Chapter 6. Defining Your Audience

Design is often described as collaboration between creative and client—two individual entities coming together to solve a business, communication, or even social problem.

Person First Design: A User-Centered Approach

The design process is commonly structured around a linear progression of research, concept development, design, and production.

In this scenario, “research” might include a comprehensive audit of internal and external documents, interviews with stakeholders, and reviews of competitive marketing materials. These initial activities arm the designer with a thorough understanding of client goals and help to determine strategy and visual direction.

A third party plays an essential but sometimes ...

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