Design Brief Template: Free Copy-and-Paste Brief (With Examples)

Have you ever looked at a design and thought, “That’s not what I asked for”?

Chances are, you didn’t ask for it clearly. Not in a way the designer could actually use, anyway. A quick call and a few emails feel like enough at the time, but they leave a lot of gaps. Who is this for? What should it achieve? What’s the budget? What’s off the table?

When those answers live only in your head, the designer has to fill in the blanks. And their blanks won’t match yours.

A design brief gets everything out of your head and onto one page. It sounds like extra work, but it saves you hours of back-and-forth later.

Keep reading for a free design brief template you can copy or download, simple tips for each section, and filled-in examples for websites and apps.

Free Design Brief Template (Copy and Paste)

Here’s the template. Copy it into any doc, fill in the blanks, and send it to your designer or agency before your first call.

You don’t need perfect answers. A short, honest line in each section is far more useful than a blank space. If you’re not sure about something, write “not sure yet.” That tells the designer it’s something to talk through together.

Want it as a ready-to-fill file? The copy-paste version is great for a fast start. If you’d rather have a formatted design brief layout to share with your team, download this clean briefing template and template brief as a project brief template word, or generate your own using an online design brief generator. Download the Design Brief (Word).

What Is a Design Brief?

At its core, the practical design brief meaning is simple: it is a short document that explains what you want designed, why you need it, who it’s for, and how you’ll know it worked. It also covers the practical parts, like budget, deadline and what’s included.

Think of it as a map for your project. Without one, the designer has to guess where you’re trying to go. With one, everyone is heading in the same direction from day one.

A good design brief is usually one or two pages long. It doesn’t need fancy words or long paragraphs. It just needs clear, honest answers to a few simple questions.

Design Brief vs Creative Brief

People often mix these two up, and that’s fair, because they look alike. The main difference is what each one is used for.

A design brief focuses on making something: a website, an app, a logo or a set of screens. It covers things like pages, features, tech needs and deliverables.

A creative brief is usually used for marketing campaigns, like ads, videos or social posts (which is why marketing teams look for creative brief templates free). It focuses more on the message, the tone and how the campaign should make people feel.

If you’re building a website or app, a design brief is what you need.

Who Should Write the Design Brief?

In most cases, the client writes the first version. You know your business, your customers and your goals better than anyone else, so you’re the best person to start it.

But it shouldn’t stop there. A good designer or agency will read your brief, ask questions, and help fill in the gaps. Maybe your goal needs a clearer number, or the timeline doesn’t match the scope. That back-and-forth is normal, and it’s exactly what makes the final brief strong.

The best briefs come from both sides working together. You bring the business know-how, and the designer brings the design know-how. Once you both agree on it, the brief becomes the one document everyone checks before making big decisions.

How to Fill Out Each Section

A blank template can feel a little scary at first. So let’s go through it one part at a time, with plain tips on what to write and what to skip.

About Your Business

Your designer doesn’t need your whole company story. They just need a quick picture of your world. The easiest way to write this part is to fill in one simple sentence:

We help [who] to [do what], and unlike others, we [what makes you different].

Here’s how that looks in real life:

“We help busy parents in Dubai book home cleaners, and unlike others, we offer same-day bookings.”

Add one or two more lines if you need to, but that’s really all it takes. Skip the polished “About Us” text from your website. Write it the way you’d explain your business to a friend.

Project Goal (What Success Looks Like)

This is the part your designer will come back to again and again. Every design choice gets checked against it, so it’s worth getting right.

The trick is to turn a wish into something you can measure. See the difference:

If you’re stuck, finish this sentence: “This project is a success if...” Whatever comes after “if” is your goal.

Who It’s For (Target Audience)

Instead of writing a long paragraph about your audience, describe one real-feeling person who uses your product. Designers love this, because it’s much easier to design for a person than for a “market.”

Here’s a quick example:

• Who: Rana, 38, runs a small bakery
• Tech comfort: Uses her phone for everything, but avoids complicated apps
• What she needs: To reorder supplies in under two minutes
• What frustrates her: Our current checkout asks too many questions, so she often gives up

Four short lines, and your designer already knows the design needs to be simple, fast and mobile-first. If you have a second type of user, add a second mini profile. Just avoid “our audience is everyone.” That makes it impossible to design for anyone in particular.

What You Need (Scope and Deliverables)

Think of this as your shopping list. “A new website” isn’t enough, because one designer might picture 5 pages and another 25. List every item, and tag each one so it’s clear what matters most:

• Homepage (must have)
• Pricing page (must have)
• 4 service pages (must have)
• Mobile version of every page (must have)
• Blog page (nice to have)
• Simple style guide (nice to have)

Also mention the format you want the final files in, like Figma. If time or money gets tight later, your designer will know exactly what to protect and what can wait.

What’s Not Included

Picture this. Two weeks into your project, you message your designer: “Could you just quickly write the headlines too?” A week later: “While you’re at it, can you make a few social posts?”

Each request feels tiny. But together, they push your deadline back and push your bill up. This has a name: scope creep, and it’s one of the most common reasons design projects go off track.

The fix takes one line. Write down what this project doesn’t cover:

“Not included: logo design, copywriting, development and ongoing support.”

That’s it. If something isn’t written down as out of scope, someone will assume it’s included. This one sentence can save you a lot of awkward conversations later.

Look and Feel

You don’t need any design words here. The simplest approach is to pair up how it should feel with how it shouldn’t:

The right-hand column is often the more useful one. “Modern” can mean a hundred things, but “not corporate” rules out a whole style in seconds.

Got brand colors, fonts or a logo already? List them below the table, and say whether they’re fixed or open to change.

Competitors and Examples You Like

Links are great, but a link on its own doesn’t say much. Your designer needs to know what caught your eye. Here’s how to make your examples actually useful:

Share two or three competitors and a few sites or apps you love. They don’t have to be in your industry. A café’s website might be the perfect inspiration for your SaaS dashboard.

Tech Needs (For Websites and Apps)

This part sounds technical, but it’s really just a few quick questions:

• What will it be built on? Webflow, WordPress, Shopify, iOS, Android, or “no preference” are all fine answers.
• What does it need to connect to? Think of the tools you already use, like HubSpot, Calendly, Stripe or Google Analytics.
• Any special needs? More than one language, accessibility support, or SEO requirements.

Share these early. If your designer learns halfway through that the site needs Arabic, which reads right to left, many layouts may need to be redone.

Who Gives Final Approval

Two quick scenarios show why this section matters.

• Without a decision-maker: five people review the designs. The CEO wants blue, marketing wants green, and the co-founder wants to “try something bolder.” The designer tries to please everyone, and the project goes in circles for weeks.
• With a decision-maker: everyone shares feedback, and then one person makes the final call. Decisions get made, and the project keeps moving.

So write down one name for final approval, then list anyone else who’ll give feedback along the way. It’s the shortest section in the brief, and one of the most important.

Design Brief Templates by Project Type

The main template works for almost any design project. But some projects need a few extra details that a general brief won’t cover.

Below are the extra fields for the most common project types. You don’t need a whole new template for each one. Just add these to the end of the main brief, and you’re good to go.

Our free Google Docs version already includes every add-on below, so you can just delete the ones you don’t need. 

Website Design Brief Template

A website has more moving parts than people expect. Pages, content, search rankings and the tools running in the background all affect how it should be designed. Add these fields to your brief:

The last one catches a lot of people out. Many website projects get stuck waiting for text and images, not designs. Agree early on who’s responsible. To save time, copy our free website design brief template, which already has these fields built in.

If you’re planning a full site build or redesign, our web design services page shows how we take a brief like this from first draft to launch.

Mobile App Design Brief Template

Apps are built around actions, not pages. Your designer needs to know what people will do in the app, step by step. Copy these extra questions into your brief, or use our free mobile app design brief template that already includes them:

When writing your user flows, think in simple steps. “The user opens the app, finds a cleaner, picks a time and pays” is far more helpful than “a booking feature.”

Don’t worry if you can’t count the screens yet. A rough guess like “around 20” is enough for your designer to estimate time and cost. If you also need the app built, not just designed, take a look at our mobile app development services.

UX and Product Design Brief Template

A UX project usually means you already have a product, and something about it isn’t working. Following product brief template structure best practices, the brief needs to focus on what you already know, not just what you want. Answer these three questions:

1. What research have you done so far?
   Mention any user interviews, surveys, analytics, heatmaps or support tickets. Even “nothing yet” is a useful answer, because it tells your designer research should come first.
2. What problems do you already know about?
   List the places users get stuck, confused or give up. For example: “40% of users leave during onboarding,” or “customers keep emailing us asking where to find their invoices.”
3. Which numbers do you want to improve?
   Pick one to three, such as sign-up rate, task completion time, retention or support tickets.

The more honest you are about what’s broken, the faster your designer can fix it. Our UI/UX design services team usually starts every product project with exactly these three questions.

Branding and Logo Design Brief Template

Branding is the most personal kind of design project, so it needs the most “feeling” in the brief. Add these extras:

Your brand values. Pick three words that describe what your brand stands for, like honest, bold, caring. These shape everything from the logo shape to the colors.

Where the logo will be used. Tick everything that applies:

☐ Website 

☐ App icon 

☐ Social media 

☐ Business cards 

☐ Packaging 

☐ Signage 

☐ Merchandise 

☐ Vehicles

This matters more than most people think. A logo that looks great on a big sign might turn into a blur as a tiny app icon.

Colors to avoid: Maybe a color is tied to a competitor, carries the wrong meaning in your market, or you just don’t like it. Say so up front, and you’ll save a whole round of revisions.

MVP Design Brief Template

An MVP (minimum viable product) is the simplest version of your product that real users can try. The hardest part isn’t deciding what to add. It’s deciding what to leave out. Split your feature ideas into three lists:

Be strict with the first column. If the product can launch without a feature, it doesn’t belong there. To sort your own list, copy our free MVP feature priority planner in Google Sheets. Pick a priority for each feature from the dropdown, and it counts your must-haves for you.

Then add your key deadline, like an investor pitch, demo day or beta launch. MVP timelines are almost always tied to a date like this, and your designer needs to plan around it from day one.

If you’re getting ready to build your first version, our MVP development services page explains how we help founders go from brief to a working product.

Design Brief Examples (Filled In)

It’s easier to write a brief when you’ve seen one done well. Below is a comprehensive design brief example and sample of a design brief for a website, plus an app brief (the perfect sample of design brief for startup teams). Both businesses are made up.

Example 1: Website Redesign Brief

Greenleaf is a small accounting firm in Dubai. Their website is old and isn’t bringing in new clients, so they want a fresh one. Here’s the brief they’d send to a designer:

Example 2: Mobile App Brief

PawPal is a new startup in Riyadh. They’re building an app that helps pet owners book trusted dog walkers. Here’s their brief:

Tips for Writing a Brief Designers Love

A good brief doesn’t have to be long or perfect. It just has to be clear. These simple habits make a big difference to how your project turns out:

• Be specific about your goal. “More sign-ups” is vague. “50 more sign-ups a month” gives your designer something real to aim for.
• Show, don’t just tell. Share links to sites or apps you like and ones you don’t, and add a short reason for each.
• Write in plain words. You don’t need design terms. Explain it the way you’d explain it to a friend.
• Give a budget range, even a rough one. It helps your designer suggest what’s realistic instead of guessing.
• Name one person for final approval. Lots of people can give feedback, but one person should make the final call.
• Say what’s not included. One line about what’s out of the project saves arguments and surprise costs later.
• Keep it to one or two pages. If it’s too long, important details get missed. Short and clear always wins.
• Update it when things change. If your goal, budget or deadline shifts, change the brief too, so everyone stays on the same page.

What Happens After You Send the Brief

Sending your brief is the start of the conversation, not the end. Here’s what usually happens next, so you know what to expect.

First, the designer reads your brief and checks that your goal, budget and timeline fit together. If something doesn’t match, like a big project with a tight deadline, they’ll flag it to discuss. This usually takes a day or two.

Next comes a short discovery call. It’s a friendly chat, not a sales pitch. The designer asks questions to fill any gaps, and you get to see if you’d enjoy working together.

Then you’ll get a proposal that covers what they’ll do, how long it will take and what it will cost. Because your brief was clear, it should feel made for you. If anything looks off, now’s the time to adjust it.

Once you both agree, the project kicks off. You’ll meet the team, confirm dates and share files like your logo or brand colors. From then on, your brief is the guide everyone follows.

Frequently Asked Questions

What should a design brief template include?

A standard design brief template should include nine core sections: business background, project objectives, target audience personas, detailed deliverables and scope, an explicit "what’s not included" boundary, aesthetic and branding guidelines, competitor references, tech requirements, and budget/timeline milestones. Defining explicit out-of-scope boundaries is critical to prevent scope creep during execution.

Who writes the design brief, the client or the agency?

The client typically writes the initial client brief or brief from client to outline business goals, budget, and requirements. However, during the discovery phase, the design agency reviews and refines the brief collaboratively with the client. This collaborative briefing design process ensures both teams align on realistic technical scope before signing a proposal.

What is the difference between a design brief and a creative brief?

Design brief focuses on tangible project deliverables, technical specifications, user experience constraints, and platform requirements (such as web, mobile, or branding assets). In contrast, a creative brief template focuses on high-level advertising messaging, brand voice, emotional tone, and campaign strategy for marketing and copywriting teams. Reviewing creative brief examples helps teams choose the right document.

How is a design brief different from a project proposal?

Design brief definition specifies a document created by the client to describe the problem, target audience, and desired deliverables. A project proposal is created by the design agency or freelancer in response to that brief, detailing their proposed solution, team structure, execution roadmap, exact pricing, and commercial contract terms.

What is the difference between a design brief and an RFP?

A Request for Proposal (RFP) is a formal procurement document that outlines institutional bidding requirements, vendor qualification criteria, and submission deadlines. An agency brief or design project brief template is an agile project specification that focuses purely on product goals, user personas, UX requirements, and functional design deliverables.

Should you include your budget in a design brief?

Yes, you should always include a realistic budget range in your UX design brief. Disclosing budget expectations prevents mismatched scope and enables designers to recommend the right solution - whether that is an MVP wireframe sprint or a custom enterprise design system. If the exact figure is undetermined, specify an upper ceiling in the client brief.

What should a design brief template avoid?

The design brief template should avoid prescriptive micro-solutions (telling designers what button color to pick instead of defining user goals), vague buzzwords ("make it pop" or "modern"), unranked wishlists of 50 features, and missing decision-makers. High-performing design briefs focus on the core user problem and business outcome rather than dictating UI aesthetics.

Why do you need a design brief template?

You need a design brief template to establish a single source of truth between stakeholders and designers, prevent expensive scope creep, and align deliverables with measurable business goals. Using a structured template ensures no critical technical constraints or brand requirements are forgotten before design work begins.

Who uses a design brief template?

Design brief templates are used by founders, product managers, marketing directors, design agencies, and freelance designers. Agencies use them during onboarding to scope client requests, while internal product teams use them to brief in-house UI/UX designers on upcoming feature sprints.

What should I send to a UI/UX agency before hiring them?

Before hiring a UI/UX agency, send a structured UX design brief template or UX brief template covering your product goal, target user personas, current user pain points, competitor links, and target launch timeline. Sharing product analytics, wireframe sketches, or brand guides allows agencies like Orbix Studio to provide an accurate technical scope and pricing estimate.

How do you write a design brief for a website?

To write a web design brief, outline the website’s primary conversion goal (such as demo requests or ecommerce sales), required page templates, target CMS (such as Webflow, WordPress, or custom frontend), third-party integrations, and brand style guides. Providing a verified design brief sample or design project brief example helps developers estimate build hours accurately.

Final Thoughts

A design brief doesn’t need to be long or perfect. It just needs to be clear about what you want, who it’s for and how you’ll know it worked. A few short, honest answers can save you weeks of back-and-forth and a lot of wasted budget.

So grab the free template, fill it in, and send it to your designer before your first call. If you’re planning a website, app or new product and want a team that starts with a clear brief, Orbix Studio is happy to help you turn it into something real.