The Design Process
There is a process to design. A series of steps that lead to a creative journey along a well-defined path. Exploring many alternatives inspires confidence in the final design. This is a process of discovery and analysis that reveals the best strategic solutions to visual communication problems.
Before any ideas are contemplated. Before pencil hits paper or applications are opened. There must be a thorough understanding of the strategic objectives of the project. That means research. Profiling the client. Becoming knowledgeable about their market. Evaluating competitors and establishing desired outcomes. A journey cannot commence without direction.
There is a difference between art and design. Art is without limitations. It is whatever the artist wants it to be. Design has defined parameters. It is the solution to a problem. Creativity driven by strategy. design is successful when it achieves its objectives.
With a detailed understanding of requirements, many ideas need to realized. Sketches allow the designer to flush out numerous possibilities quickly. Some will be developed as contenders. Others will be discarded.
Primary ideas are inspired by the research and the designers own experience. As many unique concepts as possible are generated.
At any stage of the process, ideas evolve. The progression of a single concept can occur in sketches or in revisions to presented work. If something can be improved it should be.
Design has rules. True professionals have studied and comprehend them. Knowing the rules assures quality outcomes and avoids mistakes. Still, brilliant solutions can emerge from breaking the rules thoughtfully and deliberately. When you understand the theory behind the rules the opportunity is there to think beyond boundaries.
“Simplicity is the ultimate sophistication.” Leonardo da Vinci
If less is more, simple is hard. What is essential? What is superfluous? It’s a delicate balance. Design is communication. As in relationships, it’s complicated.
Occasionally a designer has a brilliant vision for a solution. One that pops in their head and immediately gets scrawled on a napkin or the back of an envelope. But most often great design comes from working through the process. When the initial ideas have been given life and the mind is free to contemplate anew, magic can happen. The best idea is often the last.
Daryl Woods
Principal Designer at Public Image Design.
