How NOT to Talk to a Graphic Designer (And What to Say Instead)

If you’ve ever said “make it pop” or sent a logo that looks like it was found on ClipArt, this one’s for you.

There’s a special kind of magic that happens when designers and marketers collaborate well. But there’s also a special kind of mayhem that can unfold when briefs are vague, feedback is confusing, and timelines are tight.

In this guide, we’re covering:

• The most common design briefing mistakes marketers make
• Why those things frustrate designers (and slow down your project)
• What to do instead! With practical, pro-level briefing tips
• A free Creative Brief Checklist to make it foolproof

Ready to become your designer’s new best friend?

8 Design brief mistakes clients make (and how to fix them)

1. “I don’t know what I want… but I’ll know it when I see it”

This might sound like an open invite to get creative, but this is the design equivalent of setting off without a map, destination, or even knowing what shoes you have on. This comment puts all the pressure on the designer to guess what you’re thinking, often leading to rounds of amends and frustration for everyone.

What to do instead: Gather a few examples of what you like and explain what you like about them. Even a simple “I love the minimalism of this brand” or “I hate these types of fonts” gives your designer some direction.

2. Unrealistic timelines: “Can you whip this up by end of day?”

Fast can be done, but often at the expense of quality (or sanity).

Good design takes time: to think, to iterate, to finesse. Rushing leads to mistakes, flat work, and stressful all-nighters.

What to do instead: Be honest about your deadline, ask if it’s realistic, and be open to compromise on simpler solutions or breaking up the project into phases.

Remember the golden triangle: Fast, Cheap, Good (you can pick only two).

3. “Can you just jazz it up?” / “Make it pop!”

This is basically asking for “something tasty” from a restaurant and not saying whether you like curry or cake. Apart from topping up a designer’s swear jar; these subjective phrases often result in an over-designed piece that’s lost its focus.

What to do instead: Tell the designer what emotion you want to convey, or what message you want to land. “It needs to grab attention on a busy social feed”, “It should feel fresh and modern” or “We want this section to be the main focus” are a few ideas you can try instead. Design should support communication, not distract from it.

4. “Can we fill that space with something?”

White space isn’t wasted space. It’s breathing room. Trying to cram every last offer, image, and icon into a design can result in the visual equivalent of a pop-up-stuffed webpage from 2003.

What to do instead: Trust your designer’s eye for balance and layout. If something feels empty, ask “does this space serve a purpose?”. It can also help to focus on hierarchy. What’s the one thing you want the viewer to take away? Then let that message shine.

5. “Why is the logo blank?” (Opening a white logo PDF on a white background)

Spoiler: it’s there, you just can’t see it. White logos are meant for coloured backgrounds. Opening them in Preview or Acrobat can look…well, invisible.

What to do instead: Ask your designer for a version with a visible backdrop to double check! It’s as simple as that.

6. “Make the logo bigger”

Ah, yes. The classic. Sometimes it’s the right call, but often it’s not. Over-enlarging logos can throw off balance and hierarchy. A good designer has already considered how visible your brand is in the design and is thinking of your target audience (and where your design will be shown).

What to do instead: Trust the layout. If you’re worried your brand isn’t standing out, ask why. Is it the colour? Placement? Message? Your designer should be more than happy to discuss design decisions and options.

7. “Let’s use bright red to make it stand out!”

We get it. You want attention. But colours behave differently in print vs. on screen. Bright red might look fine on a website but can turn orangey or bleed in CMYK print. Plus, red can scream EMERGENCY if used in the wrong place.

What to do instead: Ask your designer for recommendations based on your brand colours and format choice. Let them guide colour usage for readability, impact, and brand alignment.

8. Making live amends on a call

Designing live on a video call? Talk about pressure. Designers need time to test spacing, contrast, alignment, and composition. Asking for edits live as you watch can result in mistakes or rushed decisions.

What to do instead: Consolidate all your feedback in writing. That gives the designer time to respond thoughtfully without panic.

How to brief a Graphic Designer like a pro

The best creative results start with a clear, thoughtful brief. Not a novel, just enough to give direction. Here’s what every designer wishes their clients would provide up front:

The essentials of a strong creative brief:

• Clear project objectives (what are you trying to achieve?)
• Target audience details (who are they, what do they care about?)
• Key messages or themes
• Success metrics (sales uplift? brand awareness?)
• List of deliverables (e.g., A5 flyer, 3x Instagram stories)
• Deadlines or key dates
• All brand assets (logos, fonts, guidelines)
• Decision-makers and approval process
• Feedback preferences (centralised, via one person ideally)
• Any technical restrictions (file types, print specs, accessibility rules)
• Examples of past work you like or dislike

Download our full Creative Brief Checklist PDF to make briefing your next campaign a delight (for you and your designer).

Want great design work? Be a great collaborator

Designers want to help you win. The more they understand your goals, audience, and vision, the better the results. A solid brief saves time, reduces revisions, and results in work that actually works.

So next time you’re tempted to say “make it pop”… take a deep breath, and say:

“Here’s what I want my audience to feel, and here’s what I’m trying to achieve.”

You’ll be amazed at what comes back.

Want more help with graphic design?

Webmart is a print, digital, and creative agency rolled into one. If you’re tired of “meh” results from unclear briefs, we can help you plan smarter, design better, and deliver campaigns that work.

Talk to us about your next project or book a FREE discovery day with our Creative Team.

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