The Design Process

In Brief

In brief – it is best to create something unique and original that has been carefully considered, researched and presented as best suitable to the brief

The Design Process

The Design Concept Process can take many forms and have a large number of stages or a few, depending on the complexity of the project. As your design consultant, Unicorn Graphics works using the Design Process: (the following is focussed on a logo, but the process is the same for brochures etc)
Brief and gathering relevant information
The client is best to prepare a brief – that includes such things as desired or preferred colour/s; any pre-conceived ideas; any definite “nos” (for example, not cartoonish); delicate or strong; basic market aimed at; example of a competitor etc. The clearer the brief, the more likely the best design solution will be achieved. If you have collected examples you like/dislike, it all helps to achieve the right solution.
Development costs vary depending on content, desired outcome and quantity.
Limitations help focus
Limitations are good in that they provide focus and direction in order not to waste time in getting to a solution.
Research is necessary
Brainstorming, Thumbnails
This then requires the development of ideas by first researching and creating thumbnails and ideas (small sketches or scribbles and word ideas). We currently allow 2-3 hours for this, but sometimes much more. Gathering information sometimes takes longer than the actual designing. It’s a bit like painting a house – the preparation and setup, and washdown, can take much longer than the actual painting.
Developing ideas and concepts and being objective
Together with research is brainstorming and many scribbles for an idea or ideas to come out of. Often these include both extremes of the original ideas. The ideas are left for 24 hours or more and looked at in a fresh light, referring again to the brief which allows objectivity. 2 or maybe 3 will be developed from this point that satisfy the brief for presentation to the client. (If a brochure, 1 concept only is developed.)
Decisions and a solution
Graphic design involves making decisions. To make these decisions we draw on all the research and our understanding of the project, the client, the intended audience and our own design skills. The wider the knowledge, the more to draw from. There is never just one solution – but we choose one solution that is more likely to succeed in the present business climate. This is why many businesses revise their logos every few years. Logos and brochures reflect your company image.
Client Choices
Out of those presented the client chooses the design they prefer - and any slight modifications are discussed. Any new designs or a complete revision is a new job and is charged accordingly. If a brochure, then client can make one set of changes, but any major design changes or new photos are extras. All work created is subject to payment regardless of whether the final job goes to print or not as much time and costs are invested.
Complex
Work occasionally turns out to be more complex than originally foreseen in which case we will advise the client that extra costs will be involved.
Extras including photo editing
Photography and illustration are extras and are also subject to the design process. Photo editing is charged by the hour. All photos or any images provided by the client to be used must be free of copyright.
Simplicity is best
The best designs are: simple, original, visually exciting and work for the client and consumer.
Remember the "Goldilocks" parable: Too hot, too cold, just right ...
The Design Process is necessary in order to achieve "Just Right".
Unfortunately many designs fall into the following categories: (it’s almost like the fairytale character Goldilocks tasting various porridges or cereal!)

Brilliant but unsuitable (almost got there but unsuitable for this project)
Too complex (too many elements where everything is emphasised and it gets muddled or clouded)
Too many choices (too many choices indicates that the designer cannot decide either and is passing the problem onto the client. A well-thought out choice, or three at maximum, indicates a sincere effort.)
Too fast (too hurriedly put together because of the requirements of speed and too low a budget – solving design problems in the least acceptable time is difficult at best and impossible for most)
Eclectic (borrowing from too many design styles creates confusion)
Just right (the solution/s presented as best suited to brief )

Art is Finalised for Print, Magazine or the Web
Artwork is finalised and sent to print, or direct to client in the format desired - most often print ready PDF to the printer or publication specs. Attention to print specifications is paramount.
PDF settings for PRINT
You should always ask the printer/publication for their PDF specs. See also http://www.3dap.com.au/ for distiller settings PDFfor newspapers and magazines in Australia.
PDF settings for WEB downloading
PDF settings should be changed for pdfs to be downloaded on the web. Best to keep to 100lpi at the most and to embed fonts so that what you see is what you get (WYSIWYG). If you don't embed the fonts then the viewer may not have the same fonts as you and will see a scrambled document.

See additional logo process notes on our main site



Home What is Graphic Design? The Design Process So You Want to Freelance? Piracy Affects You Understanding Copyright Design Training Unicorn Graphics Unicorn Art & Design Design Blog Please remember to click Refresh of F5 to view the latest updates		The Design Process In Brief In brief – it is best to create something unique and original that has been carefully considered, researched and presented as best suitable to the brief The Design Process The Design Concept Process can take many forms and have a large number of stages or a few, depending on the complexity of the project. As your design consultant, Unicorn Graphics works using the Design Process: (the following is focussed on a logo, but the process is the same for brochures etc) Brief and gathering relevant information The client is best to prepare a brief – that includes such things as desired or preferred colour/s; any pre-conceived ideas; any definite “nos” (for example, not cartoonish); delicate or strong; basic market aimed at; example of a competitor etc. The clearer the brief, the more likely the best design solution will be achieved. If you have collected examples you like/dislike, it all helps to achieve the right solution. Development costs vary depending on content, desired outcome and quantity. Limitations help focus Limitations are good in that they provide focus and direction in order not to waste time in getting to a solution. Research is necessary Brainstorming, Thumbnails This then requires the development of ideas by first researching and creating thumbnails and ideas (small sketches or scribbles and word ideas). We currently allow 2-3 hours for this, but sometimes much more. Gathering information sometimes takes longer than the actual designing. It’s a bit like painting a house – the preparation and setup, and washdown, can take much longer than the actual painting. Developing ideas and concepts and being objective Together with research is brainstorming and many scribbles for an idea or ideas to come out of. Often these include both extremes of the original ideas. The ideas are left for 24 hours or more and looked at in a fresh light, referring again to the brief which allows objectivity. 2 or maybe 3 will be developed from this point that satisfy the brief for presentation to the client. (If a brochure, 1 concept only is developed.) Decisions and a solution Graphic design involves making decisions. To make these decisions we draw on all the research and our understanding of the project, the client, the intended audience and our own design skills. The wider the knowledge, the more to draw from. There is never just one solution – but we choose one solution that is more likely to succeed in the present business climate. This is why many businesses revise their logos every few years. Logos and brochures reflect your company image. Client Choices Out of those presented the client chooses the design they prefer - and any slight modifications are discussed. Any new designs or a complete revision is a new job and is charged accordingly. If a brochure, then client can make one set of changes, but any major design changes or new photos are extras. All work created is subject to payment regardless of whether the final job goes to print or not as much time and costs are invested. Complex Work occasionally turns out to be more complex than originally foreseen in which case we will advise the client that extra costs will be involved. Extras including photo editing Photography and illustration are extras and are also subject to the design process. Photo editing is charged by the hour. All photos or any images provided by the client to be used must be free of copyright. Simplicity is best The best designs are: simple, original, visually exciting and work for the client and consumer. Remember the "Goldilocks" parable: Too hot, too cold, just right ... The Design Process is necessary in order to achieve "Just Right". Unfortunately many designs fall into the following categories: (it’s almost like the fairytale character Goldilocks tasting various porridges or cereal!) Brilliant but unsuitable (almost got there but unsuitable for this project) Too complex (too many elements where everything is emphasised and it gets muddled or clouded) Too many choices (too many choices indicates that the designer cannot decide either and is passing the problem onto the client. A well-thought out choice, or three at maximum, indicates a sincere effort.) Too fast (too hurriedly put together because of the requirements of speed and too low a budget – solving design problems in the least acceptable time is difficult at best and impossible for most) Eclectic (borrowing from too many design styles creates confusion) Just right (the solution/s presented as best suited to brief ) Art is Finalised for Print, Magazine or the Web Artwork is finalised and sent to print, or direct to client in the format desired - most often print ready PDF to the printer or publication specs. Attention to print specifications is paramount. PDF settings for PRINT You should always ask the printer/publication for their PDF specs. See also http://www.3dap.com.au/ for distiller settings PDFfor newspapers and magazines in Australia. PDF settings for WEB downloading PDF settings should be changed for pdfs to be downloaded on the web. Best to keep to 100lpi at the most and to embed fonts so that what you see is what you get (WYSIWYG). If you don't embed the fonts then the viewer may not have the same fonts as you and will see a scrambled document. See additional logo process notes on our main site


Copyright Unicorn Graphics 1997-2010 - Disclaimer: All information is of a general nature and we recommend getting independent advice.