Digital Design for Print and Web: An Introduction to Theory, Principles, and Techniques

CHAPTER 4

Conceptualization and Planning

Chapter Objectives

Introduce basic conceptualization techniques.

Explore exemplary and inspirational images from a variety of artists and designers.

Become familiar with various design project types.

Inspiration

Before you start the conceptualization and planning process, it helps to get inspired. One of the best ways to do that is to observe other people’s work. Observe print, Web, and broadcast media in the world around you. Watching movies and television, visiting content-rich Internet sites, going to an art gallery or museum, playing a video game, and reading magazines are all ways to seek inspiration. Observe the branding, advertising, and wayfinding designs that surround you. Look at billboards and signage to interpret the intended theme and then analyze type, color, image, rhythm, style, and the possible reasons behind the (good or bad) choices. Ask yourself, What were those designers thinking when they made those design decisions? Look at design annuals from magazines, including ID, Communication Arts, Graphic Design, and Print, to find styles and trends. Once you are inspired, you can begin using a design process to help achieve your communication goal.

Seven-Step Design Process

I have isolated all the important considerations for solving a communication design problem and fused them into a seven-step design process. It is ...