

This is where visual inspiration helps. Provide your designer with:

• Examples of designs you love (and why).
• Competitor examples to avoid copying.
• Any sketches, mock-ups, or mood boards you’ve created.

Even pointing out what you don’t like is valuable. It narrows the scope and gives your designer clear boundaries.

Step 6: Outline Budget and Timeline Early

It might feel uncomfortable, but being upfront about budget and timelines avoids headaches later. Designers work with different pricing structures, and your budget determines the level of polish, complexity, and revisions possible.

If you’re unsure about costs, Cemoh’s marketing consultant rate guide can give you a sense of what to expect when working with different professionals.

On timelines, be realistic. Don’t expect high-quality work overnight. Share your deadlines and ask your designer to flag if they think they’re achievable. A good rule of thumb is to allow extra time for revisions.

Step 7: Set the Tone for Collaboration

Briefing should be the start of a collaborative process. Be clear on how you’d like to work with your designer:

• Do you prefer structured check-ins or a more flexible approach?
• Who is the main decision-maker (to avoid conflicting feedback)?
• What tools will you use for communication (email, Slack, project management software)?

When expectations are set upfront, projects run much more smoothly.

Step 8: Feedback the Right Way

Even with a great brief, revisions are part of the process. The way you give feedback makes all the difference.

Good feedback is:

• Specific: “The font feels too corporate” is better than “I don’t like it.”
• Constructive: Point out what is working as well as what isn’t.
• Respectful: Remember your designer is a professional, not a machine.

Avoid giving contradictory feedback (e.g., “make it more fun but also more serious”). If multiple stakeholders are involved, consolidate feedback before sending it to the designer.

Step 9: Think Beyond the First Project

Building a relationship with your designer pays off in the long run. Once they understand your brand and preferences, future projects will be faster and more effective.

If you don’t need a full-time designer, consider working with freelance marketers or a Fractional CMO who can manage creative projects strategically without the overhead of a permanent hire.

Common Mistakes to Avoid

To wrap up the practical steps, let’s highlight some common pitfalls:

• Being vague about goals or audience.
• Withholding budget until the last minute.
• Providing too much (or too little) inspiration.
• Giving inconsistent or delayed feedback.
• Treating the designer as a “pair of hands” rather than a creative partner.

Avoid these, and you’ll be ahead of most people who brief designers.

Briefing Like a Pro

A great design brief is the foundation of a successful creative partnership. By providing context, clarity, and collaboration, you empower your designer to do their best work while ensuring you actually get what you want.

So, the next time you need a brochure, a social media campaign, or a complete rebrand, remember: the better your brief, the better your results.

If you’re ready to bring your vision to life with professional creative support, it might be time to hire a graphic designer through Cemoh. With the right brief in hand, you’ll be amazed at how smooth the process can be.