1. Design Brief
A design brief is the project proposal that defines the project details including the design concept, creative and technical strategy, budget, deliverables, project assets, and deadline(s).
Note: If you are developing the Design Brief, this step would come after the first client consultation and Discovery.
- Design concept is core idea driving the design. It uses keywords that clue the client in to project specifications like industry information, form, style, tone, and voice.
- Deliverables are the actual items being requested by the client. What they expect upon the completion of the project.
- Project assets are the components of the project that will belong to the client at the completion of the project.
- Deadlines are the date/time that a project will be completed. A large project might have multiple deadlines.
Note: If you are developing the Design Brief, this step would come after the first client consultation and Discovery.
2. Discovery
Discovery is a crucial step in the design process where you research and collect information that will inform the direction of the design. You should take time to:
- Gather reference material keeping track of all sources.
- Learn about the client's business, industry, and main competitors.
- Dive into the history, brand value, vision, mission and culture of the company. Do they have a style guide the design is rquired to adhere, or are there particular systems or structures they have in place the design must follow?
- Discover the target audience and what might resonate with them.
- Empathize to understand the problem more deeply.
- Produce some thumbnail sketches inspired by your research. Thumbnail sketches are little drawings completed quickly in rapid succession; each one should take between twenty seconds to one minute.
3. Analyze & BRAINSTORM
Analyze your research and conceptualize possible design solutions that will fill the design brief appropriately. Things to consider:
- What is your concept?
- What are you trying to communicate both visually and in writing?
- What design elements will visually support your concept?
- Which design style will best showcase the project goal to all involved?
- Who is your target audience? What should they take away after viewing the design?
- How will this project be output? Print or on a screen?
- Print: What materials will you be using? Talk to a printing bureau early in the project, understand the possibilities, and cost.
- Digital: What type of screen will it be viewed? Will it be animated? Or require user interaction? Does the product require hosting? If so, how much does that cost?
- Start by jotting down all your design ideas through writing and translating ideas into creation of thumbnail sketches.
- Next determine which are the best concepts to move forward. Complete rough sketches, develop these enough to be able to determine if the direction fulfills the design brief.
- Start experimenting with color.
4. Develop Design
After completing your the first three steps, it is time to build your concepts by developing the design.
Some design considerations:
- Generate comprehensive drawing(s). A comprehensive drawing is a detailed drawing that more completely showcases how the final design will look and feel.
Some design considerations:
- Compose your design using sound design priciples. Always consider the Principles of Design and Elements of Art and how they support the design brief and your concepts.
- Choose appropriate colors and type.
- Technique and craftsmandship matter.
- Use the correct tool(s) to solve the design problem.
5. Feedback & Evolve Design
- Seek out feedback at every stage of the design process. Feedback from friends, family, peers, and colleague.
- After developing the design present your project to the client. Listen to their feedback, consider their point-of-view and perspective on the concept and design.
- Reflect on and analyze the feedback received and make decisions on how to improve the design.
- Evolve your design by creating variations.
6. Deliver DESIGN
- Complete and deliver the final design. Be sure to include all appropriate documentation and assets as outlined in the contract/design brief.