Design Process 01 Good Beginning. Happy Ending. 

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” 

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) 

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) 

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 

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 

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 

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 

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 

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 

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 

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 

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