The Design Process

1. Client Delivers Design Brief.

Brief should contain all specifications related to the job, including; what it is, who it is for, what the purpose is etc. Any visual preferences should be included, alongside any brand guidelines Ideally, a brief would come with all finalised content for the designer to work with. It is understandable if the content is not 100% finalised, but it helps to work with real content as early as possible.

2. Designer produces several initial concepts based on the brief.

Based on a good brief, the designer should be able to produce several visual concepts based upon the specifications. A more specific brief will yield fewer, more specific concepts, whereas a less specific brief will tend to yield more but less specific concepts. Commonly, the client should expect to see around four initial concepts, unless earlier indicated.

3. Client gives feedback on initial designs.

Having been presented with the initial concepts, it is then the responsibility of the client to evaluate the designs. Constructive criticism not only helps the designer, but allows the project to move along quicker and more productively. Highlighting good and bad points of the designs, as well as any other ideas or changes is appreciated at this point, although at this stage the designer is looking to refine ideas rather than starting from scratch.

4. Designer uses feedback to refine fewer designs, based on feedback.

Taking into account the helpful constructive critique of the designs, the designer will now use this to shape the final ideas. This will boil down to one or two designs depending on the amount of critique given by the client.

5. Client chooses final design, or returns to point 3.

At this stage the designer will present the client with one or two final designs, depending on the scope allowed in the penultimate stage. The client should be able to choose a final design, allowing for minor final refinement such as deciding on specific Pantone colours or other fine details. We also consider such important yet sometimes overlooked stages such as spell-checking. If at this stage the client does not see any designs which they are happy with, they should return to point 3. Bear in mind that by adding additional stages of refinement may result in additional cost depending on what has already been agreed upon. The client is not paying for a final product, but the time of the designer and as such should bear in mind that a detailed, helpful brief and constructive critiques from the outset will benefit the designer and ensure the job is done quicker and cheaper. Sign-off sheets afford the client peace of mind, as well as allowing both parties to clearly evaluate which stage they are at in the design process.