Design is intended for the viewer. This is why it is very important to define your end user/target market. Some questions and pointers which may help would be:
The demographics of your target market
-Psycho graphics; which would include age and gender, income group, lifestyle, geography, attitudes and preferences, employment status etc.
-If you have a wide range of audience from different categories, rank them according to importance
What Text and Photographs Are Needed With the Design?
The text and images used in the design are as important as the design itself, as they form and define the elements of design. This is why you need to tell clearly who will be providing the text and images for the design (if they are needed). Getting the help of a professional copywriter for the text, and a professional photographer for the images, is recommended. You can also ask your graphic designer for any recommendations.
Include the following information in your design brief:
-What text needs to be included and who is providing it?
-What images (photographs, drawings, and diagrams) need to be included and who is providing these?
Define the Specifications
Graphics needs to be designed for their context. This is why specifications are very important. Make sure you answer the following information for your design brief:
What size do you want the design to be?
How is it going to be used? Will it be printed? It is going to be on the website? Or used on stationary, car stickers, business card etc.?
Is there any other information your designer needs to know about specifications?
Define Your Benchmark
It is always a good idea to provide your designer with some samples you consider effective. If there is a benchmark in your mind, even if it is a relevant design from one of your competitors, provide that to your designer. This will enable him to gauge your expectations and set a benchmark.
Also, provide your designer with a list of things to avoid and styles you do not wish to see in the final design. This will help the designer avoid designs you wouldn’t approve of, and will avoid let-downs and disappointments.
Define Your Budget
Giving a range for the budget saves the designer from wasting time in trying to maximize the budget, and will also help him see if the project is going to be worth the effort.