How to Write a Compelling Design Brief + Free Template!

How to Write a Compelling Design Brief + Free Template!

27 Jun 2024

Every design journey starts with a simple yet powerful request from your design team – the design brief. When conversations kick off about a new project or making improvements, it almost always ends with a common phrase: "please share the brief." Why? Because while talking about it, you can only give the overview. The design brief is where you find all the nitty-gritty details about the project, serving as your go-to guide.

Think of it as your project's go-to manual, a compass guiding every step. The design brief is like a trusted companion where all the essential details are neatly compiled.

In simpler terms, it's the roadmap ensuring everyone is on the same page. From the initial spark of an idea to the finer intricacies of the project, the design brief is the cornerstone, offering a comprehensive guide for your design team.

In this blog, we'll talk about why making a good design brief is important. We'll make it easy, guiding you through the steps to create a design brief that sets the stage for great designs.

What is a Design Brief?

A design brief is a detailed document that outlines the goals, objectives, and specifications of a design project. It serves as a guideline, providing essential information such as the project's purpose, target audience, and visual preferences. Essentially, it's the go-to guide that helps both clients and designers stay on the same page throughout the creative process.


What is the Purpose of a Design Brief?

The purpose of a design brief is to serve as the project's compass, providing clear direction and focus throughout the creative journey. Its primary objectives include:

  1. Ensure that everyone involved, from clients to designers, shares a common understanding of the project's goals and expectations.

  1. Help align project objectives by outlining specific outcomes and desired results, ensuring the design team is working towards the same overarching goals.

  1. Minimize the likelihood of misunderstandings and reduce the need for revisions, promoting efficiency and meeting project timelines.

  1. Offer inspiration and direction by including elements such as mood boards, references, and preferences, guiding the creative team in achieving the desired aesthetic.

  1. Serve as a tool for problem-solving, addressing potential challenges or limitations upfront, and providing a roadmap for overcoming them.

Why Use Design Brief

Using a design brief is not just a best practice; it's a strategic choice that brings numerous benefits to the table. When you use design briefs, you're optimizing the entire design process for better outcomes, smoother collaboration, and ultimately, a more successful project. Design briefs offer several essential benefits. These benefits can help you in various ways.

  1. Design briefs provide clarity, helping to define and refine project goals. It keeps everyone focused on the core objectives, minimizing the risk of veering off track during the design process.

  1. By clearly outlining project requirements and expectations, design briefs save valuable time and resources. Designers can work more efficiently, reducing the need for multiple revisions and iterations.

  1. The design brief acts as a preemptive measure against misunderstandings. It ensures that both clients and designers are on the same page, reducing the potential for misinterpretations or conflicting visions.

  1. When everyone involved has access to a comprehensive design brief, collaboration becomes more seamless. Designers can better understand client expectations, and clients can appreciate the creative rationale behind design choices.

  1. For projects tied to an existing brand, design briefs ensure consistency by clearly stating brand guidelines, preferred colors, fonts, and styles. This consistency is crucial for reinforcing brand identity.

  1. The design brief serves as a reference point for decision-making throughout the project. When faced with choices, whether in design elements or approaches, the brief provides a clear framework for making informed decisions.

How To Create a Design Brief

Your design brief is the launchpad for your project. It's the document that becomes the go-to reference for everyone involved throughout the entire design journey. From answering questions to resolving doubts and seeking confirmations, the design brief is the compass that keeps your project on course.

Here's a step-by-step guide to help you craft a design brief that not only serves as a roadmap but ensures that everyone is aligned to achieve the project's goals effectively. Let's dive into the process of creating a design brief that sets the stage for success.

#Step 1: Project Overview

Begin by providing a general overview of the project. Include details such as the project name, purpose, and a brief description of what the design is intended to achieve. Here is how you can do it.

  1. Purpose: Define the purpose of the project. Explain why the design work is being undertaken and what goals it aims to accomplish. This could be anything from rebranding to launching a new product or enhancing user experience on a digital platform.

  1. Brief Description: Provide a concise yet informative description of what the design is intended to achieve. This is a high-level summary that gives readers a clear understanding of the project's scope. For instance, if the project involves creating a logo, the brief description could state that the goal is to develop a modern and versatile logo that reflects the company's values.

  1. Context: Include any relevant contextual information that helps to frame the project. This may involve mentioning industry trends, market conditions, or specific challenges that the design aims to address. Providing context ensures that the design team understands the broader landscape in which the project exists.

#Step 2: Background and Context

The "Background and Context" section of a design brief provides essential information that helps the design team understand the broader context in which the project operates. It serves to offer insights into the historical, industry, and situational factors that may influence the design decisions.

Company Background

Begin by offering a comprehensive overview of the company initiating the design project. Highlight key aspects such as the company's history, mission, values, and core activities. This sets the stage for understanding the organization's identity and how the design fits into its broader narrative.

Industry Overview

Provide insights into the industry within which the company operates. Detail current market trends, challenges, and opportunities. This information helps the design team tailor their work to align with industry expectations and stand out in a competitive landscape.

Market Positioning

Describe the company's current position in the market. This includes identifying competitors, target audience, and unique selling points. Understanding where the company stands within its market helps guide design decisions that reinforce or enhance its positioning.

Historical Design Considerations

If applicable, discuss any previous design efforts, successes, or challenges. Highlight what worked well and what didn't in past designs. This insight informs the design team about the company's design preferences, areas for improvement, and the evolution of the brand's visual identity.

Emerging Trends

Explore any emerging trends in design or technology relevant to the industry. Staying ahead of design trends ensures that the new design remains contemporary and resonates with the target audience. This information is particularly important for industries where aesthetics and user experience are rapidly evolving.

User Feedback and Surveys

If available, incorporate feedback from users or relevant surveys that shed light on audience preferences and expectations. Understanding the perspectives and needs of the target audience directly influences design decisions, making the end product more user-centric.

#Step 3: Goals and Objectives

The "Goals and Objectives" section of a design brief outlines the specific outcomes the design project is intended to achieve. This step is crucial for providing clear direction to the design team and aligning their efforts with the broader goals of the organization. This section includes:

Strategic Business Goals

Define the overarching business goals that the design project aims to support. These goals could range from increasing brand awareness and market share to driving sales, expanding into new markets, or enhancing customer loyalty. Understanding these high-level objectives helps the design team create visuals that contribute to the company's strategic success.

Design-Specific Objectives

Translate the business goals into design-specific objectives. For example, if the business goal is to increase brand awareness, a corresponding design objective might be to create a visually impactful and memorable brand identity that resonates with the target audience. Be specific and measurable to provide a clear benchmark for the design team's success.

User-Centric Objectives

Consider the needs and preferences of the target audience. Clearly outline objectives related to user experience, such as improving website navigation, simplifying the purchasing process, or enhancing overall user satisfaction. This ensures that the design not only aligns with business goals but also addresses the expectations of the end-users.

Brand Perception

Articulate how the design should influence the perception of the brand. If the goal is to reposition the brand as more modern and innovative, specify design elements that convey these attributes. This could involve color schemes, typography choices, or visual motifs that align with the desired brand image.

Measurable Success Metrics

Establish specific key performance indicators (KPIs) that will be used to measure the success of the design project. These could include metrics like increased website traffic, higher conversion rates, improved customer engagement, or enhanced brand recognition. Having measurable objectives allows for an objective evaluation of the design's impact.

Timeline-Related Objectives

If there are specific time-related considerations, outline objectives related to project timelines. This might involve meeting deadlines for product launches, marketing campaigns, or industry events. Aligning design objectives with the project timeline ensures that the design team works efficiently to meet critical milestones.

Adaptability and Scalability

Consider objectives related to the adaptability and scalability of the design. If there are plans for future expansions or modifications, communicate how the design should be flexible to accommodate these changes. This forward-thinking approach helps in creating a design that stands the test of time.

#Step 4: Target Audience

The section of design briefs is crucial for guiding the design team in creating visuals that resonate with a specific demographic. Understanding the characteristics, preferences, and behaviors of the target audience by creating user personas, helps tailor the design to effectively communicate with and engage the intended viewers.

Demographic Information

Define the key demographic characteristics of the target audience. This includes factors such as age, gender, location, income level, education, and occupation. The more detailed and specific this information is, the better the design team can tailor their work to appeal to the intended audience.

Psychographic Traits

Go beyond demographics and delve into psychographic traits. Consider the values, interests, hobbies, and lifestyles of the target audience. Understanding the psychographics helps in creating designs that resonate on a deeper level, connecting with the audience's emotions and aspirations.

Behaviors and Preferences

Detail the behaviors and preferences of the target audience concerning the product or service. This might include shopping habits, online behavior, preferred communication channels, and expectations from the brand. Insights into these aspects inform design decisions that align with how the audience interacts with the brand.

User Journey and Touchpoints

Map out the typical user journey and identify the various touchpoints where the audience interacts with the brand. This could include social media, websites, mobile apps, physical stores, or other platforms. Understanding the user journey helps in creating a cohesive and seamless design experience across all touchpoints.

Challenges and Pain Points

Highlight any challenges or pain points that the target audience might be facing related to the product or service. This insight is valuable for creating designs that address these issues, providing solutions and enhancing the overall user experience.

Competitor Analysis

Consider the design strategies of competitors targeting the same audience. Identify what works well and areas where competitors may fall short. This analysis informs the design team about opportunities to differentiate and stand out in the market.

Communication Tone and Style

Define the preferred communication tone and style that resonates with the target audience. This includes language use, visual aesthetics, overall brand personality and Style guides. Aligning the design with the communication preferences of the audience ensures that the message is effectively conveyed.

#Step 5: Scope of Work

In a design brief, it's crucial to clearly explain what the project includes and what it doesn't. This way, everyone involved understands the limits and goals of the design work. It helps to manage expectations, prevent scope creep, and ensure that both the client and the design team are on the same page regarding what is included in the project.

Design Deliverables

Specify the tangible items or outputs that the design project will produce. This could include items such as logos, brochures, website pages, social media graphics, packaging designs, or any other design elements relevant to the project. Be as detailed as possible to leave no room for ambiguity.

Design Components

Break down the design into its various components or sections. For example, if the project involves designing a website, outline the specific pages, features, and interactions that need to be considered. If it's a branding project, identify the elements such as the logo, color palette, typography, and brand guidelines.

Functional Requirements

Define any specific functional requirements that the design must meet. This could include considerations for user interactions, responsive design for different devices, accessibility standards, or any other technical functionalities relevant to the project. Ensure that these requirements align with the overall goals of the design.

Limitations and Exclusions

Clearly state any limitations or exclusions within the scope of work. For instance, if certain design elements are explicitly excluded from the project, or if there are constraints such as budget limitations, time constraints, or platform restrictions, make these clear to avoid misunderstandings later on.

Collaboration and Stakeholders

Identify key stakeholders and their roles in the design process. Clearly define who will provide feedback, approvals, and final decisions. Establish communication channels and protocols to facilitate smooth collaboration between the design team and the client or relevant stakeholders.

Revisions and Iterations

Outline the number of allowed revisions or iterations in the design process. Clearly define the process for providing feedback and how revisions will be implemented. This helps manage expectations regarding the number of design changes and ensures that the project stays on schedule.

Timeline and Milestones

Specify the project timeline, including key milestones and deadlines. Break down the design process into phases and outline when each deliverable is expected. This provides a roadmap for the project and helps both parties stay accountable to the timeline.


Identify any dependencies that may impact the design process. This could include the availability of specific assets, information, or approvals from other departments or stakeholders. Understanding these dependencies helps in planning and executing the design project efficiently.

Legal Considerations

If there are any legal considerations, such as copyright issues, licensing requirements, or usage rights, address them in this section. Clearly outline who holds the rights to the final designs and any restrictions on their usage.

#Step 6: Deliverables

In a design brief, it's essential to clearly outline the specific deliverables expected from the design team. This involves detailing the types of files or assets that will be provided, the quantity or number of each deliverable, and any variations or formats that may be required. By providing a comprehensive list of deliverables, the design brief helps set clear expectations, ensuring that both the client and the design team are aligned on the tangible results that will be produced.

Moreover, the description of deliverables should be concise and specific, avoiding ambiguity. For example, instead of stating a generic "brochure," it's more helpful to specify the number of pages, the size, and the content that the brochure should include. This level of detail ensures that the design team can effectively plan and execute the project, meeting the client's expectations.

#Step 7: Design Style and Preferences

This section of the design brief outlines the aesthetic preferences and artistic choices that the client or stakeholders prefer. It involves specifying the desired look and feel of the design work, encompassing elements such as color schemes, typography, imagery, and overall design motifs. The goal is to provide the design team with a clear understanding of the visual language that aligns with the client's brand or objectives.

In a design brief, it's important to include examples or references of existing designs that resonate with the desired style. These could be from the client's previous work, competitors, or other sources that capture the essence of what the client envisions. Additionally, any specific design principles or guidelines, such as minimalism, vibrancy, or a preference for certain visual elements, should be clearly articulated. This information empowers the design team to create visuals that meet the functional requirements and also resonate with the client's visual identity and preferences.

To enhance collaboration and ensure the successful execution of the design, this section should encourage open communication between the client and the design team. A collaborative approach allows for a dynamic exchange of ideas, ensuring that the final design reflects the client's vision while incorporating the expertise and creativity of the design professionals.

#Step 8: Branding Guidelines

Within a design brief, the mention of branding guidelines implies that there are established rules and recommendations for how the brand should be portrayed in the design work. These guidelines typically include specifications on the use of the brand's logo, color palette, typography, imagery, and other graphic elements. For example, it might detail the acceptable variations of the logo, the approved color codes, and the preferred fonts.

By adhering to branding guidelines, designers can ensure that their creations contribute to building a strong and recognizable brand image. Consistency across all design materials helps reinforce the brand's identity in the minds of the audience, fostering trust and loyalty. The inclusion of branding guidelines in a design brief serves as a crucial reference point for designers, enabling them to align their creative efforts with the established visual language of the brand.

#Step 9: Budget and Timeline

A well-defined budget and timeline in design briefs are crucial for establishing the financial boundaries and scheduling parameters of the project. This clarity helps streamline the design process, ensuring that the project stays on track and meets the client's expectations within the allocated resources and timeframes.

Design Brief Template

Considering all the outlined steps, enclosed is a design brief template. If you want an editable format of this template, you can get it (absolutely free) by signing up for MockFlow.

[ Design Brief template is available inside the UX doc templates. ]

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Create your Design brief today!

A design brief serves as more than just an initial project kickoff; it's a crucial document that ensures everyone remains aligned throughout the entire design process. It's imperative to achieve precision by thoroughly defining each aspect of the project. This guide will be an invaluable resource for your future design briefs, offering a comprehensive example to help you articulate and clarify your project like never before.


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