Elegant, modern and striking can describe many unrelated images. I begin a visual brief by asking what the image needs to explain. Establishing atmosphere differs from showing a real product detail.
Identify what kind of image this is
Is it a conceptual illustration, an edit or a representation of a real situation? Readers should not mistake an invented scene for evidence of completed work.
Portrait edits need explicit boundaries around identity and facial features. A crop, simpler background or colour adjustment does not require changing the person. Product imagery should likewise avoid inventing features or outcomes.
Derive composition from placement
A cover, social post and narrow mobile space may require different framing. Text space, focal point and cropping allowance belong in the brief. An attractive standalone image may still fail in its actual layout.
An abstract illustration could explain relationships in a content system without imitating a real client’s office or inventing a meeting photograph. A conceptual approach can communicate the idea more honestly.
Break references into principles
I identify lighting, colour rhythm or negative space rather than copying another design wholesale. A few clear decisions are more useful than a long list of stylistic adjectives.
Review more than appearance
Check meaningless lettering, malformed details, misleading product features and symbols that conflict with the subject. Alternative text should reflect the image’s role on the page.
A good brief also explains why an image is needed. If it adds no meaning to the article, publishing without one may be the better editorial choice.