In order to receive the best possible outcome from your designer a brief speaks volumes. A designer can gain insights into your business over an initial discussion and probably have ideas before stepping out of the meeting.

However, the brief keeps you focused and on task clearly communicating the problem at hand. It also allows you to give consideration to what is really important to your business. Experienced designers develop a sort of intuition that picks up on subtle preferences in time spent with clients (one-on-one time is important) and often allows them to meet expectations.

The brief should be a guide that steers the imagination, provides parameters and focuses efforts on areas that need to be addressed. Visual parameters shouldn’t be the focus, but rather information about intended use or purpose of the campaign and business background will help a designer tailor a visual solution. After all their expertise is what you are paying them for.