Tips and Tricks for the Graphic Design Process
The graphic design process is an in depth process involving more skills then just creativity itself. As most experienced designers understand a critical part of the process includes research, analysis, execution and presentation. This post is a brief overview of the process our Senior Art Director, Matt Durand, follows follows when creating ads or any piece of graphic design for a client. If you are just starting out in the field or get stuck with a design problem, the below steps could give you a place to start. Feel free to explore and tweak to make it work best for you.
Analysis of Design
Learn From The Best
Whether you are new to design or an experienced professional it is a good exercise to study and critique work that you admire. Ask questions. And lots of them. What do you like about the piece? Why is it successful? What can be learned from it? What was the designer trying to communicate? Why did they choose the typeface and color styles? What is the perceived message? Who was the perceived audience? Create a set of questions that you can refer back to every time you look at a piece of creative work, whether it’s a piece of furniture or a print ad. Be inspired.
Design Process Tip
Create a digital or print journal of designs that inspire you and jot down notes answering your specific set of questions. This will serve as an invaluable reference tool.
Principles of Design
Craft a Design Style
Based on your analysis of creative works that you admire, you should begin to see patterns emerge, such as simplicity, contrast, uppers/lowers of type, etc. Combine these patterns with design theories like form, color, and typography. Then meld your own personal touch into the layouts and you will build an aesthetic database to pull from for any project.
Design Process Tip
Experiment as much as possible. Don’t be afraid to try something new and don’t be afraid of failing. Save everything and learn from everything.
Ideation
Love the Concept
The idea should be at the heart of any design. Research as much as you can for any given project. Think of the audience. Think of how people will see and interact with your design. The design executions should come out of the idea. The media selected should serve to further elevate the concept and design aesthetics. Try to avoid utilizing a medium just for the sake of using it. Always keep the end user in mind.
Design Process Tip
Create sketches, word maps, and any idea that comes to mind. Research and then sketch more. Get all your thoughts out and narrow down the best from there.
Design Execution
Grown the Idea
Now that your research and concept is in a solid spot, begin the design. Work from your principles that you established. Become obsessed with the details. Inspect the kerning and leading of the typography. Select an ideal color palette that establishes a tone of voice based on your concept. Keep referring back to your concept and audience to ensure you are being true to both.
Design Process Tip
If you are struggling with the design, take a break and come back to the layout a day or so later (Depending on the project timeline). This can help to give you a fresh perspective.
Represent
Sell It With Your Heart and Soul
The last and vital phase is selling in your work to the client. The thought put into the concept should lead the design, which in turn should give you reasoning for the aesthetics. Make this reasoning apparent. You should believe in the design and what you created. The work you show should be something you’re proud of. Your designs represent both you and your company as creative professionals.
Design Process Tip
Try and understand the work and the ideas instead of memorizing a presentation. This will help make the display of work feel more natural and will allow you to flexibly respond to client feedback.