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The Design Process

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Michel Fringer

on 29 March 2016

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Transcript of The Design Process

The Design Process

Familiarize yourself with the assignment, the graphic design problem and the clients business or organization, product, service or group

Depending on size of the firm, a variety of different people in the firm conduct the organization such as designers & art directors

Others that can take part are editors, in-house marketing executives, or anyone associated with the client
Logo Design from
Start to Finish
MULT 2460 B
Oct 24th 2013
I Orientation
I Orientation
Crucial stage to absorb all of the essential information

Usually it takes more than one meeting with a client to sketch a logo they like

The Citibank logo was created during the first meeting, which happens in rare cases

Depending on who/what kind of organization the assignment is for, you ask different questions

For a new brand: known, unknown? Established? What makes them unique? Benefits? Target market?

Information design: function? Form? Audience limitations? Best display information?

Editorial design: new or existing publication? Function? Context? Audience limitations?

Environmental design: function? Type of space? Collaboration? Context?
Common Questions
The Audience
• Learning about the target market or specific group is important

• The audience is the main group that wants to purchase the brand
Material Gathering
• Gather information about the product, service, company

• Learn about the history, values, mission and audience

• No one is an expert, research is usually involved for everyone

• Usually the clients tells you a lot of information, so listening is a required skill

• Students usually rush and just think about assignments, no the research part in design.
TIP: think of you teacher as your client
Now you are examining, assessing, discovering and planning. Still not designing, but to move forward you:

Examine each part of the problem

Concisely and accurately define all elements

Organize the information so its broken down into parts that can easily be analyzed

Draw conclusions based on you analysis that will allow you to move to the next step
II Analysis
Discovery & Strategy
Strategy unifies all planning for all design and copy within a strategic program or campaign

In other words how you are creating and positioning your brand and among graphic design in the marketplace.

What’s the message? Who is the audience? Competition? How is the marketplace right now?
The Design Brief
A strategic plan, a written document outlining the plan, that the client and firm have agreed upon

Most design briefs consist of questions and answers, to fully understand the assignment

The brief is used for guidance from the client and firm or to support concepts and solutions

A thoughtful and clear design brief can foster creative concept generation
11 Questions to ask
1. What is our challenge?
2. Who is the core audience?
3. What is the Audiences perception of the brand or group?
4. What would you like the core audience to think and feel?
5. What specific information and thoughts will assist in this change?
6. What is the core of the brand personality?
7. What is the key emotion that will build a relationship with the core audience?
8. What media will best facilitate our goal?
9. What are the most critical executional elements and what is the budget?
10. What is the single most important takeaway?
11. What do we want the audience to do?
the creative reasoning underpinning a design

the guiding idea that determines how you design

the primary idea driving the hows and whys of your design decisions.

visually expressed through the creation, selection, combination, manipulation, and arrangement of visual and type elements
III Conception
For us it might be the most challenging stage in the whole design process - It's not just about form but also communicating an idea / message

It is also important to create several concepts to solve a problem and present it to a client – Therefore we also do three different logos and not just one
Conception Process
Step 1: Preparation

a. Thoroughly examine your materials for insights.

b. Examine for connections among thoughts and
then correlate to find an insight or idea platform.

c. Write any idea or insight on an index card, in a
notebook, or in a digital file.

Conception Process
In a professional setting, implementing one’s design solution takes a variety of forms depending on the kind of format and whether the format is print, screen-based, or environmental

Production, also called digital prepress, includes preparing the digital files utilizing industry-standard software. Many students and designers work in imaging or drawing software to create comps.
V Implementation
Craftsmanship refers to the level of skill, proficiency, and dexterity of the execution. Well crafted work enhances good design concepts.

Display portfolios on websites, on mobile or other digital devices, in PDFs or hard copies—comprehensives in portfolios
It is important to learn and know about materials, such as paper, how a type of paper reacts to ink, how a printer works, and so forth

After a design assignment has ended, some clients and designers find debriefing useful. This involves reviewing the solution and its consequences

IV Design
Design concept takes articulate visual form

For many, this is a nonlinear process: Designers follow different paths

Step 1: Thumbnail Sketches
Step 2: Roughs
Step 3: Comprehensives

Step 1
Thumbnail Sketches

Preliminary, small, quick, unrefined drawings of ideas in black and white or color (or digital)

Generate as many different visual concepts as possible, number them and do not start with the first one you like

Step 2

Refine thumbnail sketches, make them larger and flesh out the best ideas

Design concept must work as a rough in order to work as a final solution

By this time of the whole design process, designer usually are in the midst of visualization
Step 3
Conception Process
Step 2: Incubation Period

Taking a break to allow the problem to incubate in the back of your mind. Break could include music, art, dance, and so forth

Step 3: Illumination / Conception

For many, a concept pops up as if out of a magic lamp (driving, cooking, exercising...)

If not: words, theme, symbol,
and more

Step 4: Verification
(Crystallizing the design concept)

Verification involves evaluating/assessing and logically supporting your viewpoint.

Several steps of concept generation

--> Defining the design problem
--> Preparing
--> Incubating
--> Generating / selecting ideas
--> Assessing ideas


Detailed representation of a design concept thoughtfully visualized and composed

Comps usually look like a printed or finished piece, though they have not yet been produced

It fully represents the design solution (Type, illustrations, photographs, and composition)

Client Review during Phase 4

The manner in which the work is presented in a portfolio is very important to a client, therefore make it accurate, neat and professionally
Anna Sandell & Michel Fringer

First ideas and thoughts could lead to a design concept
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