When discussing a new job with a client it is vital that a strong design brief is set in place. In order for the company to get what they want, they must tell the designers what they want – especially if it is something specific. The bases of the job must be made clear with both the designers and the client.
Here are some examples of good and bad brief points:

Bad Briefs Include
- No brief until some visuals have been produced
- No client input
- Unrealistic targets
- Very broad and vague
- No background information about the client or the company
- Too much information from the client
- Too much personal preference

Good Briefs Include
- Background information about the company
- What is going to be achieved from the job
- What is the purpose of the job
- Who are the competitors
- What kind of theme the client wants i.e. modern or traditional
- Target Audience
- Budget
- Technical Specifications