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THE DESIGNPROCESS

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THE DESIGN PROCESS

Situation/Brief

Research

Thumbnails

Roughs

Comprehensives

Presentation

Ready for Press

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RESEARCHSelling a design to client will be more

effective and easier when it is supportedby research and justified from a

perspective the client will understand.

What are the problem parameters?

The Audience

Constraints

Format

Budget Time

Goal of project

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Research

Gather and study related materials

Information gathering

Visual research

What has been done before

What is being created locally and nationally for this type of designsituation

Study design annuals, periodicals and Websites

Search for creative approach to design problem

Build a visual and conceptual vocabulary for the situation Dictionary definition of the topic at hand

For additional background, consult an encyclopaedia, Internet

Make a word association list of everything you can think of that is

associated with the topic

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RESEARCH

Save personally significant visuals and collectibles

Approach a design as both prose and poetry

Be logical and intuitive

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RESEARCH

Build a file

Interesting materials

Previous projects

Samples for ideas

Organise into different

categories/ chronological

order

Build on your visual

vocabulary (to build new

designs)just like word

vocabulary for authors

Subscribe to Graphic Design

Magazines

Online websites

Never copy other designers solution

Lifting isolated parts from asomeones else work will not give a

unified design

However, looking at how someone

else solved a particular problem is

part of your education

Designers are expected to build on

the work of others

Do not create from vacuum

We are influenced by good and bad

design

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THUMBNAILS

Demonstrate

Thinking (flexible, tenacious visual thinking)

Experimentation

Growth

Keep the thumbnailsthe ideas in them can be used in other

projects

Thumbnails are usually small drawingsthey are not meant

to be fast and not detailed

5 x 8 cmdrawn in proportion to the dimensions of thefinished piece

Fill a sheet of paper with ideas

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THUMBNAILS

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THUMBNAILS

Never reject an ideasketch it on the go

Work through the idea with pencil/mouse from every

perspective possible

Take one good idea and make several variations on it

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ROUGH

After exploration of range of ideas

Best thumbnails are selected for refinement

Can be presented to other designers, instructors for discussion

These refined selected thumbnails (roughs) are presented to

an art director and to clients for review

Roughs can undergo redefining and rethinking

Thumbnail process may begin all over again

Full size roughs can be done on the computer

To test whether the original idea works on a larger scale

Gives the opportunity to work out small problem areas that

was not dealt with during thumbnail stage

Type style, shapes, colour can be redefined

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ROUGH

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COMPREHENSIVES/ COMP

Piece of art presented to client for final approval

Based on rough but very carefully done

Consult with art directors, editors, instructor before choosing the

rough idea to refine for your final solution

Client can judge the design solution from the comp, because itlooks much like the finished piece

Comp is usually computer generated, with all components

assembled and exactly positioned

Include diverse elements: photographs, computer generatedtype, electronic illustrations,

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COMP

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COMP

Comps take different forms: depends on media for which they are

intended

TV, film ideas are presented as storyboards

3D comp for package design

Website can be presented to client with

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