How to brief a graphic designer

As an agency with in-house graphic design capabilities, we’ve seen quite a few graphic design briefs in our time and it is always evident if you’ve worked with a designer before or not. To help the ‘freshies’ out there, we’ve put together this blog on how to brief a graphic designer.

As always, if you have any questions, don’t hesitate to comment or flick us an email!

STEP ONE

Know where you want your design to go.

Designing for online and print spaces are two different things. Not only do they use different colour spaces (CMYK for print, RGB for online), but designers must also take into account how and where people will see your design.

The font size and positioning for a billboard is significantly different to an Instagram post…it’s important we know where your design is going! And if you need both print and online, we can take that into consideration and quote the correct amount. The end platform also dictates the file types we supply you (.pdf, .jpeg, .png etc.).

STEP TWO

Know what size you want or ask for guidance.

This seems pretty simple, but over half our design clients don’t come to us with a size. Size is obviously dictated firstly by Step One (online/offline), then personal preference, then end-user use. If you know what size you want (for example, A4), then let us know in the brief, otherwise ask for guidance based off the intention and end-use of the design.

STEP THREE

Send us through your draft copy.

If you’re seeking a set-fee or project quote rather than an hourly rate, the more information you can give us upfront the better. A 20 page document could either be fairly simple and affordable to design with templated layouts, OR you could have a mix of infographics and complex data layouts which require more time. Give us whatever you can during the brief stage (by the way…Word docs over PDFs)!

If you want to hire a copywriter, we recommend working with a professional (or agency) who can handle both design and copywriting. This will streamline the process for you and ensure you get the most cut-throat, attention-grabbing design you can as both parties are involved from the beginning and thinking about the importance of copy and design throughout the entire process.

STEP FOUR

Let us know about imagery.

• Are you supplying all the images, or will we need to source stock photography?
• Are your images high enough resolution?
• Are you after infographics only and need icons created?
• Do you have access to an icon database?
• Do you have all your logos on file in (preferably) .eps format?

It’s really important we know what you’re planning on supplying, if it’s suitable, or if we need to source our own. For larger documents, when you supply the draft copy it’s a good idea to name which images you want on particular pages.

STEP FIVE

Provide us with your brand style guide.

Smaller businesses may not have a brand style guide (if you don’t, you probably should be researching why this is the KEY to a strong brand and ensuring brand recognition), however if you have one – let your designer know and even send it over to them!

Some style guides are very detailed and restricting, this may mean we need to spend less time devising creative layouts as we’ve been dictated very specifically what you need.

If you don’t have a style guide, see Step Six, but also provide us with copies of your current marketing collateral, your logo and link to your website. This will enable us to get a feel for your brand and see what colours and layouts you’re predominantly using so we can try to keep within the same tone.

STEP SIX

Give us examples of what you want.

It’s only going to cost you more money if you have a vision in your head based on something you’ve seen, but don’t share it. Even if it’s only small elements of other designs, or even sketches you’ve done on napkins, everything you can share will help us capture and create an end product you love.

STEP SEVEN

Tell us your deadline!!!

We may have projects already in the pipeline and won’t be able to meet your deadline. If you need your design by a certain date let us know so we can provide you with a timeline and fit you into our schedule.

Other questions you may want to think about and answer in your brief include:

• If you need a specific file format (for example: .jpeg, .png, .tiff, .pdf, .eps etc.)
• If you have a budget you need to stick by (super helpful for designers!)
• If you need to request the original design files (*most designers won’t give these, but you can ask at the brief stage)
• If you need multiple versions created (for example, an annual report without the financials section)
• If you need any corresponding collateral (for example, a branded envelope)
• If there’s an approval process that you need to follow internally, or any approval codes or disclaimers that need to go into the design
• If this design is confidential and cannot be shared in a public design portfolio

And if you need a graphic designer or copywriter – why not grab a quote from us?!