I’m writing out my process just to document how I create. I don’t believe that I’ve ever vocalized this and I think that putting pen to paper will help solidify my ideas.
My first step when I am beginning a project is to get a clear picture from the client of their needs. As with any project, it’s important for me to understand expectations so I can meet or exceed them. The most important thing that I want to know from any client is what they want the design to communicate. I’m currently working on a fitness/lifestyle brand and I found that the market is oversaturated with brands promising “results.” I decided to take it another direction. Instead of focusing on results, I wanted their brand image to be focused on the process and learning to be healthy. I think this shift is vital to the brand’s ability to distinguish itself, approachability, and integrity to its core message.
Part of creating a design is to make the design reaches the correct audience. I’ve really enjoyed minimalist design for quite some time but not every audience responds to this style of design. Awareness of trends is crucial to any successful designer.
The next step for me is to understand the intended use of the design. A logo functions differently on a beer can than it does at the top of a website. There are subtle differences in any design that you can only understand by knowing the canvas for that design. You have to know the canvas in order to create a full composition and utilize negative space correctly.
This next step in my process is the first step removed from the client. This step is drafting; AKA doodling. I think about all the steps in the clients’ process of creating their product. I draw out all the uses of the product and images that evoke the sentiments of the client. Drafting turns pretty naturally from paper to AI. At a certain point in my brainstorming, I want to see what something looks like on screen and then begins the process of fleshing out.
This next step is all dependent on the project but adding color and creating a palette is too important not to mention. I try to find one color as a base and a darker shade of the same color to provide depth. Then I use one or two complementary colors to accent the base color.
Along with understanding the clients’ needs, when I export the project file I have to know whether the client wants the project file, a compressed image for online, or a png to have a transparent background. All of these are important distinctions that impact delivery.
Are there any steps in my process that I could improve on?