juju savvy design talk

A good designer is fluent in the languages of graphic design and typography. A good designer visually and verbally conveys ideas and information clearly and appropriately.

A good design affects the reader’s emotional core. It has artistic and commercial appeal. A good design engages the reader, tells a story, and helps the reader understand new information.

THE DESIGN PROCESS

Give me six hours to chop down a tree, and I will spend the first four sharpening the axe. [Abraham Lincoln]

1. Start at the end. Study the information you’ve been given. The first thing you need to know is what the finished size is, the output media, and any relevant production details. Take the time to become familiar with all supplied and/or required graphics, photos and text; and play with multiple arrangements and design options.
2. Research and ask the right questions. Do you understand the client’s intentions for the project? What is the budget? Is it part of a larger picture? How does this project relate to other communication objectives? What are the technical limitations? Production limitations can occasionally dictate the design and style of a project; but they may also drive the design to be more creative and original.
3. Sketch thumbnails and concepts. The ability to sketch ideas quickly and concisely is one of a designer’s most critical skills. Sketches provide early evaluation of concepts, and allow you to communicate those ideas. Always keep paper and pencil close at hand. Doodle. Sketch. Play. Inspiration will surface when you least expect it.
4. Drafts and preliminaries. Produce concept drafts of at least three of your sketches and present them to the client. Explain your design decisions and evaluate them against the brief. Be open to ‘mixing and matching’ if the client likes elements from each. If required, refine the drafts and make a second presentation to the client.
5. Create the artwork. Prepare the files according to any technical and/or budgetary restrictions. Provide the client with either a print or email proof. Discuss revisions. Be clear on what the client wants.
6. Deliver the files. Package your files and/or create PDFs according to the printers specs. Deliver them on disk or via an ftp server. Make sure you include your contact information in case something goes sideways. If you are handling the printing, pick up the proof. Check it carefully for errors or omissions. After the client has approved the proof, return it to the printer. Confirm paper stock, inks, and any required folding, trimming, binding, die cuts, etc. Arrange for delivery of the finished product for the client, and some samples for yourself.