The Complete Graphic Designer

The Complete Graphic Designer

52

Selling the Idea

Presenting ideas to the client for feedback is the

next crucial step in the design process. The designer

must be able to not only speak intelligently about her

work and the rationale behind it (if a creative brief

is followed, the design will meet the client’s goals

and objectives), she must also be able to prove that

the visual solution works. To generate excitement,

acceptance, and approval, ideas must be refi ned and

executed in full-color, rendered mockups that help

clients visualize the fi nal design solution. If a solution

involves special print processes or unique execution,

the designer must not only explore the feasibility and

costs of producing such a design, but must provide

samples as well.

Presenting Design Solutions

Client presentations are a delicate balancing act for

the designer because aesthetics and practicality con-

verge when executing design solutions. The desire to

produce ground-breaking and award-winning work

sometimes confl icts with the business objectives of

the client and the needs of its audience. As a result,

the graphic designer should strive to produce and

present the client with ideas that will satisfy everyone.

Time and budget allowing, present at least three fully

rendered and executed ideas for client feedback and

critique: a conservative solution that works well with

existing collateral and refl ects the design sensibili-

ties of the client, an innovative and extreme design

that pushes the client’s budget and aesthetic, and a

blend of those two options. Do not present too many

options because it makes the client’s decision-making

more diffi cult and sometimes results in a design that

incorporates elements from several ideas into one,

thus watering down the effectiveness of the original

design. Be sure to present samples of any specialty

paper, inks, or unique fi nishes you are considering.

Executing the

Concept or Idea

Once the research and concept development phases

have been completed, it is time to turn to the details.

Whereas pencil sketches allow ideas to be quickly pro-

duced and analyzed, executing a fi nal design concept

requires careful attention to choreographing the design

elements to work in concert and communicate the

intended message. Equally important is that the design

can be reproduced on a mass scale. No matter how cre-

ative or innovative a design solution is, if it is unable to

be mass-produced within budget the design completely

In creating a new brand image

for Sheridan’s Lattés and Frozen

Custard, a brand positioning

statement was developed by the

creative team.

Design: Willoughby Design

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

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The Design Process

53

Each of the three original concepts

presented to Sheridan’s Lattés and

Frozen Custard conveys the core

values of the brand strategy brief

through visuals that appeal to the

target audience, including color

palettes, patterns, and designs for

store signage and collateral.

Design: Willoughby Design

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

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MOTORCYCLES

The Complete Graphic Designer

54

Executing a logo solution requires the explora-

tion of several variations on a single idea. In

these examples, refi ned concepts are shown

with the fi nal client-approved mark.

Design: Gardner Design

fails to solve the client’s visual problem. So determining

this early on is imperative.

Most designers execute fi nal designs on the computer

because it allows them to quickly and easily explore

variations and create fi nal reproduction art. The pro-

fi cient designer uses applications to his advantage to

quickly render computer generated “roughs” for the

client. Adobe® Photoshop® is a leading image manipu-

lation and editing tool; Illustrator® is ideal for creating

vector artwork such as logos or single page documents;

and InDesign® is a page layout and design program for

longer publications.

When executing a design, practical aspects of a project

such as printing processes or distribution methods

must be addressed. Contact local printers to receive

print estimates. Well-developed prototypes or sketches

of the piece, including paper selection and printing

techniques, better enable the printer to deliver a price

that meets the client’s budget. If mailing is required, the

designer should verify postage rates with the post of-

fi ce and confi rm that no extra postage will be required.

The Complete Graphic Designer

54

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p038-061_Text file_.indd 54CGD p038-061_Text file_.indd 54 1/20/09 8:21:23 AM1/20/09 8:21:23 AM