Just as a builder needs architectural plans to build a house, a creative designer requires an informative brief to produce an effective visual solution.

Providing a thorough brief for your creative designer is a crucial element in the design process. Without it, the creative process can be long and unproductive.

What is a Creative Brief?
creative

1. having the quality or power of creating.
2. showing imagination and originality.
3. productive (usually fol. by of ).

brief

1. a short and concise statement or written item.
2. an outline.

A creative brief is a written plan of the objectives, outcomes and influences that shape a design. A creative brief is not a list of instructions, nor is it a checklist for designers. A creative brief is a well mapped document, supplied by the client to the designer.

How to Write a Clear and Concise Creative Brief
Things to include:

1. Job description – Clearly state what you actually want the creative designer to produce for you.
2. Target audience – It is important to do some market research before starting the design process. An effective, advertising campaign cannot be produced without knowledge of the target audience.
3. What are your objectives? What is the desired response of your campaign?
4. What is your goal? 
5. Are there any influencing factors that need to be considered? Eg a particular colour that needs to be used, style guides that must be adhered to.
6. Is there any artwork to be supplied for inclusion?
7. Discuss a practical timeframe

Equip your designer with a detailed brief and you can expect a stress-free design experience. Provide your designer with this vital tool at the beginning of the project and be confident in the knowledge you will receive value for money.