The Process of Design

Have you ever seen a wonderful design and thought, "I could never think up something
like that"? Well, in truth, whoever did design it most likely started with only a glimmer of
the idea and developed it into what you saw. Every design begins as a work in progress
and must pass through a series of stages before reaching its final complete state. The path
that leads the designer to a successful design is called The Design Process.

The design process refers to the various stages that designer and design must go through.
However, the process is not a rigid one, as it must adapt to any situation. For example,
the design stages are usually thought of as a sequence of steps, but sometimes the
designer must revisit a previous step in order to proceed. The designer may complete one
step quickly and spend much more time on another. Also, because of the nature of the
project, the designer may want to break a step down into smaller steps. One thing is
certain though. Each step must be taken in sequence in order to create a successful
design.

The Design Process

1) Project/Job Identification

Receive a description of the project.

2) Collection of Information

Collect information about desired function, materials to be used, etc.

3) Analysis of Information

Mentally digest all the information gathered. Create a timeline for the project.

4) Explore Possible Design Solutions

Brainstorming sessions.

5) Select Best Idea(s)

Judge your raw ideas (you and your client).

Brainstorm some more if necessary.

6) Refine Best Idea(s)

Sharpen the design so that the concept or message is as clear as possible.

7) Implement Design Solution

Create final version of design.

8) Post Project Analysis

How successful is the design in actuality? What can you learn from it for future
reference?

Shopping Bag Project

Imagine that you've been hired to design a shopping bag for a high-end retail store that is
to be given away to customers whose purchases total more than $300. (For the purpose of
this exercise, you decide which store.) The client tells you that he wants something eye-
catching and unusual. He specifically does not want the typical shopping bag which has
only a company logo printed on the side.

You are free to decide on the proportions and configuration of the bag. These are
elements that you can use to make your design different. The client is expecting you to
present three different concepts to him in one week. After meeting with the client and
securing the job, it's time to proceed to the second step of the design process-collecting
information.

Pictured below is a collection of typical shopping bags.

Notice that these bags all have logos on the side. Remember that the client
specified does not want graphics like this.
An Unusual Bag

Pictured next is a more unusual bag. It has three sides and still can fold flat.

Next Step

Once we've collected all the information we can on shopping bags, it's time to analyze
what we've found out. (Step #3 of the Design Process.) This is primarily a mental
process, but it may also include experimenting with the materials collected. This will
allow you to become more familiar with them before proceeding to the creative phase.

Once you've collected as much information as possible and spent time analyzing it, you'll
be ready to begin the next step in the design process.

Step #3-Analysis of Information

During this creative phase you generate as many ideas as possible and record them
without spending any time judging them. The thumbnail sketch technique, which you
have already learned, is ideal for this purpose.

It's OK if you think you don't have any good ideas. Very often it's necessary to draw
whatever is in your head just to "get them out of your system." You will find that as you
continue sketching, your ideas will become more and more creative. Because of this, the
more ideas you generate, the more likely it is you will have several strong concepts.

Also, just as it isn't wise to decide to marry the first person you go on a date with, it isn't a
good idea to "fall in love" with one of your early ideas. If you do, there is a real danger
that you will lose the open mindedness that is necessary for generating good concepts.
Besides, if your first ideas are that good, chances are that later ones will be even better

Having generated a collection of concepts, it is now time to select the best of these for
further development. As a general rule, it is a good idea to select more that one concept at
this point for a number of reasons.
First, the client may not like your personal favorite for some reason. Having other ideas
that are ready for presentation will increase the chances that the client will like something
you present.

Second, showing that you have explored several ideas lets the client know that you've
done a bit of work and thought about all the options.

Third, your client will appreciate having a choice to make rather than being presented
with a "hit or miss" situation.

So how do you decide which concepts are best? The answer is by asking questions . . .

Is there a concept?

Is the design a collection of unrelated parts, or do all of the design elements work to
support a single clear message or idea?

Is it original?

Have you seen it before? Is it too obvious a solution? Avoid clichés. They are boring.

Is the concept appropriate?

Could your concept offend potential customers? Do the associations your idea conjures
up and the retailer's image "fit" together?

Is the concept as clearly expressed as possible?

Are all the elements needed, or can some be removed without weakening the message?
Does the design feel incomplete?

Is there a clear visual hierarchy?

Identify the dominant, subdominant, and subordinate design elements. Would the concept
be clearer with a different dominant or subdominant element, etc.?

Does the use of negative space help the design?

Is it too crowded, or does it feel empty? Do some areas of space look too tight? Is the
shape of the negative space simple and comfortable to look at, or does it feel "chopped
up"? Does the negative space divide the design in half?

Are all the design elements as good as they can be?

Does anything need to be bigger, smaller, taller, shorter, wider, narrower, etc.? Are the
colors saturated enough or too saturated? Is there enough value contrast? Are the visual
textures and patterns appropriate and working together? Are the materials and typefaces
to be used appropriate?

Questions! Questions! Questions!

Wow, there are a lot of questions!

Yet these are questions that the designer must ask when considering a concept.
Furthermore, the designer will continue to ask these questions throughout the entire
design process.

2-D Presentations

At this point, you will have critiqued your own thumbnails, read critiques of your work
offered by your classmates, and chosen the three concepts you wish to develop. The next
step will be to refine your ideas by trying out the improvements suggested and seeing if
they work.

Draw your designs in a larger scale so that you may include more detail. They should be
about 4" x 6" and fit comfortably on and 8 ½" x 11" sheet of paper. Develop the various
design elements that were only hinted at in thumbnail form. Add color if you haven't
done this yet. Try showing your idea in a simple perspective view so that the three-
dimensional quality of the bag is clear.

A good technique is to start with the enlarged versions of your thumbnails. Place sheets
of tracing paper over them, and trace variations of your idea over your original. You may
try a variety of color schemes using this method as well.

Continue until you have three different ideas that you think would be ready to go to the 3-
D stage. Make well-drawn versions of your drawings that could be used for presentation
to the client. These should also be on an 8 ½" x 11" sheet of paper.
G121 Assignments: Week 3

Maximum
Assignment Summary and Grading Criteria Week 3: Due Date
Points
Assignment 1: Reading N/A N/A
Assignment 2: Discussion Questions Day 2 16
Assignment 3: Generating Concepts: Thumbnails Day 3 12
Assignment 4: 2-D Presentations Day 5 12
Session Total: 40

Assignment 1: Reading

Complete the following reading early in the week:

 Week three online lectures

 From the text; "Creativity for Graphic Designers"; Getting to Ideas

Maximum
Assignment 1 Grading Criteria:
Points
Applies readings in a constructive manner to the weekly assignments N/A
Total N/A

Assignment 2: Discussion Questions

By Day 2, respond to the group of discussion questions below assigned to you by the facilitator. Submit your responses
to the appropriate Discussion Thread.

A. Assignment for The Design Process

1. Steps #5 and #6 in The Design Process mention possibly selecting and refining more than one idea. Why
do you think a designer would develop more that one possible design solution at a time?
2. In the assignment for the next lecture, your completed project will represent Step #7, Implement Design
Solution. In a work place environment, what do you think this step would represent?
3. Imagine that you've just completed Step #4, Explore Possible Design Solutions, and the client calls to give
you additional information about what they want the design to do. Which design step(s) need to be
revisited?
B. Assignment for Shopping Bag Project Introduced
1. Many people save shopping bags and use them to carry items other than what they originally purchased.
Why you think they do this?
2. What is the meaning of a shopping bag, and what does it mean when someone is carrying one?
3. What qualities would a shopping bag have in order for you to want to save it?

As early as possible in the week start reviewing and responding to at least two of your classmates assignments. You can
ask technical questions or respond generally to the overall experience. Be sure to be honest, clear, and concise. Always
use constructive language, even in criticism, to work toward the goal of positive progress.
 Maximum
Assignment 2 Grading Criteria:
Points
Uses terminology and relates concepts introduced in course studies. 4
Correct Spelling and Grammar 4
Communicates ideas in a manner that is clear and complete, leaving
4
no information implied.
Actively participated in the discussion. Reviewed and responded to
4
questions and comments submitted by others.
Total 16

Assignment 3: Generating Concepts: Thumbnails

By Day 3, use the brainstorming technique and thumbnail sketches to record your ideas for the shopping bag project on 8
½ x 11 papers. You should spend about one hour on this and generate at least 20 unique ideas.

Note: If you find that you take more than three-four minutes per sketch, you are probably spending too much time
judging your ideas. If so, get yourself back into creative mode and continue.

Scan and save your sketches in a PDF file, or JPEG file format. Post your thumbnails as an attachment to the appropriate
Discussion Thread. As early as possible, comment on at least two of your classmates' thumbnails using the points from
this lecture. Your comments should focus on what you consider to be the best ideas, or offer suggestions on how the
ideas could be improved.

Maximum
Assignment 3 Grading Criteria:
Points
Submits 20 unique thumbnail sketches 8
Comments on at least two other classmates' work 4
Total 12

Assignment 4: 2-D Presentations

Select the three concepts you would like to develop further. Prepare them for the 3D mock up stage. Then, create
presentation drawings as described in the lesson. By Day 5 ,scan and save them as a PDF file, or JPEG files, and submit
them as an attachment to the appropriate Discussion Thread.

By the end of the week, review the presentation drawings of at least two of your classmates. Decide your personal
favorite of each set of proposals. Then , write a sentence or two telling us what you like about it. You may also include
suggestions that you think will improve the design.

Maximum
Assignment 4 Grading Criteria:
Points
Selects and submits three thumbnails and incorporates critique
8
improvements
Comments on at least two other classmates' work 4
Total 12
Upon completion of all assignment activities for this week, please advance to the next course lecture week.
Discussion Questions:
By Day 2, respond to the group of discussion questions below assigned to you by the
facilitator. Submit your responses to the appropriate Discussion Thread.

Assignment for The Design Process

4. Steps #5 and #6 in The Design Process mention possibly selecting and

refining more than one idea. Why do you think a designer would develop
more that one possible design solution at a time?

5. assignment for the next lecture, your completed project will represent Step
#7, Implement Design Solution. In a work place environment, what do you
think this step would represent?

6. Imagine that you've just completed Step #4, Explore Possible Design
Solutions, and the client calls to give you additional information about
what they want the design to do. Which design step(s) need to be
revisited?