THE DESIGN PROCESS Design is normally carried out in response to a need, and inevitably involves a
certain amount of planning. The parameters n1ay not always be clear in the first instance, as clients can have difficulty in pinpointing their exact requirements. Graphic designers are normally employed to bring their individual creative ability and practical understanding to solving a particular problem
Acquiring an insight into the clients' businesses is an important part of informing the creative process. This can often be done simply by listening to and learning from clients, who usually blow their own businesses intimately. Sometimes a client may be convinced that a particular medium or context is the best way to promote a product or service but, after careful analysis of the brief by the designer, an entirely different medium or approach may emerge as more suited to the actual, rather than the perceived, needs of the client.
The designer needs to make a reasonably accurate assessment of the size and complexity of the job and level of budget allocation. It is, for instance, unwise to embark on a corporate identity design without first agreeing which specific elements are going to need design consideration- is it a logo or letterhead, or will there also be a requirement to look at packaging, vehicle livery, and uniforms, a signage system, website, and design standards manual? Even a small-scale design can involve unexpected work, such as having to include, or rework a highly complicated diagram. Preliminary inquiries have to be made as to the feasibility and timescale of any reprographic and production processes from the completion of digital artwork before a realistic timetable can be worked out and agreed with the diem. These initial planning stages are all essential to the design process. The only real drawback to digital design is that it allows designers to explore endless variations of ideas and colourways in a process where time is usually at a premium and decisions have to be made quickly.
When it comes to the creative element of the design process, there is little doubt that paper, pencil, and digital software can work well in partnership. Paper and pencil are valuable basic tools for the digital graphic designer -much creative inspiration can come from doodling and note-making both on- and off-screen. Whichever starting point you use, your creative approach should always be informed by the brief. Basic guidelines for possible approaches can be setup by identifying from within the brief the answers to four simple question. This exercise will also help you to clarify your intentions for the design.