The Complete Graphic Designer

“

Design is about getting the right idea,

and getting the idea right.

”

—Marty Neumeier

Design Process

Chapter 2: The

Extraordinary design solutions rarely manifest themselves out

of thin air. While it is conceivable that a creative “eureka”

can and does take place, it is a rare occurrence; and even

then, it takes time for a skilled designer to develop and fur-

ther refi ne the idea. More commonly, graphic design is the

process of discovering ideas that will enhance the client’s im-

age, promote its products or services, or transmit a message

that needs to be communicated to the target audience.

39

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The Complete Graphic Designer

40

Extraordinary design solutions in which the image, message, and concept

converge are the result of a comprehensive and thorough process of explo-

ration and discovery. To visually communicate the creativity of a copywriter,

this series of business cards uses a photograph of an open book as a

background, with a brief explanation of his services. Doodles and sketches

related to copywriting fi ll the rest of the card.

Design: Kinetic

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The Design Process

41

Although it varies from person to person and from

fi rm to fi rm, a thoughtful and well-structured design

process, like the one we will explore in this chap-

ter, is essential to solving visual communication

problems. It is a tried and true methodology for the

exploration, experimentation, and, ultimately, discern-

ment of ideas appropriate for the design problem

—whether mundane, trite, or cliché, unexpected or

out of the ordinary. Referred to as the design con-

cept, the “right” idea is one that is so simple, logical,

and relevant to the problem that everything about it

communicates the intended message. Good concepts

reinforce and drive messages deep into the minds of

the target audience.

Visual communication relies on the designer’s ability

to quickly adapt, understand, and respond to the needs

of the client. It is essential to begin by looking at the

problem from all angles and then defi ne the most

important aspects of that problem. By mapping out

these points early on, the designer will be able to gen-

erate a variety of appropriate ideas that will quickly

help determine the best route to solve a particular

design challenge. There are many steps and different

ways to work through the design process, and each

designer creates a procedure that works best. How-

ever, in order to be successful, research, writing, and

drawing are all fundamental skills that every designer

needs to develop.

Conceptually, this book cover speaks to the

audience on many levels. The use of thick

black bars are suggestive of the view from

inside a prison cell and reinforce the subtitle

of the book.

Design: Pentagram

By referencing not only the work of

an art movement but also incorpo-

rating its stylistic conventions, this

poster for a Charles Renee Mack-

intosh exhibit uses typeface, color

palette, and imagery to convey an

authentic message to viewers.

Design: Shinnoske, Inc.

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