DESIGN PROCESS

Collaboration - My Step by Step Design Process

Sometimes my client’s will ask me to explain how my design process works so that they can contribute to this process as much as possible to ensure that the end result is to their satisfaction. Therefore, I have put together a step-by-step guide to the graphic design process which hopefully explains in detail each stage and what is required from both the designer and the client.

Stage 1 – The Creative Brief

Here I need to understand the client’s goals, objectives and target audience. Both myself and the client need to be on the same page, and a series of questions will try to ascertain what is required and what are the expected results from this project. Also, if the client has examples of work that they like / don’t like, this can also be discussed to give some idea of design direction. At this stage a schedule which includes revisions and deadlines is also established. Often design work needs to be revised or updated during the process, so this needs to be factored in to the timeline. Budget also needs to be discussed as this is also a key factor that needs to be factored into the process.

Stage 2 – Research

This is where all elements from the initial client brief are brought together to understand what are their business brand values, target audience, industry, competition and their unique selling point (USP). This research will be presented at a later stage, not only to show the rationale behind the design concepts, but also that the client’s business and goals are fully understood.  

Stage 3 – Brainstorming & Concepts

This is where preliminary ideas are created using a mix of traditional pen & paper sketches combined with rough visuals in digital format. The benefits of sketching are that it allows designs to be created far more quickly resulting in greater creativity.

Stage 4 – Refining

This is where the best of the design concepts are created digitally. Normally between 3 to 5 options are produced depending on the type of project. A logo design would have more options than say a leaflet. Once these concepts have been refined, they are put together in a presentation for review by the client.

Stage 5 – Presentation

The initial design concepts are presented to the client, along with all back-up information such as research, competition and USP’s. Mock-ups may also be shown if relevant to the project. Client feedback is now vitally important to move the project forward. It may be that one design is chosen or it could be a combination of elements from other options which go towards creating the final design.

Stage 6 – Revisions

Following feedback, there now follows a series of revisions, the number of which was agreed during the initial briefing, where the design is tweaked until the client is happy with final result. Once a design is agreed upon, formal approval is required from the client to proceed to final artwork or design.

Stage 7 – Artwork and Final Delivery

Once the design is approved final artwork is created and this supplied to the client in the form of a handover pack. This contains all the required elements, such as print-ready artwork files and proofs, that were requested in the original design brief.

These seven steps are a good guide as to how the design process works for both the designer and client. Obviously, each project is different, but so long as there is a good understanding of both the process and the client’s brief, the outcome will be a great piece of design.

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