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CHAPTER 4
THE DESIGN
PROCESS
 THE GRAPHIC DESIGN PROBLEM-SOLVING MODEL

1. DEFINING THE PROBLEM

Properly define the problem. Decision made at this stage will affect lather
phases of the project and will relate directly to the success or failure of the job.

Clients have a basic idea of what they are looking for. This is the time for the
designer to ask specific questions to determine the client’s exact expectations
for the project.
Properly defining the problem means first finding out what design should
accomplish and determining the best form for the design. Clients will look to
designer to assist them in choosing the best way to communicate their
messages.
2. DEVELOPING BUDGET
Designer develops a preliminary budget – charges for time, costs for other
people who work on the project (such as production, illustrators &
photographers). Also costs for materials and production of the final design.

Cost –estimating Techniques

Large design firm have set rates for charges; client will not involve in the process
except to estimate time for the job. Another cost-estimating technique is to
charge on a per-project, flat rate fee. Design fee will vary from job to job.

When figuring out your personal design fees, do not undervalue your work. If you
charges too little, you will not get satisfaction out of the job and you will not gain
the client’s respect.

Charges for subcontractors such as illustrators, photographers, other designers

that involved in the design process must be included in your bid. Cost for paper,
printing and other production materials for the final production run round out the
final cost estimates.

Go over item by item to ensure that the client is comfortable with the price of the
job.
3. DEVELOPING A SCHEDULE

A project schedule helps keep the project on tract and assist the designer in
juggling more than one project at a time.

Creating a weekly or monthly chart.

When developing a schedule, it is best to work in reverse, starting with the

delivery date of the job to the client. From there, it can be determined how
much time is needed to finish each phase of the project.

Do not assume that any subcontractors will be able to adapt the schedule. Get
the commitment from them for the date required.

Do not procrastinate. It is important to remember that each phase of the project

takes time to get finished and missing one deadline can cause the entire
project to suffer.
4. GATHERING INFORMATION.

Information gathering is an integral part of the design process and is a process

that continues through all phases of a project. The amount of research needed
depends on size of the job, the budget and the timeframe allowed for the
project.

Research helps to better understand the project to see variations that others
have done in similar areas of design.

When going historical research, it is important to remember that you are looking
for inspiration – not the answer to your problem.

Also think about how the design will be used after it completed. (ability to be
recycled and impact on the environment if it cannot be recycled.
5. Thumbnail Sketches

Thumbnail sketches are the first step in any design project. It allow designer
to explore ideas visually.

Thumbnails help the designer to think visually about the problem at hand and
are the first step to a creative solution.

The purpose of creating thumbnails is to create wide variety of simple ideas

in a short amount of time.

Don’t rush to find the right solution to the design problem, use this process to
play with many different ways of thinking about the problem.

Thumbnail sketches are often small and lack specific detail.

6. PRELIMINARY COMPS

Taking one or more of the thumbnail ideas, designer develops a preliminary

composite (commonly known as a comp and sometimes referred to as a
rough comp or a rough).

This is the first used to see how a thumbnail idea will work at actual size and
more detailed than a thumbnail sketch.

More accurately, color is introduced and decisions about photography or

illustrations are implied in the preliminary comps. May be created on a
computer or by hand.

It is important to present preliminary comps to the client as beginning ideas,

client should be encourage to suggest changes as needed.
7. FINAL COMPS

Final comps are the closest example of how the final job will look. These are
most often done with the use of a computer, using a actual typefaces and
colors of the final design with all the required elements in place.

Final comps are the best concept prepared for presentation to the client.
Ideas created at the thumbnail stage are evaluated, refined and developed
into final comps with many changes along the way.
8. PRESENTATION

The initial presentation to the client is very important to show the client
how the design solutions address his/her concerns and at the same time
get feedback for any changes.

Usually several of design ideas are presented to the client. The success
of the first presentation depends on the designer’s ability to answer any
questions from client.

Do not assume the client remembers everything. Review the project from
the beginning and repeat any positive feedback that received during
previous meeting.

After presentation, the client should initial any approvals or minor

changers to be made.

Never present anything to your client that you are not happy with your
self.
9. CRITIQUE

Client will have opportunity to critique your work. Be open to the comments
given and do not afraid to explain your concepts when necessary.

Make notes and changes to the work on an overlay so that you will remember
what should be altered.

10. CHANGES AND CORRECTION

When you are asked to make changes or corrections in your design, be careful
to make only those changes requested by the client.

If you feel it is necessary to make changes other than those specified by the
client, go back for approval before proceeding or present your new ideas on a
separate comp to be discussed with the client.
11. FINAL PRESENTATION

A final review is necessary if many changes were required by the client,

approvals were not given at the first presentation or if the client requests it.

This stage of presentation may have to be even more polished than the first one.

If the client signs off on the project after this presentation, it is time to go into
production.

12. PRODUCTION

Production techniques vary from one project to another.

Designer will always be looking for the best quality at the lowest price. He/she
also will ensure that the project is completed correctly.

Always check with the printer to make sure any computer files are in the correct
format for their use. Always make back-up copies of final computer files in case
they needed at another time.
13. FINAL PROJECT REVIEW

It is important that you give one last look before moving on. This is an
opportunity to review how well the project met its intended goals.

Also look for the problems and successes of each project so that you can
learn what steps will aid you in the future.

In printed work, the first evaluation is done as the item comes off the press
by checking that the visual elements (colour, print and paper quality) have
turned out correctly.