the B R I E F
What is a Brief?
A brief is simply a document that succinctly summarizes
relevant information about your communication goals.
Some agencies call it the 'creative brief'. Some call it the
'communications brief'. Whatever it is called, it is the
most important document that starts the creative
process - it is the foundation to the creative process. It
can mean the difference between being disorganised and
unfocused and being organised, focused and motivated.
A design brief, normally, will give sufficient information to
put the problem in context and to indicate the
requirements, but it does not or should not impose
unnecessary constraints on the solution.
The wording of a design brief needs careful consideration. For
example, a task can be stated in either of two ways -
1. Design a bed
2. Design something to sleep on
The first example is called a closed design brief and the second
an open design brief. A closed brief says what the product will
be. An open brief leaves it for the designer to decide.
Although a design is not generated by the brief but by the
designer's own design knowledge, the brief plays a vital role in
focusing effort towards solutions that are relevant to the client's
A well-crafted design brief can function as a contract, an easy-to-
follow road map for the entire design process, and an invaluable
tool for securing project approval at the end of the process. A
great design brief will make life easier and less stressful for
everyone involved in a design project.
"How to brief a graphic designer"
The following information has been provided for businesses and
Information should be restricted to
- a brief description of the organisation and its communication
- whether corporate identity guidelines exist
- if and how copy and photographs will be provided
- how many design concepts will be required
- whether authorâ€™s corrections are likely to be substantial or
- production specifications
(number of pages, quantity, paper quality, size,
preferred binding etc)
- the proposed production schedule
The above information previously appeared on the website of
Carolyn Morgan Design, Brisbane
Creative Brief see below left
A creative brief is like a road map. A good brief leads to
imaginative and persuasive ads. And gets you there quickly. A
bad brief starts you off in the wrong direction. So you have to
stop, figure out where the heck youâ€™re going, and start again.
see below left
Here is a design brief for a hypothetical event from Sauce, an
intiative of the Australia Council for the Arts, the Australian
Government's arts funding and advisory body.
With some modifications you may be able to use this in class
"When working with graphic designers, always give them a
written design brief as well as having a face-to-face meeting. It
is very hard to change a design to incorporate an element that
has been forgotten!"
What to include in your design brief
JOLT DESIGN is a full-service web design firm based in Mackay,
Queensland. They previously had a web page explaining the
design process they use. This included the the details sought
from the client during the briefing process.
The brief is particularly for the design of a website
Click HERE to go to UNIT 4 Outcome 1
Click HERE to go to DESIGN PROCESS
Client / Client contact
Background / Overview:
What is the objective - the
What do we want to say?
What are the supporting
rational and emotional â
€˜reasons to act or believe?â€™
Target audience: who are we
Additional info & insights:
What do we need from the
and when do we need it?
Client service checklist: