Most people have never written a design brief. So they do one of two things: they over-explain everything and send a 10-page document full of inspiration that contradicts itself, or they under-explain and send three words and a Pinterest board.

Neither works. And it's not your fault — nobody teaches you this.

Here's what actually goes into a brief that a designer can use.

Start with the problem, not the solution.

The most common mistake is leading with what you want instead of why you need it. "I want a logo" tells a designer nothing. "I'm launching a skincare brand for women in their 40s who are tired of clinical-looking packaging — I want to feel warm and human without being cutesy" tells them everything.

Before you write anything, answer this one question: what problem are you trying to solve?

The five things every brief needs.

One — who you are.

Two or three sentences about your business, what you sell, and who buys it. Not your whole origin story. Just enough context for someone who has never heard of you to understand what you do.

Two — who your audience is.

Be specific. Not "women" — "women in their late 30s who follow interior design accounts, shop at Whole Foods, and care about where things are made." The more specific, the better the work.

Three — what you need.

A logo. A website. Social media templates. Be clear about the deliverable and the format you need it in.

Four — what you like, and what you don't.

Share three to five references and explain what you like about them. "I like this because it feels calm and expensive" is more useful than just a screenshot. And if there's something you absolutely hate — a color, a style, a vibe — say that too.

Five — what success looks like.

How will you know the project worked? More inquiries? A specific feeling when someone lands on your site? A rebrand that finally feels like you? Give your designer a target to aim at.

What to leave out.

Don't tell your designer how to design. If you've hired someone whose work you like, your job is to define the destination — theirs is to figure out the route. Telling a designer to "make the font bigger" or "add more white space" before they've even started is like telling a chef how to hold a knife. Trust is part of the process.

The one question that changes everything.

Before you send the brief, ask yourself: if a designer read only this document, would they understand my business well enough to make something right?

If the answer is no, keep writing. If yes, you're done. Send it.