www.prcoach.co.uk Copyright © 2013 – Debbie Leven Page 1 of 2

How to Write a Design Brief - Checklist

If you want to get the most from a designer then you need to give them a clear and

concise brief. Here’s a checklist for the important aspects to think about when

commissioning a designer to work on a publication, or asking them to quote. Many

of these bullets equally apply to other design work.

How to write a design brief - checklist

Your design brief should set out:

• Background to the publication – why it is being produced. Is it to support a

particular initiative or as a ‘re-fresh’ for current materials?

• Primary and secondary audiences for the publication and any specific

requirements that need to be taken into account in this respect.

• How the publication is to be used.

• Whether the publication is being produced as hard copy and/or available

online, via CD etc.

• Whether there is an intention to post the publication out.

• Length of publication and any ideas regarding size, whether it has to fit a

particular format.

• Number of articles/sections.

• Typical length of articles.

• Tone/style for the copy. The design must support the copy otherwise the

publication as a whole won’t work.

• Whether financial or statistical information is to be included and any

restrictions on how these should be presented.

• The sense that you want to get across in the publication and any specific

information about your primary audiences that is important in this respect.

It’s can be helpful to list down key words that will help convey the feeling

that you want to capture in your publication.

• What photography is envisaged? Do you need to support each article with

photography and are there any sensitivities about who should be

www.prcoach.co.uk Copyright © 2013 – Debbie Leven Page 2 of 2

photographed? You need to make it clear in any budget whether

photography is included or not.

• It is important to discuss the style of the photography the designer suggests

and the extent to which this helps you get your messages across.

• How articles/copy for the publication will be delivered – format and

estimated timing so the designer can schedule their work.

• Quantities for print run.

• Any design restrictions – fonts, colours, layout, style guidelines.

• Paper – weight, whether it needs to be recyclable.

• Whether wet proofs are needed.

• Deadline for sending to print and delivery.

• Specified budget.

• Whether mocks of designs are required.

• Sign-off process.

• How amendments will be made, passed on.

It’s essential to look at previous work the designer has done to assess their

capability to take on the project. You must be confident not only in the

design but in being able to work with the designer to deliver the

publication. Project management is essential for ensuring the publication is

delivered to time and budget – ensure that you work through, and agree,

the timetable for the project. Build contingency into your timetable to allow

for holidays and possible slippage (always check when your designer is

going on holiday).

It’s also worth exploring with the designer the print management. Check to see if

that is something they would do and the costs involved. It may be cheaper to source

your own printers but remember that there is time involved in liaising with them etc.

If you are inexperienced in this area you will need the guidance of a designer

anyway to ensure that you know what to check with the printer. Bear in mind that

digital printing is cheaper and quicker but litho printing will give better quality. You

need to work out, as is the case with PR in general, what is important to you in the

trade off between price, quality and time – squeezing any one aspect has a knock-on

impact on the others.

Have a look at http//:www.prcoach.co.uk for more checklists and ideas to help you

with your PR.