** FdA Graphic Design

A tested
working method

Design Practice 10 steps

to a resolved outcome

1. Receive brief from client/ tutor

It might sound obvious, but always have a pen/ notebook on you. Make notes, draw sketches and make
sure you write everything down as you will not be able to remember everything! If you dont understand
any aspect of the brief dont be afraid to ask questions. You may not get the opportunity to ask them
again.

2. Record initial response to brief

It is very important to write down any immediate thoughts you may have. This is not the time to solve
the brief but these early recordings will help to provide a launch pad for your research.

3. Initial research

What is initial research? This is the most important part of the creative process and one that is often
misunderstood. Looking at and reading books is very important, as is using the web in the right way,
however this is secondary research. Primary research is far more important; this includes speaking to
people, conducting interviews, drawing on location, taking your own photographs, visiting locations and
finding appropriate reference. Your response to these experiences first hand informs and manifests
original ideas/ language.

4. Production of at least 10 initial ideas/ responses

Review your research and through an understanding of the issues involved let your knowledge
define what you want to say. You will need to produce at least 10 ideas as many of your initial thoughts
will be the most obvious solutions, (ideas themselves dont just have to be independent solutions, they
could alternatively be based on a working method, medium or a technique.) Work your ideas up to such
a level that allows you to make an informed decision on which ones to take forward.

5. Selection of 3 ideas for further development

From the 10 initial ideas it should be easy to come up with 3 concrete ideas. These should offer a range
of solutions providing alternative choices to the client. This will help you to give direction to your choices
and help to clarify what it is that you are trying to achieve. If you only present a single idea or ideas that
are too similar, what happens if the client doesnt like your approach?

6. Further research

It is important that your research is ongoing. At this point of the project research should be more specific
to your outcomes, if you need to get into printmaking, when are time slots available? What

** FdA Design Practice

papers are good for embossing? Where can you get your artwork printed locally? Does your work need
to be bound? How long will it take me to design what I am proposing? What is the production time? Do
I need to learn software to achieve my outcomes? These questions should include looking at materials,
printing and production techniques, placement, promotion and costing. In a commercial context these
questions will need to be addressed at an earlier stage of the project as they will have a direct influence
on your quote/ costing. This only serves to reinforce the need for ongoing research/ investigation.

7. Presentation of ideas to client/ tutor and selection of final idea

Your ideas need to be simply communicated, use two visuals/ boards to demonstrate each solution.
This should include concrete roughs of what you intend your designs to look like. Try and explain the
concept behind each idea and give an indication of how your designs will look in context. Visualisations
help the client to understand what you are trying to achieve, many of your clients may not from be from
a creative background and visuals/ mock-ups allow you to explain your ideas in a way that words alone
cannot.

8. Development and resolution of chosen solution

You should now have your chosen idea/ solution which may be one of the previous 3 or a combination
of several. At this point your work is still not finished, your solution will need further development which
will often stem from your discussions with the client/ tutor. It is important that at this stage you have still
time tabled enough time for these changes, just because you have a finished piece of work it doesnt
mean it has been resolved to a refined conclusion. Take a step back and consider how your designs
can be improved.

9. Production

Based on roughs and proposals begin the production of your final piece. The hard work has been
done and you should now have a precise image of what the final outcome will look like. Following the
completion of your work, it is helpful to take a step away and return with a critical eye, how can your
work be improved? You do not have to rely on your own judgement, a fresh pair of eyes can give you
an unbiased viewpoint (this may be your intended target audience). Spelling should be looked at and
there will always be typographic errors. Documents MUST ALWAYS be proof read before going to print.
This will save you time and money in the long run.


10. Implementation of solution

Solutions should then be implemented or tested. This process should be documented and you should
allocate enough time to do this properly. This will help you to demonstrate the overall effectiveness of
your ideas and serve as a valuable record of your work which will be very important when putting a
portfolio together. This is the conclusion of a great deal of time and effort and the opportunity to look at
back at what you have created.