Marketing Managers: Business Printing – Putting together a design brief



Print design brief


Print design is the public face of your company, and you want to avoid print design that doesn’t represent your business in the right light. The picture above was drawn up in two seconds flat by someone with no print design experience, and looks it. The kerning is terrible, the colour is wrong and the background of the picture is lost as it is the same colour as the webpage behind it.

You can avoid these issues by using a professional designer, and supplying them with a fully comprehensive design & print brief. Make sure that it includes the following:

What do you think your business does?

Give your designers as much information as possible about your company and what it does. The more that your designers know about your company, the easier they will be able to position your company and meet your design brief.

What do your customers think that your business does?

If you are re-positioning your company, this point is very important, as your design will be telling your customers who you want to be. It also important to highlight services you are relaunching, or if your customers aren’t aware of one aspect of your business that you want to highlight.

What is the objective of your design?

What do you really want from the design? Is it a relaunch, reposition or a totally new start? Tell your designer exactly what you need your design to get across, and who needs to get the message. Give your designers all the relevant information regarding your aims.

What is your design budget and timescales?

Very important – let your designer know your print budget too so they will give you a design that can be printed and supplied within your budget.

Who is your design aimed at?

A design for clubbers will be very different to a design for a political party, as it would be for a high street retailer. Give your designers as much information about your target demographic as you can.

What will you be supplying for the design?

Tell your designers if you will be giving them existing copy and/or logo that needs to be incorporated into the design, or if they will be starting from a blank canvas.

Do you have ideas for the design?

You may have ideas for the designers that you would like included; if so let your designers know right at the beginning. If they aren’t feasible, your designer will explain why at the beginning of the project, avoiding disappointment later on in the design process, where misunderstandings may be more expensive to rectify.

A comprehensive design brief

This may seem overly complicated, but a comprehensive design brief means that you will receive top quality work from your designer that you will be happy with.

What other points would you include in a brief for a design & print project?

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