How to Brief the Graphic Designer


With any project, communication is the key element. In graphic design, it is no different. The designer needs to clearly understand the design agenda and have a determination to meet those standards and goals. This may sound easy but understanding what someone else is seeing is not an easy task. What he or she sees may or may not be conveyed correctly. Sharing information is vital at this stage. Being open and honest is an important element. The success of the project depends on this.

Who’s the Audience?

What is the group we are trying to reach with this design? This is important because the age or gender of an audience makes a big difference on how the design is laid out.

Graphic designs are aimed at specific audiences. Graphic artist typically understand basic information about how people look at things differently. Colours are viewed differently by different genders, etc.

Knowing the audience is paramount to a successful campaign malaysia poster design. The mission of the message can be derailed if there is not a clear understanding of the audience. Even the paper it is printed on can reach different genders and different ethnic groups. Also, the approach for a conservative and liberal is much different. When looking at the demographics of your audience, be sure to brainstorm with others.

First: Age
Second: Gender
Third: Geographic Location
Fourth: Economic status
Fifth: Religion

These are important factors in knowing your audience. This information will assist you in targeting the needs of your audience. When they have their needs met they view the information as valuable.

What’s The Point?

Everything should have a point. If there is no point there is no point in creating the design.

When we know what the message is then everything else will fall into place. If the point is to thank the employees for their loyal service or if it is to motivate them to sign up for new training, either way the point drives the graphic design. When the point is determined then the direction is known. When the direction is known then the scenery (graphics) will fall into place.

There are different moods for different objectives. Mood drives graphics. Graphics tap into our inner self and connect the visual, with the emotional side to produce the desired action. The designer will be able to tap into his or her creative side and evoke emotion that will convey the message and drive the desired results.

Designers will need from you, the author, powerful keywords. Keywords will drive the design. These words are what gives the graphics power. Examples of keywords are:

Excitement, Innovative, Forward Thinking, Development, Growth

As you can see these are action words. When you read them you can see and even feel excitement and action happening.

Specs For The Artwork

When doing graphics there needs to be clear communication about what the specs are for the artwork. This should be determined early on in the process so the designer can know how he or she will approach the project. It could affect the time and cost involved during the project development and eventually in the final cost of printed materials.

It is essential at the onset of the project that the specifications needed for graphics and artwork are stated up-front. If there are changes to the specifications it can alter the final cost, and in some cases that can be a significant adjustment. If the project is working on a limited budget, this could cause some significant delay, if in nothing else, in mere added delays to the project. Clearly laying out the specifications from the designer pathway to the printer is of vital importance.

Here are some specifications that need to be discussed:

1. Size or design (A5) / dimensions
2. The number of pages needed
3. Spot or 4-color Printing / Black & White
4. Number of folds needed (folded business cards)


Do you have a budget for the project? Is it set and rigid or is it negotiable?

Sometimes the designers get involved in the budget aspect of the project. This is because often they know what changes will affect the greatest change in cost. If you have hired a design agency they are typically involved in the project from start to finish, in everything from graphics to budget.

Typically if you give the agency or even an experience designer the budget requirement and the draft of the desired result, they can determine how best to achieve your project with the best use of resources. They will know where there needs to be restraints to hold the project within budget. This can also be beneficial for them to insure proper timeframes for completion to insure project completion on time and on budget.

Typically designers are given a project scope and then they provide a quote. This allows you to shop around for other quotes to see if you can locate another bid that will complete the project for less. This approach allows you to determine if you have a Cadillac idea with a Chevy budget. You can discuss with each the ways to either pair down or beef up your design costs.

It is advisable to get a few design quotes for a project before the final budget is approved. This will significantly reduce the gap between what you want and what you have as a budget.

Leave a Reply

Your email address will not be published. Required fields are marked *