Key facts
- A brief should fit on one or two pages
- Include the business, the audience, the objective, deliverables, examples, deadline and budget
- List every place the design will appear, including sizes
- Show examples you like and say why
- Name who signs off the work
- A clear brief is the quickest route to an accurate fixed price
Why the brief matters more than the budget
Most design projects that go over time or budget do so because the brief was vague. "Something modern and clean" means different things to everyone. A good brief gives the designer the facts they need to make decisions, and gives you something to judge the work against. It also lets the designer give you an accurate fixed price, because they know what is in scope.
You do not need marketing jargon. Plain answers to the questions below are worth more than a polished document that avoids specifics.
What to include
- About the business. What you do, how long you have traded, where you work, and what makes you different from competitors.
- The audience. Who buys from you: age, trade or consumer, local or national, price-conscious or premium.
- The objective. What the design must achieve: more enquiries, a product launch, looking credible to bigger clients, standing out at an exhibition.
- Deliverables. Exactly what you need, with quantities and sizes: "A5 double-sided flyer, 1,000 copies" or "logo plus business card and letterhead".
- Where it will be used. Print, web, social, signage, embroidery, packaging. This changes file formats and how the design is built.
- Content. Who supplies the text, photos and logos, and when. Missing copy is one of the biggest causes of delay.
- Likes and dislikes. Three examples you like and why, plus anything you definitely do not want.
- Fixed elements. Existing logo, colours, fonts or legal wording that must appear.
- Deadline. The real date it is needed, including print and delivery time.
- Budget. A range helps the designer suggest what is realistic.
- Decision maker. Who approves the work. Designing by committee without a final say slows everything.
A template you can copy
Copy these headings into an email and answer each one in a sentence or two:
- Business name, website and what we do:
- Our customers are:
- This project needs to:
- Items needed, sizes and quantities:
- Where it will be used:
- Text and images will be supplied by:
- Examples we like (links or attachments) and why:
- Things to avoid:
- Must include (logo, colours, wording):
- Needed by:
- Budget range:
- Final sign-off by:
Attach anything that already exists: your current logo files, brand colours, photos, previous leaflets, and any printer or platform specifications. These save the designer from guessing and reduce the cost.
Extra details for specific jobs
- Logos: the exact business name and any strapline, plus every place the logo must work, from a favicon to a van. See how much a logo costs.
- Print: size, paper, folds, quantity and who is printing. See print-ready artwork.
- Packaging: dieline or box dimensions, legal text, barcodes, and the printer's spec.
- Photography: shot list, locations and usage. Our photographer brief guide covers this.
- CAD: dimensions, tolerances, material, process and required file type such as STEP or DWG.
Common mistakes
- Describing the design rather than the problem. Say what it must achieve and let the designer solve it.
- Leaving out the audience. Design for a trade buyer differs from design for a parent shopping online.
- Sending text in drips. Final copy before design starts saves rework.
- Changing decision makers halfway through.
- Forgetting the print or launch date when setting the deadline.
- Not mentioning existing assets. If you already have photos, a logo file or brand colours, attach them so the designer does not recreate what exists.
Finally, read the brief back as if you were the designer. If any line could be read two ways, rewrite it. Ten minutes spent here saves days of back and forth later.
When to call dijitul
Send your brief to dijitul, even if it is rough, and we will ask the questions needed to fill the gaps, then give a fixed price. Our starting prices are on the pricing page, and how we work explains what happens next. Request a quote.
Frequently asked questions
How long should a design brief be?
One or two pages is plenty for most jobs. It needs to cover the business, audience, objective, deliverables, examples, deadline and budget. A longer brief is only useful if it adds facts, such as legal wording or technical specifications, rather than general description.
Should I tell a designer my budget?
Yes. A budget range lets the designer recommend what is realistic and avoid quoting for something you cannot afford. dijitul publishes starting prices, such as logos from £150 + VAT, and gives a fixed price from your brief before any work starts.
What if I do not know what I want?
That is normal. Focus on what you do know: your customers, what you want the design to achieve, and examples you like or dislike. A good designer will ask follow-up questions. dijitul will help shape a rough brief into a clear one before quoting.
Do I need to write the text before the design?
Ideally, yes. Design works best when the designer knows how much text has to fit. If copy changes a lot after layout, it often means reworking the design. If writing is a struggle, ask the designer whether copywriting help can be quoted.
Can I send examples of competitors' designs?
Yes, as reference, but explain what you like about them. A designer should use them to understand your market and then create something original. Copying another business's design risks confusion and potential copyright or trade mark problems.
What happens after I send dijitul a brief?
We read it, ask any questions needed to fill gaps, and send a fixed price with what is included. Once you approve the quote, work begins. Our How we work page explains each stage.
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Get a fixed price
Send a rough brief. You'll know exactly what it costs before we start.