The Design Process...
Vague Ideas to Final Products
A Process for a Process
The American Institute of Graphic Arts (AIGA) defines graphic design as
"a creative process that combines art and technology to communicate ideas. The designer works with a variety of communication tools in order to convey a message from a client to a particular audience. The main tools are image and typography."Interestingly enough the "creative process" referenced involves another process most commonly known as the design process. From the non-designers perspective this may seem like very deliberate hair-splitting. While there is some cross-over in these terms and concepts, the design process involves broader concerns than a creative process. Certain elements of the design process act as a foundation and surrounding structure that supports the creative process, thereby increasing the likelihood of a successful end result. Due to the cross-over involved most graphic designers, myself included, lump the two processes together as a single process: the Design Process.
Why the Design Process is so Important...
Why You the Customer should Concern Yourself
A Finite Concept, that is Infinite in Possibilities
As briefly implied already, the design process is a crucial part of every Graphic Designer's approach to each and every rendering created, whether presented with a design problem or just designing for creativity's sake it all revolves around the design process. On the most basic level the design process are all of the parts which eventually result in the creation of any piece of artwork.
If an individual were to look design process up on Google, they would find multiple interpretations and explanations of the design process. The variety of interpretations and explanations exemplifies just how varied the design process can be; a Graphic Designer's own specific design process is very personal and specific to that individual. All design processes are based on a central concept of producing a design, from there it is up to the individual designer. Therefore some designer's follow a rigid process, others may not, while still others such as myself, have found that an individualized design process evolves over-time.
The Design Process and its Impact on Customers
As I mentioned, there are many forms that the "best" process can take. As a potential consumer of services, it is crucial to ask a Designer their specific process and if/how it will involve you. Asking about this will serve to inform a great deal regarding whether this particular designer is indeed a "good fit" for your purposes, temporary or permanent hire. Upon asking, the benefits of enquiring will become almost immediately apparent; as the nature of a design process is so deep, it can easily serve as a barometer for the individual's approach to more than just Graphic Design.
An example of the notes I take in my sketchbook prior to beginning a project. These detailed notes are immediately followed by pages of brainstorming and concept development for the same project.
The "Rational" Approach vs. an "Organic" Approach
The "rational approach" could also be described as the rigid approach, not so much methodical but moreso inflexible predetermined steps. This more rational approach has it's purposes particularly in the educational format as it enlighten's students to all of the information they need, as well as other factors they must consider to create a successful design while maintaining a good relationship with the client. However for many this "rational approach" is either unrealistic, or it just doesn't work for them. Some designers prefer to have a much more organic design process, as every project is different and inspired ideas rarely come in flow chart form. The problem that the designer prefering the more organic approach can easily incur is a lack of organization, and they maybe more likely to unexpectedly find themselves up against the wall. The trick to developing your design process is to find a balance that allows for creatively but also assists in preparing the designer for all eventualities.
My Design Process
Happiness can be Found in the Middle
This was the planning process within a Sketchbook for one of the projects featured on the computer generated page, the "Rittenhouse Specialists" piece which involved preparing for various types of printing and webuse.
My approach to the Design Process combines the methodical with a more organic attitude. In this combination approach I do tend to follow a systematic approach, however I am not so rigid as to be incapable of flexibility and adaptation when needed. It is not uncommon to get through a fair percentage of the project and for one reason or another everything turns on its head; having the more organic attitude helps significantly in such circumstances as it enables me to address the problem at hand. If a designer is too rigid in those circumstances they are more likely to "get thrown for a loop" and the project suffers. I have also found that a more easy going attitude while simultaneously demonstrating organization can assist the client being at ease and more willing to be an active participant.
Involvement
In creating a piece for a client, I like for them to be more involved than the typical design process guideline will suggest; Keeping the client involved by meeting with them throughout the projects completion is mutually beneficial. As the designer, benefit in increasing the likelihood that the client will be satisfied with the outcome, and the client benefits in knowing they had not only influence but involvement in a project that ultimately is for that individual/entity. This involvement and frequent communication also decreases the likelihood of a miscommunication/misunderstanding compromising a whole projects worth of work and materials.
How my Design Process Serves me and my Clients
An example of how my approach to the design process results in a kind of gradual evolving of the project. In both my hand drawn and computer generated works there is a trail that leads up to finalization, it is rare for me to begin with what will be the final piece
Like all designers my process may vary based on the project at hand, but as a general rule I like to begin a project by taking notes of all the information I consider to be pertinant to a successful completion. I take these notes in my current sketchbook which are immediately followed by my brainstorming sketches, this approach ensures that all of the project relavent information is in one place. Another benefit to utilizing my sketchbook for gathering information is that it is easily accessible for reference as I generate ideas. Occasionally I will include some idea mapping in addition to my notes to assist in developing concepts that fit the specific needs of the project at hand. After developing several ideas/sketches in brainstorming a project, I prefer to meet with the client prior to developing any concepts further. The purpose of this meeting is to discuss the concepts developed during my brainstorming, whether I my ideas are "on the right track," and hopefully decide which concepts should be developed further. (Like to stick with one to three moving on to the next step.) Once the client and I narrow down the proposed concept(s), I develop full draft(s) of each trying some various layouts, effects, etc. After the draft(s) are completed once again I meet with the client, the focus of this third meeting is the project finalization. If there were multiple concepts developed into draft form the concept to be finalized is chosen, followed by discussing whether any additions and/or revisions are needed to finalize the project. Of course any needed changes/revisions are made and the project is then finalized and accounts settled.
Evolution
I have developed and fine-tuned my design process over time, a designer's process is constantly evolving as the designer changes as an artist and a person. One of the early changes to my process was to figure out how to keep myself from getting stuck idea wise, keeping detailed notes in and throughout my sketchbook was a part of the resulting change. This flexible but also rational Design Process fits my personality and thought process; the analytical part of me thrives with detailed notes, the creative and good humored side of me see the possibilities in idea maps while also holding my logical/analytical side by the tail so as not be taken over.
