Design Process: First Steps and the Client
design is a process, contrary to the chaotic images
you may have seen in an art department at deadline.
with your client's need for a website, logo, brochure,
etc. In order to meet that need you must follow
1 - Get to know your client
of all get to know your client's products and services.
What type of image they are trying to project?
Elegant, corporate, youthful, innovative, retro?
What is their image now? Do they want to change that?
One way to determine this is by asking them to describe
their product or services in just one word.
to know the industry. A little research goes a long
way. Who is their direct competition? Are they targeting
the same audience as the competition or searching out
new avenues of revenue?
forget to ask them what they don't want and why. Ultimately
this knowledge will save you time and money while making
for a better design in the long run.
2 - Targeting the audience and distribution
that you know how to express your client's image, let's
focus on who will be seeing the design and how it will
first question you need to ask yourself (and your client)
is: What type of audience will you be primarily focusing
on? Will it be a specific age group or gender?
Maybe they want to target all ages, genders,
etc. Is this for a specific industry or clientele or
for the general public?
second question is: How will this piece be used and
what are you trying to achieve with it? For example,
if your client needs a new or updated website
how will it be used? Will it function as a point-of-sale
website? Maybe they want to convey more information
to their customers than was allocated in a brochure
or mailer. Will the site need daily or monthly updates?
3 - Convey the message
client has a message that they are trying to communicate
to their audience. They may know exactly what it is,
or waiting for you to tell them what it is. By now
you should have a pretty good idea what it is. If they
haven't clearly expressed this to you,
just ask them! Have them tell you what they want
customers to think
company is mentioned.
4 - Deadline
does your client need the project completed by? Is
there a show or conference date they are trying to
make? How much time will be needed for printing and
mailing? A design that looks great but isn't on time
to your client.
what your client wants and doesn't want, what message
they are trying to get across and who is their audience
to you delivering
a great design. A design you can be proud of and the
one your client envisioned all along.