Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Design Process 01

jeffsullivan
March 18, 2014

Design Process 01

Ways to make your designs (and the whole process) better.

jeffsullivan

March 18, 2014
Tweet

More Decks by jeffsullivan

Other Decks in Design

Transcript

  1. Find the Story. Showcase Uniqueness. •  Interview client with a

    creative brief/checklist •  Do more listening than talking •  Explore details; be curious and thorough •  Learn what makes the client/story different •  May be complex/long; define main message, action or takeaway •  Identify all important points and client “must-haves”
  2. Define the Goal. Stick to It. •  Client input will/should

    help guide this •  May be multiple goals; focus most energy on the primary one •  Consult and crystallize best direction for/with client •  Plan a production schedule (with realistic deadlines)
  3. Design to the Goal. Follow the Script. •  Consider the

    tone/mood/style of the product, service, client or business •  All elements (text/imagery/concept) should speak to the goal •  Manage expectations along the way (client’s and yours)
  4. Keep it Simple. Lose Distractions. •  Seek to simplify; avoid

    or eliminate excess noise from the concept •  Reduce message to its essence; less is more with design elements •  Remove anything unrelated to storytelling •  Use simpler photos •  Use fewer elements •  Use bolder elements •  Use less copy
  5. Define a Focal Point. Capture the Eyes. •  Biggest, brightest,

    boldest or most different, element •  Large, dominant photo •  Large, dominant type/head •  Focal statement; pull quote •  Hierarchy: Large, medium and small (1-2-3) •  Boldly contrast element sizes
  6. Use Extreme Size Contrast. Earn the Double-take. •  Super-size one

    graphic element; dominant over others •  Super-size type solution; too large for space (cropped) •  Very large vs. very small element; stronger visual interest
  7. Capitalize on White Space. Clean is Good. •  Similar to

    Focal Point; leads eyes •  Necessary for all design; defines figure and ground •  If absent, only visual noise exists •  Visual busyness only communicates noise; no relief •  Minimal designs retain only communicating elements •  Can frame, position and define hierarchy for images
  8. Ditch the Box. Think Beyond. •  Rectangles dominate: paper, screens,

    photos, signs, etc. •  Evolve past “puzzle pieced” rectangle-based layouts •  Avoid letting rectangles define all your designs •  Organic shapes communicate better
  9. Ditch the Box. Think Beyond. •  Pull shapes from their

    boxes for better arrangements •  Crop or silhouette images; eliminate boxes, create new shapes •  Add extra leading to air out justified text
  10. Use Bold Type Treatments. Message Received. •  Massive sizing; hierarchal

    positioning •  Type as abstract pattern; repeated, resized, recolored •  Type as art; purely typographic design (sans images) •  Contrast: typefaces •  Contrast: type sizes •  Contrast: type weight •  Contrast: type/column width
  11. Use Bold Type Treatments. Message Received. •  Contrast: type color/grays

    •  Wide tracking; panoramic effect •  Break up text density •  Add space: to gutters, between columns and pages •  Headlines bolder than body copy •  Contrast: size, spacing, weight, style, case, drop cap
  12. Color Your World. Coordinate the Look. •  Choices are paramount;

    will elicit a response – attract or repel viewer •  Sample range of native colors from photo; implement in layout •  Modify sampled color(s); explore variations with color wheel •  Monochromatic •  Analogous •  Triadic •  Complementary