Lead with the message and audience
Explain what you are making, who will see it and what you want them to understand. Include the exact words that must appear, such as a product name, headline or date. Separate essential content from optional inspiration.
Describe a coherent visual direction
Choose a palette, mood and a few meaningful visual qualities. For imagery, describe the subject, setting, lighting and framing. For a layout, describe the emphasis and the relationship between text and images.
Include the practical boundaries
Specify the output format, the intended placement and the assets that need to be preserved. Mention any clear space needed for a headline or a logo. If the design is one of a series, explain what should stay consistent across the set.
Refine one thing at a time
When reviewing a direction, identify the biggest gap first. Ask for a clearer headline hierarchy, a quieter background or a different crop rather than changing every detail at once. Keep a short note of what already works.