The briefing is the starting point of any design project. It is the document that gathers essential information about the client’s needs, expectations, and goals, serving as a guide throughout the creative process. A well-structured briefing not only saves time but also helps avoid rework and misunderstandings.
In this article, we explore the importance of the briefing in the design process and how to use it to achieve results aligned with the client’s expectations.
1. What is a Briefing?
A briefing is a set of information provided by the client to guide the designer’s work. It should include:
- Project Objective: What the client wants to achieve.
- Target Audience: Who will be impacted by the design.
- References and Preferences: Examples of desired styles, colors, or concepts.
💡 Tip: Use open-ended questions to obtain more detailed and rich answers.
2. Why is the Briefing Essential?
2.1 Guides the Project
The briefing provides a clear vision of the project’s goals and limitations, allowing the designer to focus on what truly matters.
2.2 Saves Time and Resources
With clear expectations, the designer avoids having to redo steps or fix issues caused by missing information.
2.3 Facilitates Communication
The briefing serves as a foundation for aligning expectations between the client and the designer, reducing misunderstandings.
💡 Example: A client may prefer a minimalist design, while the designer, without guidance, may create something highly detailed. A briefing would prevent this misalignment.
3. Structure of an Effective Briefing
3.1 Basic Client Information
- Company or project name.
- Industry sector.
- Direct competitors.
3.2 Project Objective
- Will the design be used to sell, educate, or engage?
- What problem does the client want to solve?
💡 Key question: “What is the main message you want to convey?”
3.3 Target Audience
- Age, location, and interests.
- Visual or cultural preferences.
💡 Example: For a young audience, colorful and modern designs may be more effective.
3.4 References and Inspirations
- Ask the client for examples of designs they like or dislike.
- Identify patterns in the preferences shared.
3.5 Technical Specifications
- Size, format, and resolution of the design.
- Channels of use (print, digital, social media).
3.6 Deadlines and Budget
- When does the client need the final delivery?
- What is the available budget?
💡 Tip: Set milestones in the timeline for reviews and adjustments.
4. Tools for Collecting and Organizing Briefings
- Google Forms: Create customized questionnaires to send to clients.
- Notion: Organize briefings in a collaborative space.
- Typeform: Offer an interactive experience for collecting information.
💡 Tip: Use shared documents so the client can review and update the briefing.
5. How to Use the Briefing During the Project
- Review the briefing regularly: Ensure the work remains aligned with the initial objectives.
- Present prototypes or drafts: Show initial versions to validate ideas with the client.
- Adapt when necessary: If the client changes direction, update the briefing and adjust the timeline.
6. Common Briefing Mistakes (and How to Avoid Them)
Insufficient Information:
- Problem: The client provides vague responses.
- Solution: Ask specific, detailed questions.
Lack of Documentation:
- Problem: Informal discussions replace the documented briefing.
- Solution: Record everything in a document accessible to both parties.
Not Reviewing the Briefing:
- Problem: The briefing is forgotten after the first stage of the project.
- Solution: Use the briefing as a continuous reference.
7. Example of a Simple Briefing
Client: Store X
Objective: Create a logo to attract young consumers.
Target Audience: Young people aged 18 to 25, interested in urban fashion.
Desired Style: Minimalist, with vibrant colors.
Deadline: 20 days.
Budget: R$ 1,500.
💡 Tip: Use this example as a base to create your own briefing template.
Conclusion: The Briefing as the Foundation of Success
A well-done briefing is the key to an efficient design process that aligns with the client’s expectations. Investing time in gathering and organizing information before starting the project ensures more satisfactory and professional results.