11 Things To Tell Your Graphic Designer

August 6, 2016

When you’re working with a graphic designer, as with any service relationship setting clear expectations up front will help achieve the best possible outcome for you. Knowing what you are looking for and having thought through your project at the outset will save you money, improve timelines and save you a lot of frustration in the long run. Not to mention having a fantastic design at the end of the project.

What to include in your graphic design brief

Corporate profile: Don’t assume your designer knows your business. Write a paragraph explaining who you are and what you do. Include a summary, a brief history, the products/services you provide and distribution.

Target audience: What is the demographic of the people you want to reach the age, gender, income, location and lifestyle?

Market position: Describe where your product or service stands amongst the competition. What makes your business different from the rest?

Objectives: What is it that you’re after; poster, flyer, website, newsletter? What do you want to achieve with the project? Provide all the specifications: size, format, web or print, where it will be used, etc.

Overview: Why do you need this graphic design work now? Have you relaunched? Are you about to introduce a new product?

Branding: Do you have a brand and/or voice guide. Having this available will save you both time and money – a must have!

Copy: What copy will you need to go with the design? Who will be providing this? Starting the design once the content is complete works better than trying to accommodate content into an existing design.

Images & Fonts: Do you have high resolution images, fonts and logos? If you want your designer to source paid images online, be clear about your preferences.

Examples: If possible include some examples of other work you like so the designer can see what you love (or not love – examples of those are also helpful).

Deadline: Communicate any deadlines you need to meet to avoid last minute panic or ask your designer what their lead time is.

Budget: If you have a budget include it in your brief. Your designer can then take this into account when planning the design prior to quoting.

Finally, it’s a good idea if you’re working with a new graphic designer or agency to ask to see some examples of their work or talk to their clients. We’ve seen and worked with some wonderful designers for clients, and we’ve heard some horror stories. As with any service provider, do your research up front to avoid frustration (or disappointment) in the long run.

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