A design brief is a questionnaire designers ask their clients to fill in. It may consist of five questions, or it may consist of twenty-five. Typically, designers make templates for different types of tasks. For example, a brief for a logo, a brief for corporate identity, a brief for a website, and so on. The brief contains the questions that seem important to the designer for the task.

When I started as a designer, I also made such templates but pretty quickly removed them and replaced them with human dialogue. Here’s why:

• One brief template for two different clients will not be equally effective. The questions posed psychologically frame the client as having to answer only a specific question. Doing so may solve the task for one client but not for another. For example, the client thinks he needs a website, but an interactive catalogue for mailing better solves the task. It is impossible to figure this out at the briefing level.
• By communicating directly and asking the same questions as in the brief, you can always add and ask the client for more detail. Depending on the task, I can ask 30–70 questions. No one will answer such a mass of questions in writing, but it is not felt in a dialogue. People like to talk about themselves and their businesses.
• It is usually easier to call than to fill in some form with questions.

I am an introvert. Every phone call is very stressful; I find it easier to communicate in writing. But I step out of my comfort zone to understand a new client and his task. Nevertheless, it is good for me because it is the only way I grow.

Is it easier for you to communicate in person or writing? Have you ever filled out a design brief? ;-)