\u201cMake the logo blue and add a coffee bean\u201d gives a designer instructions. But if you say \u201cCustomers confuse our coffee shop with the gas station next door\u201d instead, it gives them a problem to solve.<\/p>\n\n\n\n
A useful design brief explains the goal you\u2019re trying to achieve or the problem you\u2019re trying to solve. It also tells the designer who the design should reach and what requirements the finished work must meet.<\/p>\n\n\n\n
Ultimately, reviewers need a shared basis for deciding whether it works, especially when their preferences and taste differ. Yet only 15% of marketers and 23% of agency respondents in the 2025 BetterIdeas Project<\/a> said their organizations always refer to the brief when reviewing creative ideas.<\/p>\n\n\n\n This guide covers what goes into a design brief, six steps to write one, and four illustrative examples. You\u2019ll also find ready-to-use templates to help you document requirements before design begins.<\/p>\n\n\n TL;DR:<\/strong> A design brief outlines the problem you’re solving, who the design is for, and what you need delivered. It should also cover the details that can slow things down later, from content readiness and file specifications to constraints, deadlines, and final approvals. Agree on clear success criteria with the designer before work begins, then refer to the brief when reviewing feedback or handling changes.<\/p>\n\n\n<\/div>\n\n A design brief outlines the goals, audience, deliverables, timeline, and requirements that guide the design process<\/a>. It\u2019s usually prepared by the person requesting the work, such as a client, marketing manager, or product lead, with input from the designer.<\/p>\n\n\n\n According to Chief Marketer\u2019s coverage of the ANA\u2019s 2025 report on creative briefs<\/a>, 57% of client respondents and 52% of agency respondents identified briefs lacking clarity and focus as the most significant barrier to effective creative campaigns.<\/p>\n\n\n\n A creative brief<\/a> outlines a campaign\u2019s message, audience, and overall direction. A design brief explains how a specific design project should meet its goals, including what must be delivered and the requirements it must follow.<\/p>\n\n\n\n The two often overlap, and smaller projects may only need one document. But when used separately, the creative brief usually sets the direction the design brief builds on.<\/p>\n\n\n\nWhat Is a Design Brief?<\/h2>\n\n\n\n
Design brief vs. creative brief: What\u2019s the difference?<\/h3>\n\n\n\n