Cómo escribir un brief de diseño ganador
Con dos décadas en el diseño, he visto cómo la industria ha cambiado de formas que la mayoría de los recién llegados no esperaban. Sin embargo, hay un tema que tanto diseñadores como clientes suelen pasar por alto: cómo escribir un brief de diseño. Dime, de todos los artículos y videos que has consumido en el último mes…
¿Cuántos de esos artículos destacan la importancia de un buen brief?
Es fácil creer que puedes simplemente improvisar. Yo mismo lo creía. Solía pensar que sabía lo que mis clientes querían sin hacer preguntas, pero esto generalmente resultaba en revisiones costosas y clientes insatisfechos que se cambiaban a la competencia que lo hacía mejor.
Si no has hecho de esto una prioridad, podrías estar perdiendo proyectos que realmente mejorarían tu portafolio y causarían envidia en otros.
TABLA DE CONTENIDOS
- ¿Qué es un brief de diseño?
- ¿Cuándo debería crear un brief de diseño?
- ¿Cómo comienza un brief de diseño?
- ¿Quién crea el brief de diseño?
- ¿Cómo presento un brief de diseño a los clientes?
- ¿Cuáles son las preguntas más importantes que hacer en un brief de diseño?
- ¿Qué hacer si un cliente no toma en serio el brief de diseño?
¿Qué es un brief de diseño?
Según Wikipedia, un brief de diseño es:
Un brief de diseño es un documento para un proyecto de diseño desarrollado por un diseñador en consulta con un cliente. El brief describe los entregables y el alcance del proyecto, incluyendo productos o trabajos, la función y la estética, así como los tiempos y el presupuesto.
Well… I say bullshit! 🙂
Como discutiremos más adelante, este enfoque es válido para agencias de diseño que pueden permitirse invertir horas en un cliente potencial, lo que comúnmente se conoce como free pitching, es decir, crear una propuesta sin la garantía de que el cliente la aceptará.
La realidad, al menos para los diseñadores freelance y pequeñas agencias, es muy diferente. No digo que no puedas hacer algo de trabajo gratis para atraer a tu cliente soñado; lo que quiero decir es que no debería ser el enfoque estándar porque nuestros recursos y tiempo son limitados. Yo lo considero trabajo especulativo.
Por lo tanto, propongo esta definición:
Un brief de diseño para un diseñador freelance es un documento que define la dirección creativa y los objetivos de un proyecto. Se crea DESPUÉS DE UNA REUNIÓN PREVIA, en la que se acuerdan términos como el presupuesto, los entregables y el cronograma.
Esto no es una postura personal; es un patrón común que empeora con el paso de los años. Incluso en plataformas como Toptal, que se supone es el mercado de alto nivel para los mejores freelancers del mundo, he tenido entrevistas donde los clientes potenciales me pedían soluciones específicas.
¿Cuándo debería crear un brief de diseño?
Respuesta corta: SIEMPRE.
Pero como diseñador gráfico freelance, perfilar a tu cliente es esencial. Si tus clientes no son grandes corporaciones con tiempo para realizar investigaciones de mercado extensas, generalmente solo necesitan ayuda para articular sus ideas. Tu objetivo es equilibrar la eficiencia y la precisión sin abrumarlos con interminables preguntas.
Sticking to a brief template can cost you clients 🥲
Failing to understand this profile may irritate your customers, harm your reputation, and drive them to a competitor. Be flexible—adapt to each project and client’s unique needs.
By adjusting the brief to the client profile, I make sure they get the attention they need. It helps keep the communication clear and makes teamwork easier while still respecting their unique situation.
A. The Lite version
for smaller companies or individuals who are not as experienced and do not have the time or energy to complete a lengthy questionnaire.
B. The Brick version
for enterprises or professionals and recognize the value of thorough communication by detailing the expectations.
How does a design brief start?
PRO TIP
Making a design brief right away is the worst mistake a designer can make.
Sending a briefing to a potential client is the first thing you must do
Bullshit… You don’t want to spend hours working for potential clients who may not move forward with the project. That’s why it’s essential to have a really quick pre-briefing contact to ensure the budget, the deadline, and the deliverables fit both ends, and even more important, get to know the client and see if you are a good fit.
Only after those three terms are agreed upon and the client makes the initial deposit can they start working on the design briefing with confidence.
Who creates the design brief?
The designer proposes an open list of key questions, and the client provides the necessary information. The designer then refines the inputs into a structured document that outlines the project’s scope. Instead of sending a long form, having a casual chat is always the better choice; if not possible, then emailing the briefing is good enough.
Collaboration is essential; the business owner will feel more comfortable and involved.
How do I present a design brief to clients?
Again, adapt your workflow to the client profile. For me, the best choice is using a WordPress form plugin like WPForms that I share with the client; the client fills in all the questions and submits it to my database. It is professional-looking and effective, and you can organize and track all your briefings at any time.
You may not have a website yet (shame on you! because it’s the only way to set apart from 99designs and other freelance websites that undervalue designers. No worries; I have been there too.
Creating a fillable PDF format requires a bit of time, but it is also a professional choice. It’s always a good idea to confirm that your client knows how to fill it out and save the responses. You don’t know how to create a fillable PDF? No worries, take a look to the video below.
Remember, the goal is to make things easy for the client, not to show off your technical skills. In some cases, the simplest approach, like sending questions in an email or having a quick chat, is more effective and less intimidating for the client.
What are the most important questions to ask in a design brief?
SOSFactory’s Briefing Lite version focuses on asking just enough questions to help the designer understand the client’s needs without making things complicated, saving both time. Of course you can formulate a second row of questions if you feel so, but those should be addressed in any case.
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What is your company’s name, slogan, and what sets you apart?
Sometimes business owners choose names and slogans with specific meanings that the designer might not catch, especially if they are not native speakers. But this info can be super helpful, as it gives insight into the company’s identity and what makes it unique.
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What are your goals for this identity?
There are as many different goals as there are businesses: sometimes the goal is to stand out from the competitors, others just to fit in with industry standards. Maybe the aim is to boost sales or just build a stronger social presence. It is our job as designers to help the client communicate the reasons behind the new identity, especially in the case of a redesign. We must understand what failed with the previous identity.
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Who are your main competitors?
This question is important on its own but also helps lead into the next one. Small business owners often struggle to define their core values; many haven’t even thought about it. By asking about competitors, we help them think about their own brand in comparison. It’s usually easier for them to point out what they like or dislike about the competition rather than come up with abstract ideas. Be ready for some to say they don’t know who their competitors are—that’s when you’ll need to do your own research.
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How would you like to be perceived?
It is really helpful to request a few adjectives that define the product or service: serious versus formal, modern or traditional, masculine or feminine… Sometimes their product or service’s not all that different from what competitors offer. This can create a gap between how they see themselves and how they actually fit in the market. Understanding this is key to guiding the design process and making sure the branding accurately reflects their position.
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Your target audience is who?
Understanding your client’s target audience is a critical part of the design process. It refers to the specific group of people design is aimed at: particular interests, such as hobbies or activities, gender, age demographics, income... Since you can’t control all the variables, I find it better to formulate it as an open question. The business owner will certainly help you to define any peculiarity of its audience.
These factors influence the design direction, such as certain colors, styles, and messaging.
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Could you provide examples of designs you like?
Remember, you’re creating something for them, not for yourself. Having an informal moodboard with a few images for references can help you to understand the client’s expectations. Additionally, you could ask for examples of designs they don’t like.
If you have a very defined style, as I do, you should ethically turn down clients whose needs don’t align with what you do best. For example, I specialize in cartoon logo design and mascot design, so if someone asks for a serious, simple corporate design, I’m probably not the right person for the job. Most importantly, the client didn’t take the time to check my portfolio.
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PRO TIP
When a client asks for a design style completely outside of your expertise… 🚩🚩🚩 It’s a clear sign they didn’t check your portfolio!
What should I do if a client does not take the design brief seriously?
Over the last 20 years, I have received a multitude of briefs, and it’s incredible how corporate values are almost identical. The use of generic adjectives doesn’t help in understanding the peculiarities of a brand. For example, a frequently used corporate value is «professional,» as if any business in the world would openly declare that they don’t offer professional service!
I find it especially common among small business owners to have a negative perception of the briefing process. Sometimes it is just a lack of experience, while others may view it as a waste of time, a way to justify our fees, or even as an attempt to make them do our work.
Balancing persistence with flexibility is crucial in managing these situations effectively. Pushing too hard can frustrate the client, but not establishing the minimum requirements can lead to unsuccessful projects. Most of the time, I was able to guide the client back to a collaborative mood; other times, I had no choice but to reject the job. However, deciding whether to reject a client often depends on your current needs.
At this point, it’s important to establish clear boundaries and act according to our values. Shit happens! 💩💩💩
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