The Complete Graphic Designer

The Complete Graphic Designer

48

Developing concepts, the most

important part of any design

project, occurs in the mind, not

on a computer screen. During this

crucial phase of the design process,

the designer should spend his time

generating ideas away from the

computer. Thoroughly analyzing

design problems through writing

exercises allows the designer to lat-

er translate abstract ideas or rough

concepts into poignant visuals that

will connect with the target audi-

ence and deliver its message.

The Designer as Writer

Using the written word, the design-

er combines fragments of thoughts

or ideas into refi ned concepts. It is

often easier to think about com-

plex or abstract ideas in words

that will provide clues as to how

to solve a design problem by using

visual symbols and metaphors. The

more literate and articulate the de-

signer, the more prolifi c he will be

in producing original ideas; many

top art directors at creative agen-

cies have roots in copywriting or

journalism because of their ability

to capture the essence of an idea in

as few words as possible.

Idea Incubation

Brainstorming is the process of

generating ideas as quickly as pos-

sible. Write down every idea that

comes to mind, no matter how silly

or irrelevant it may seem, because

it may later infl uence or spark a

great idea. Design is the process

of eliminating ineffective ideas or

concepts in order to narrow the

possibilities to a few strong ones.

The following techniques will aid

designers in generating unique

design concepts:

Concept

Development

Concepts for a company brochure are

explored fi rst in writing. In this case, the

design fi rm worked with a copywriter to

develop ideas, and then provided short

descriptions of each idea to the client

for review. Generally, once a client signs

off on an idea, the designer will further

refi ne it and create or commission visu-

als, such as photography and illustration,

to communicate the concept.

Design: Indicia Design

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Provision-Complete Graphic Designer

CD109-59/4028

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The Design Process

49

1. Stream of consciousness/free association

Write down any word that comes to mind when

thinking about the subject matter including emo-

tions, colors, perceptions, or phrases; anything

and everything is appropriate. Revisit this list of

thoughts later to eliminate some of the unusable

ideas. This technique allows for unfettered thought.

2. Create an idea tree

Idea trees give visual structure to stream of con-

sciousness idea generation. Thoughts fl ow in a

logical progression as each idea builds off of the

previous one—ideas are placed onto a page with

related words “branching” off of them. To get started,

write down the subject matter (the company or

product name might also be appropriate) within a

circle. All related thoughts connected with that idea

are written down with lines connecting each to the

previous idea. Repeat this process for each word

until the ideas become very specifi c or no longer

relate to the subject matter.

3. Use a dictionary and thesaurus

Due to their descriptive nature, word defi nitions

give the designer visual clues for possible solutions.

In addition to helping understand terminology used

The Design Process

by the client, the dictionary is an indispensable tool

for translating written ideas into visual symbols and

metaphors. Write down the defi nition for each word

from the free association or the idea tree exercise.

Underline particularly descriptive words or phrases

within each defi nition, and write those words out on

the same sheet of paper with their defi nitions. Next,

use a thesaurus to fi nd related words or synonyms.

4. Combine unlikely ideas

The Latin word for thinking is “cogitate,” which liter-

ally translated means “to mix together.” Taking two

ideas or words from the designer’s brainstorming

exercises and combining them together often yields

unexpected and surprising results. Paul Rand was a

huge proponent of this method of generating ideas,

referring to it as “combinatory play.” He believed

that the more childlike a designer could think by

combining two or more ideas, the more unique and

creative a solution would be developed, particularly

during the sketching phase of the design process.

Comfort

Contemporary

Yo u

physical

head

feet

body

eyes

face

towel

pillow

bed

fur

warm

soft

water

steam

bed

relaxation

cool

mental

soothing

skin

water

sleek

clean

health

wellness

emotion

physical

mental

human

streamlined

contemporary

colors

pattern

The creation of an idea tree helps when

brainstorming concepts for visual

solutions. Core ideas are connected to

related words, thoughts, or phrases to

visually portray stream-of-conscious-

ness thinking.

Design: Indicia Design

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p038-061_Text file_.indd 49CGD p038-061_Text file_.indd 49 1/20/09 8:21:10 AM1/20/09 8:21:10 AM