- In the previous video,
I discussed the design brief.
What it is, and why it is important to the design process.
In this video, I'm going to take a closer look
at the design brief and discuss
what makes a good design brief?
Now, not every brief will be the same.
Terminology and structure will vary,
but it should all cover similar criteria
to adequately prepare the desire to start a project.
A typical brief should include all the relevant information
a designer will need
in order to understand the context,
the requirements and the needs
of the client for the project.
Here is an example of a typical design brief.
You can see how the criteria is structured
with all the supplied information.
Looking at this example, we can see
the criteria covered as follows.
Project brief title, project information.
The first section covers project client overview,
which contains what, why, goals,
unique selling point, tone of voice,
straplines, audience, competitors
and strategic considerations.
Next, we have the design overview section,
which covers objectives, impact,
likes, and dislikes, existing branding
or marketing collateral, design considerations.
How will success be measured?
Budget, timeline, deliverables, and additional notes.
Now this is a good example of a brief
because it clearly separates the project
into two very comprehensive parts.
One, project overview and two, design overview.
The project overview focuses on what the business
or product is about, and gives clear context.
And the second part covers all the design requirements.
If you wish to take a closer look at this,
you can find a downloadable link in the description.
So let's take a closer look at each of the criteria.
So a brief will always start off
with the project brief title,
which should sum up the whole project.
The project information section should include,
client details and point of contact.
Next, we have the first section, project client overview,
which should ideally touch on nine key points.
What, why, goals, unique selling points,
tone of voice, straplines, audience, competitors
and strategic considerations.
The idea of this initial section
is to cover the whole background of the product or business.
This will serve as a strong introduction to any project.
If provided with adequate information on each,
this will properly inform
and give a designer all the insight they need
to help understand the context,
which is really important at the start of a project.
So first we have what.
And this should be a short paragraph introducing
the project and client.
What it is and what it does.
This should outline any background information,
stories and interesting facts about the business or product.
This serves to get a good idea of what one is designing for
and to get an idea of the vision of the product or business.
Next we have why.
And this should be a short paragraph
about the agenda of the project,
and should outline key reasons for it's inception.
This serves to get a good idea
of the purpose of the project.
Next we have goals.
Which should state what the client wants to achieve
with the new product or business.
This serves to get a good idea
of the mission for the product or business,
which can further inform the context.
Next, we have unique selling points.
And this should stay what makes the product
or business especially unique
compared to any other products or companies.
This serves to get a good idea
of the values for the product or business
to identify any distinguishing factors
which could play a vital role
in a potential creative solution.
Next, we have the tone of voice.
Which should describe the character
of the product or business
and how the product or business intends to communicate
and engage with the target audience.
What language will they use?
And what tone of voice will they use?
The idea here is to help the designer further understand
the nature, personality,
and character of a product or business.
Which can help a designer work in the right direction.
Next, we have straplines.
And this should simply state any straplines
that have been developed
for the existing product or business.
If available, again, this will serve
to better understand the context
and hit and tone of voice and character.
So next, we have audience.
And this should touch on a few things to gain clear insight.
This should include a paragraph describing
the target audience, and then go into detail
about things like gender, age and salaries if appropriate.
Next, there can be an outline about the type of profession
the target market may have,
and the personality of the audience.
Lastly, touching on what they care about.
Which should suggest their values and what they relate to.
When undertaking design, understanding the audience
is one of the most important criteria.
This part of the brief serves to fully understand
the audience.
The personalities and characters
of who one will be designing for.
This will give a better insight into what appeals
to the audience, which can help influence
a more targeted creative solution.
Next, we have competitors.
And this should list any companies or products
that are similar to the brand or product the brief is for.
This helps inform the designer of other products
or businesses on the market.
So they can be sure of what to avoid, what to research,
and what to take into consideration and learn from.
Next we have strategic considerations.
And this should state any specific ways the product wishes
to market or proposition itself later down the road.
Or any commercial or disruptive goals they wish to achieve
with the product or business.
So that covers the first section.
Next, we have the second section, design overview.
Which should ideally touch on the following key points.
Objectives, impact, likes and dislikes,
existing branding or marketing collateral,
design considerations.
How will success be measured?
Budget, timeline, deliverables, and additional notes.
Once a designer has been introduced to the project
and understands the context
of the project from the first section,
then the designer can learn exactly what design is required
for the project, and the challenges that lay ahead.
So first, we have objectives.
And this should be a paragraph to outline details
about what design is required for the project
and it's intended aims and usage.
This could either be a paragraph or a list,
and serves to give a clear indication
of exactly what the requirements are
and what the client wants to achieve with the design.
Next, we have impact.
And this should be a paragraph describing
the impression the client would like to make
with the design.
This helps the designer further understand
the nature and personality of the product or business,
and how it wants to be seen.
This can help the designer focus and develop more relevant
and appropriate creative solutions.
Next, we have likes and dislikes.
And this should be a list of references
the client likes or dislikes.
This can be what they might want the design to
take cues from.
Maybe what it might be like
and what they want to avoid.
This can include specifics like, colors,
look and feel, styles and layouts
and any brand examples.
This can help influence the design process
and also help highlight certain visual elements
or styles they do not like or want to avoid.
Next, we have existing branding or marketing collateral.
Now this should specify any current visual design
already in place.
For example, brand guidelines, advertising material,
or any print material they currently use
and want to be consistent with.
Next, we have design considerations.
And this should list any details to keep in mind
with regards to how the design will be used.
Is the design predominantly for print or digital or both?
This should also state any disruptive
or commercial goals intended with the design.
Next we have, how will success be measured?
And this should state how the client plans to measure
the success of the design work.
This may suggest any focus points,
priorities or areas the project will need
to be particularly strong in,
which a designer can keep in mind.
Next, we have budget.
If a quote has not already been issued,
budget should stay at how much the client
is looking to spend on the design.
Next, we have timeline.
Which should state any milestones
across the progress of the project,
and the deadline when all work will need to be completed by.
And last, we have deliverables.
Which should specify a clear list
of what exactly is required from the project.
In this instance, it's a checkbox for design,
digital, print and project assets that will be needed.
Finally, at the end, we have a page called additional notes.
And this is where any other related information
regarding the project can go.
So with all this criteria covered,
a designer can then take the time to read,
digest and fully understand the details in the brief
and the challenges that lay ahead.
From this, a designer will be well-equipped
to begin the design process.
Or in lots of cases, have further questions
which they can then discuss with the client.
So what makes a good design brief is the quality
of information provided for all the main touch points
to inform a designer of everything they need
to know to start the design process and do a good job.
So that is what I think makes for a good design brief
and what I would recommend you seek
out from your clients,
to help you better equip yourself when starting a project.
So what are your thoughts on what makes a good design brief?
Be sure to share your thoughts in the comment section.
And if you wish to learn more about open and closed briefs
and how to build your own brief,
you can see links in the description to other videos
where I go into those topics in more detail.
Well, I hope you enjoy this video,
if you did, hit the like button
and don't forget to subscribe
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of more design discussion videos like this in future.
Also, if any of you have any other design topics
you would like to see me discuss,
be sure to pop them in the comments
or email me at creative@garethdavidstudio.com.
And I look to create another discussion video in future.
Until then, have fun guys
and I'll see you next time.
(upbeat music)