What Files Designers Actually Need From Clients

Published in Design Guides

When you hire a designer, the quality of what you provide directly affects the quality of what you get back. Designers aren't mind readers—they need information, context, and assets to create work that matches your vision. In this guide, we'll break down exactly what designers need from clients to do their best work.

Brand Information

Your vision: Describe what you want. Instead of "make it look professional," be specific: "We want a modern, clean logo that appeals to young professionals who value sustainability."

Target audience: Who are you trying to reach? Age, industry, interests, values? A designer creates differently for a luxury fashion brand versus a budget-friendly service.

Your brand personality: Is your brand playful, professional, edgy, warm, minimalist? Use examples: "We're like Airbnb—approachable but professional."

Your industry and competitors: What do your competitors look like? What do you want to do differently? This helps designers understand the context and avoid generic designs.

Colour and Style Preferences

Colour preferences: Do you have colours you love or want to avoid? "We love deep greens and warm oranges, but we're not a fan of bright pink." Provide reference images that show the style you're drawn to.

Style examples: Share designs you like. Pinterest boards are perfect. Send your designer 5-10 examples of logos, websites, or designs that appeal to you and explain why.

Font preferences: Do you like serif fonts (traditional, formal) or sans-serif (modern, clean)? Playful or serious? Hand lettering or geometric?

Content and Copy

Headlines and text: If you're getting a website, flyer, or brochure designed, provide the text you want to use. Designers need to see what they're working with to create appropriate layouts and typography.

Taglines or key messages: "Quality at affordable prices" or "Trusted by thousands of businesses"—these short messages help designers understand your messaging and create designs that reinforce them.

Images and Assets

Product or service photos: If you're selling products, provide high-quality images. For service businesses, consider lifestyle images that show your service in action.

Existing logos or brand materials: If you have a current logo or existing brand materials, share them. Even if you're redesigning, your designer needs to understand your current identity.

Icons or imagery style: Do you want illustrations, photography, or abstract graphics? Minimalist or detailed? Contemporary or timeless?

Practical Details

Project specifications: What exactly are you designing? A logo? A flyer? A business card? Dimensions, file formats, and how the design will be used matters.

Deliverables: What files do you need at the end? For a logo, you might need PNG for web and print-ready EPS. For a website, you might need HTML files. Be clear about what you're expecting to receive.

Timeline and budget: When do you need it? What's your budget? These affect what's possible and help your designer manage expectations.

Feedback and Direction

Be specific in feedback: Instead of "I don't like it," explain why. "The colours feel too loud for our brand—we want something more professional" is much more useful than vague criticism.

Focus on the big picture first: Before nitpicking details, agree on the overall direction. Once everyone agrees on the concept and style, fine-tuning colours and spacing is quick.

Gather team input early: If multiple people need to approve the design, align on the vision before the designer starts. Conflicting feedback wastes time and money.

What NOT to Do

• Don't dump a folder of 50 random images and say "make it like this"
• Don't ask the designer to guess what you want—communicate clearly
• Don't request endless revisions without clear direction
• Don't change your mind mid-project without acknowledging it
• Don't ask for "free revisions" beyond what was agreed upon

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