Plan graphic design with a clear brief
A single item and a series for several channels need different work. A useful enquiry describes readers, message and applications. Quotes can then cover the same design engagement and identify additional variants or production work.
Define the objective and reading situation
Describe what people should understand or do: learn about something, understand an offer or make contact. Audience, location and reading conditions affect typography, images and hierarchy. A distant poster is used differently from a detailed document.
State the desired effect and examples for orientation. Distinguish required elements and creative freedom. Style should suit the task and existing brand.
Distinguish master designs and variants
A new master design, a size adaptation and another language version are different work steps. Describe media and useful scope initially. If exact quantities remain open, variants and later additions can be planned separately.
| Application | Describe required scope |
|---|---|
| Printed material | Finished size, pages and output |
| Digital graphic | Channel, dimensions and file requirements |
| Packaging or signage | Template, surfaces and production partner |
| Series or campaign | Master designs, formats and language variants |
Prepare content and visual guidelines
Clarify which text, images and logos exist and are approved. New content, retouching and illustration affect the engagement. Existing colours, fonts and brand guidelines help suitable implementation.
Agree who supplies missing content and when. Arrange appropriate later file exchange and necessary image/font licences. An ordinary materials overview suffices initially.
Organise concepts and feedback
Specify how many approaches and revisions are offered. Initial direction, developed designs and further media adaptations are distinct steps. Assign one person to consolidate feedback.
Check readability, order, message and intended-size use. Changes to approved text or scope should be reconciled with time and cost. Clear feedback helps more than contradictory individual requests.
Match output files to actual production
For print, size, bleed and output must suit the production partner’s specification. Edge-to-edge artwork needs preparation beyond the finished trim. Confirm requirements rather than assuming a universal bleed amount.
For digital applications, dimensions, format and suitable rendering matter. Agree who checks final output, prints, integrates or publishes. A design file and actual production are separate services.
Agree use and editable files expressly
Describe channels, territory, duration and future changes. Specify included use and conditions for images, fonts and other elements. File delivery alone does not explain the agreed permission scope.
Clarify whether working files, linked assets or only final outputs are supplied. Later editing needs suitable software, fonts and understandable handover. Agree which templates may be reused too.
Compare deliverables, approval and total costs
Compare the same master designs, variants and revision rounds. Concept, content work and final production files may be separate items. A fixed fee should explain included work and how extras are charged.
Before approval, check content, size and agreed outputs. Confirm deadline, responsibilities and files to hand over. Printing, licences, publication and ongoing changes should be considered expressly.
| Cost item | Compare in the quote |
|---|---|
| Design | Concepts, drafts and selected direction |
| Development | Text/image work and revision rounds |
| Variants | Formats, languages and further designs |
| Handover | Outputs and agreed working files |
| Extras | Licences, production and later changes |
Frequently asked questions
What belongs in a useful enquiry?
Audience, message, media, desired scope and existing content. Exact formats and open questions can be clarified in the brief.
Must I already have a finished design idea?
No. Describe objectives and direction. Clarify whether you need concept work or implementation of an existing approach.
Are other sizes automatically included?
Only if agreed. Adapting may require a new arrangement, crops or different text lengths.
Is printing included?
The quote must specify this. Design, preparing print files and production are separate services.
Will I receive editable files?
If agreed. Clarify formats, software, fonts and linked assets.
What should permission scope cover?
Media, territory, duration, future changes and conditions for included assets. These points belong in the agreement.
