A project can only be as strong as its brief. Providing your Presentation Designer with a good brief is crucial in ensuring that your final presentation is not just visually appealing but also effective in communicating your message. A well-structured brief can make the difference between a presentation that simply looks good and one that resonates with your audience and achieves your objectives. Whether you're working with a freelance designer or a specialised agency (like us!), here's how to craft a brief that sets the stage for success.
1. Start with the big picture
Before diving into the specifics, give your designer a clear understanding of the overall goal of your presentation. What’s the main message you want to convey? Are you pitching to potential investors, educating your team, or presenting at a conference? The context will guide the design choices, from the tone of the visuals to the structure of the slides.
For example, a pitch deck might require a sleek, professional design with strong emphasis on data and key metrics, while a conference presentation might benefit from a more dynamic and visually engaging approach.
2. Understand your audience
Your audience should always be at the forefront of your designer’s mind. Provide details about who will be watching the presentation. Are they industry experts, potential customers, or internal stakeholders? The more your designer knows about the audience, the better they can tailor the presentation to meet their expectations.
For instance, a presentation aimed at C-suite executives may prioritise high-level insights and strategic overviews, while one for a technical team might dive into detailed data and analysis.
3. Define the brand guidelines and supply assets
If you have brand guidelines, make sure to share them. This includes your brand’s colour palette, fonts, logo usage, and any other visual elements that need to be consistent across all communications. Consistency with your brand ensures that your presentation aligns with your company’s identity and reinforces brand recognition. Don’t forget to also include access to other visual assets such as brand and people photography, icons and slide templates (if appropriate).
If you don’t have strict brand guidelines, provide examples of past presentations or other branded materials that you like. This will give your designer a sense of your brand’s visual style.
4. Outline the content structure
A great presentation is not just about visuals—it’s about how the content is structured and delivered. Provide a detailed outline of the content, including the key points for each slide. If you have specific data, quotes, or images that need to be included, make sure these are highlighted. If you are sharing charts or graphs, be sure to include any linked data.Â
The content structure will help your designer to understand the flow of the presentation and how best to break down information across slides. It’s also helpful to indicate which points are most important, so they can be emphasised visually.
5. Set clear objectives
What do you want the presentation to achieve? Whether it’s to inform, persuade, or entertain, clearly stating your objectives will help the Presentation Designer focus on what’s most important. For example, if the goal is to drive a decision, the design might emphasise key takeaways and calls to action, ensuring they stand out.
6. Provide examples of inspiration
If you have examples of presentations or designs that you like, share them with your Presentation Designer. This could be anything from a specific slide layout to the overall tone and style. Providing visual references can be incredibly helpful in communicating your vision.
However, be open to your Presentation Designer’s expertise. They might suggest alternative approaches that better suit your objectives and audience.
7. Clarify the practical details
Don’t forget the logistical elements of your brief. This includes deadlines, budget, the format in which you need the final presentation (e.g., PowerPoint, Google Slides, PDF), and any other specific requirements such as compatibility with certain devices or platforms.
Also, discuss the review process. Will there be multiple rounds of revisions? Knowing this upfront will help manage expectations and ensure the project stays on track.
8. Encourage open communication
Finally, encourage a collaborative approach. Let your Presentation Designer know that you’re open to their input and that they should feel free to ask questions or suggest ideas. A good presentation is often the result of a strong partnership between the presenter and the designer.