Guide: briefing postcards and merch

Author guide: how to write a brief for postcards and merchandise

For the postcards to capture the mood of your book and for your characters to look the way you imagine them, describe your wishes in detail. You do not need to know illustration or design: just tell us what you want to see and attach reference images. The more precise the description, the easier it is for the artist to bring your idea to life.

How it works 1. Fill in the template at the end of this guide for each postcard. 2. Attach references with captions. 3. Send the brief through the "Feedback" section or to the platform administrator. 4. Receive a sketch, review it and send your corrections. One or two rounds are usually enough, so check the sketch carefully and send corrections as a list. 5. After your approval the postcards go to print and appear in the store.

1. General information about the book Include: - Book title and genre. - A short plot summary: 3-5 sentences that help understand the world of the book. - Mood: cozy, fairy-tale, dark, romantic, anxious, mysterious, dynamic. - Target audience: children, teens or adults. - Number of postcards: how many different illustrations you need. - Series or separate cards. If it is a series, say whether it should look like one collection (shared palette, frame, style).

2. The scene of each postcard Answer these questions: - Who is shown? - Where are the characters? - What are they doing and how do they interact? - What emotions should the scene evoke? - Is there a specific episode from the book to illustrate? If so, attach the excerpt.

Example: "Two main characters sit on the roof of an old house and look at the night city. The girl holds a cup of hot tea, the young man sits beside her. There is a light romantic tension between them. The atmosphere is calm, magical and slightly melancholic."

Do not reveal the book's main plot secrets on a postcard: it will be seen by people who have not read the book yet.

3. Characters' appearance This is the most important part. Describe each character separately and identically on every postcard: copy the character sheet word for word.

- Age and build. Example: "A girl, about 23, tall, slim, with delicate features." - Face: face shape, eye color and shape, skin tone, nose and lips, distinguishing marks (freckles, scars, moles). No need to describe everything: give what makes the character recognizable. - Hair: color, length, texture, style. Example: "Long wavy copper-red hair, slightly messy, with short strands around the face." - Clothing and accessories: style, color, characteristic details. Example: "A long dark green dress with wide sleeves, a leather belt, a small silver moon pendant." If the clothing belongs to an era or a fictional world, say so. - Character and emotions. Example: "Reserved, slightly arrogant, with an attentive cold gaze. Looks confident but not aggressive." - Special details: magic, tattoos, wings, weapons, recognizable items.

Important: list separately what must never be changed. Example: "Must keep: silver eyes, a scar above the right eyebrow, shoulder-length black hair. Clothing color and cut are up to the artist." This shows the artist where details are essential and where they are free to create.

4. Pose and placement If you have a composition in mind, describe it: - full length or waist-up; - looking at the viewer or to the side; - standing, sitting, running, hugging; - in the center or off to the side; - filling most of the card or seen against a landscape. If there are several characters, say who is where. Example: "The girl is in the foreground with her back to the viewer, head slightly turned. The man is on the right, a little behind her. A castle in the far background." If you have no idea, write: "Placement is up to the artist."

5. Background and surroundings - Where the scene takes place (forest, castle, library, city, spaceship). - What the place looks like. Example: "An old library with tall wooden shelves, carved columns, huge windows and floating magical lights." - Time of day and season. - Lighting: soft morning, cold moonlight, warm candlelight, bright sun, dramatic contrast. - Key details: pick the 2-4 most important (cherry blossoms, lanterns, snow, books, fireflies). Do not overload the description. - Background detail level: detailed, moderate or minimal.

6. Color palette Choose the general mood of the palette: - warm: golden, beige, terracotta, honey shades; - cool: blue, gray, silver, lavender; - dusty: muted, subdued colors; - dark: deep shades with small light accents; - bright: saturated, contrasting colors; - pastel: light, soft shades.

Example: "Main palette: muted teal and gray. Accent: warm golden lantern light. Colors are deep, not too bright. Avoid acid shades and saturated pink." You can attach a palette or an image with a combination you like. If exact shades matter, give color codes (for example #742F37) or attach samples.

7. Art style For example: - fairy-tale book illustration; - soft watercolor; - detailed digital painting; - atmospheric semi-realistic illustration; - stylized cartoon drawing; - graphic illustration with clean lines; - illustration in the spirit of old fairy-tale books. Be sure to state how realistic the characters should be. If it is hard to put into words, attach 2-3 images of the desired manner. References are for understanding the direction, not for copying other people's work. Do not order an exact copy of other artists' works or characters from other authors' works: this is not accepted on the platform.

8. References Attach not just pretty pictures but examples with an explanation of what exactly you like in them. - Characters: face type, hairstyles, hair color, clothing, poses, expressions, existing images of your characters. Caption example: "Take the hairstyle shape from the first image, the clothing style from the second, the mood and expression from the third." - Surroundings: photos or illustrations of buildings, interiors, landscapes. Example: "I like the castle architecture, but there should be an autumn forest instead of snow." - Colors: illustrations, photos, film frames, ready palettes. Example: "Cold blue with warm golden accents." - Composition. Example: "I like the placement of the two characters and the lots of free space above them." - Style: lines, detail, light. Example: "I like the soft light transitions and painterly texture. The characters themselves should be different."

How many: usually 3-7 good images per postcard, more for complex characters. What matters is not the quantity but the explanation for each. Avoid contradictory references without comments (for example, several completely different styles without saying which is the main one). Attach only images you have rights to or use purely as a guide.

9. Text on postcards If you want text, specify: - the exact phrase or quote; - the author's name or book title, if they should be placed; - font preferences; - approximate position. If the card must have no text, say so. Send all text in final form with checked spelling and punctuation: fixing text after drawing delays the work.

10. Format and printing Agree in advance on: card size (for example 10x15 cm), orientation (portrait or landscape), whether a back side is needed and what goes on it, a frame and bleed margins, and the print shop's resolution requirements. If you do not know the parameters, write "platform standard" or ask the administrator.

11. Restrictions Be sure to state what must not appear. For example: - do not use overly bright colors; - do not draw characters in anime style; - do not add modern objects to a historical world; - do not show certain magical symbols; - no spoilers. 18+ content, violence, third-party brands and recognizable faces of real people are not allowed on postcards for the store. Also write what can be left to the artist's discretion.

12. Rights and timing - You confirm that you hold the rights to the book, the characters and all materials you send. - Merchandise sales terms and your share are described in the "Payouts and monetization" section and in the platform agreement. - Timing depends on the number of postcards and rounds of corrections. Send the whole brief at once: additions mid-way slow the process.

Checklist before sending - A template is filled in for every postcard. - Each character's sheet is identical across all postcards. - It is marked what cannot be changed and what is up to the artist. - All references are captioned. - The text is final and error-free (or "no text" is stated). - Format is given and whether a back side is needed. - Restrictions and prohibitions are listed.

BRIEF TEMPLATE Copy and fill in for each postcard.

Book title: Genre: Overall mood of the book: Number of postcards in the series: Format (size, orientation, back side):

Postcard No. ___

1. Illustration scene What is shown and what happens in the scene: Excerpt from the book (if any):

2. Characters (for each character) - Name: - Age and build: - Face and eye color: - Hair: - Clothing and accessories: - Distinguishing features: - Emotion and character: - Pose and placement: - Must keep: - Up to the artist:

3. Background - Setting: - Time of day and season: - Lighting: - Key objects and details (2-4): - Level of detail:

4. Color palette - Main colors: - Accent colors: - Unwanted colors:

5. Art style Style, realism, detail:

6. Text Exact text, font, position, or "no text":

7. References Images with captions of what to take from each:

8. Additional wishes What must be present, what must not, what is up to the artist:

A short reminder Do not be afraid to describe your ideas in simple words. You can also write about feelings. Example: "I want the postcard to convey a sense of quiet magic, coziness and light nostalgia, as if the reader were inside a beloved fairy tale." Such descriptions help convey the mood of your story. Most important: separate the mandatory details from creative wishes. That keeps your book's world recognizable and leaves room for the artist's decisions.