Course: DSGN6736: Visual Communication Design 2

FROM CONCEPT TO
VISUAL
Sub Topic:

o Introduction
o Design Process
o Mind Map

Session 1/4
 INTRODUCTION

Related Learning Outcomes

LO1

o Recognize the problem and find how to solve creatively..

LO2

o Employ graphic design basic principles for creative works.

 INTRODUCTION

Digital
Compositing

Screenplay

Computer
Drawing
Graphic

History
d
V
Typograp

K
hy

D k
Color Theory Aesthetic

Et
c v Design &
Material

Design
Methodology
“Design is about getting the
right idea, and getting the
idea right.” (Marty Neumeier)
What is a Design?
A design serves to communicate a specific piece of
information or perform a specific function and the
design process will inform the result.
A design serves as a medium for recording,
presenting, ordering and communicating
information about a specific intention or function.
The intention to communicate detailed and precise
information is the start of the design process and
influences the choices made throughout its duration, such
as how the information is presented, in what format and
what level of detail.
(Ambrose/Harris)
What is Graphic Design?

Graphic design is the process of discovering ideas

that will enhance the client’s image, promote its
products or services, or transmit a message that
needs to be communicated to the target audience.
(The Complete Graphic Designer/ Ryan Hembree)
Design Concept

Referred to as the design concept, the ’right’ idea is

one that is so simple, logical, and relevant to the
problem that everything about it communicates the
intended message.
Good concepts reinforce and
drive messages deep into the
minds of the target audience.
(The Complete Graphic Designer/ Ryan Hembree)
Visual communication relies on the designers ability
to quickly adapt, understand, and respond to the
needs of the client.

It is essential to begin by looking at the problem

from all angles and then define the most important
aspects of that problem.
By mapping out these points early on, the designer
will be to generate variety of appropriate ideas that
will quickly help determine the best route to solve a
particular design challenge.

In order to be successful, research, writing, and

drawing are all fundamental skills that every designer
need to develop.
The Design Process

Route #01: DEFINE THE PROBLEM

Route #02: DEVELOPING CREATIVE BRIEF
Route #03: DEVELOPING CONCEPT
Route #04: IDEATION/ VISUALIZING IDEA
Route #05: MEDIA IMPLEMENTATION/ SELECTION
Route#01
Defining the Problem
Comprehensive and exhaustive research will enable
the designer to clearly define a visual problem.
Research thus becomes the
rationale for finding the design
solution that will be the most
appropriate for the problem.
Route#01
Defining the Problem
Thorough exploration of Begin research with question
the problem helps about the client:
designers develop a - What is the client’s story/
comprehensive history?
understanding of the - What are the client’s core
client, its goals, and values that need to be
ultimately, what an communicated?
appropriate design - What are the client’s unique
solution would be. competitive advantages?
- How does your client differ
Designer must gather from his competitors?
the information - Who is the target audience?
necessary to properly - etc
define the problem and
generate appropriate
ideas.
Route#02
Developing Creative Brief

The creative brief is much like a road

map or a framework for success in
solving a graphic design problem.
Components of a Creative Brief

• General parameters
What is the budget? What are the deadlines? What are the deliverables?
• The specific problem that need to be solved
A poster, print ads, website, or corporate identity?
• A brief overview of the organization
what do they do? How long? etc
• List of business and design objective
• Target audience and demographic information
What are the gender, age, education, income level, social economic
level, etc
• Unique attributes of the product/service
What are the customer’s perception? Why they choose the product?
• The competition
What are the competitors? What strength and weaknesses?
• Creative approach
what is the visual problem and what are the steps the designer will take
to solve it?
Target audience

To get clear understanding of what the target

look at all aspects of
audience will respond to,
their lives, from jobs to hobbies and
interests. Demographics such as an age, gender,
education, income level, and social economic level
are equally important considerations.
Sample of creative brief form
“If you want to be a well-paid
designer, please the client.
If you want to be an award-
winning designer, please
yourself.
If you want to be a great
designer, please the audience.”
(Unknown)
Route#03
Developing Concept

Thoroughly analyzing design problem through

writing exercises allows the designer to later
translate abstract ideas or rough concept into
poignant visuals that will connect with the target
audience and deliver its message.
The Designer as a Writer

Using the written word, the designer combines

fragments of thoughts or ideas into refined
concepts.

It is often easier to think about complex or

abstract ideas in words that will provide clues as
to how to solve a design problem by using visual
symbols and metaphors.
Route#04
Visualizing Ideas

Drawing is essential to solving design problems

since ideas must be translated from written form
into image that communicate with the audience.

Sketching is part of the process designers use to

visualize and explore various concepts.
Thumbnail & Layout
Quick thumbnail sketches allow them to quickly
ascertain which are the best ideas and which
elements, such as perspective, subject matter,
form, spatial relationship, text placement, graphic
treatments, and composition, need to be
addressed before presenting concept to the client
or moving to the computer for rendering or
refinement.
A solid concept is the necessary
foundation of any good design.
Thumbnail & Layout
Thumbnails sketches quickly help the designer
validate an idea. Sketch do not need intricate
detail and use annotations to further expand
upon the idea.
Thumbnails not only determine the placement
of the design elements, they also help
determine how a dimensional piece will be
constructed.
Route#05
Media Selection/ Implementation
The next phase is selecting the right media and its
specifications. Some of specifications to be
mentioned are materials selection (kinds of paper,
weight, plastic, etc), size, dimension, binding,
fininshing, timing (when) and place (where) to
apply.
A more holistic approach and knowledge of print
production issues are absolutely vital to the
designer.
Profile Boards: visualizing data

01. Product Profile Board

Visualizing product characteristics: uniqueness, packaging, label,
ingredient, etc

02. Audience/ Customer Profile Board

Shaping who are they, age, social economic level, hobby, fashion, style,
etc

03. Competitor Profile Board

Visualizing product main competitor: uniqueness, packaging, label, etc

04. Visual Approach/ Design Mood Board

Visualizing sample of color, typography, design style, etc
PRODUCT PROFILE BOARD
COMPETITOR PROFILE BOARD
AUDIENCE PROFILE BOARD
VISUAL APPROACH/ DESIGN MOOD BOARD
VISUAL APPROACH/ DESIGN MOOD BOARD
ASSIGNMENT
ONE SERIES OF BIG PROJECT FOR WHOLE SEMESTER:

SELF PROMOTION CAMPAIGN

Design a self promotion identity piece or campaign to promote
yourself.
You can experiment with various promotion design such
as advertising and object design for self promotion purposes.
Student will explore design strategies, in which to show
your skills to your target audiences (graphic design studio).
Successful promotion provides powerful communication and will
bring you and your brand to the forefront.

A. CONSIDERATIONS OF VISUAL CONCEPT DEVELOPMENT

A successful design communicates its message directly and
powerfully through
visual impact, interesting color, graphic/image and text
combination.

1. MEMORABLE
Clear and unique concept always makes target remember brands
2. TIMELESS
Trends come and go. Don’t follow the pack. Stand out. Trends are
trends. As brand your logo to stand out all day every day. As
brand you want to stand the test of time. Pay attention to
balance of specific elements and capture the relevant features.

3. INTERACTIVE COMMUNICATION
Consideration of visual unity and harmony between 2D layout and multi-media is
an important task in idea development. Interactive function and aesthetical
visualization brings a good attention to consumers. Discover inexpensive
production with innovative structures.

B. POSSIBLE MEDIA CHANNELS OR TYPES

Apply your design concept to these following media:
1. 2D Print: Your logo and portfolio book
2. Multi-Media Mini site, portfolio online, video any other use of social etc.
Students Will Follow a Specific Design Process:
Week 1-4
Creative Brief - Develop a creative brief that outlines goals & objectives and
audience (graphic design studio, .
Week 5-7
Research & Discovery - Create a project folder with research, sketches reference
and related items. Create electronic case- book file with sketches, show research,
reference etc. Sketching and Conceptualizing - Do a brainstorming activity
generating ideas for design concept. Using research, graphic and conceptual
sources, begin designing.
MID-TEST
Week 8-12
Design Process/Rough Draft - Create a minimum of five thumbnail concepts.
Choose the best concept and create a tighter draft.
Week 13
Critique - Class critiques of work will lead to final design solution. Final
Presentation - Students will present final concepts print- outs mounted for final
critiques. They will explain concept as re-lated to research and design choices.
FINAL-TEST
 WEEK 1-7 MID-TEST WEEK 8-13 FINAL-TEST
(Developing Self Concept Book) (Final Self (Portfolio Book) (Final Portfolio Book
Concept Book submission)
submission)
SELF PROMOTION CAMPAIGN
ASSIGNMENT WEEK #01

Mind Map Yourself

There are three steps to mind mapping:
1. Brainstorming is a thinking process it can be done individually
or in a group.
-Use a piece of paper to write down everything you can
think about yourself individually and yourself in relation to
environment around you.
-Write down the name of the topic (your name) in the
center of the page (use the paper horizontally).
-Use key words or phrase to write your ideas.
2. Organize the information organize the information in
brainstorm by identifying the main categories
and linking the other information to those as follows:
-Circle the main categories (Personalities, Goals,
Appearance, Creations etc.)
-Connect sub-points to main categories.
-Use colors and visual where help.
3. Complete the mind map rewrite the information under
headings and sub-points to make the mind map easy to read. The
use of graphics and colors help clarify the mind map.
ASSIGNMENT WEEK #02
HELLO MY NAME IS
PROBLEM
Describe aspects of yourself using three nametags on the
given assignment sheet. In the top nametag create a typographic
solution; use the center nametag to create an abstract solution
and the bottom nametag to create an identifiable image. You may
select a single aspect, or three different aspects of your
personality.

Created by Richard Wilde/Judith Wilde, The Process.

Created by Richard Wilde/Judith Wilde, The Proce
Created by Richard Wilde/Judith Wilde, The Proce
All solutions are
depictions of
obsessive-
compulsive
behavior, is
executed as
typographic,

Created by Richard Wilde/Judith Wilde, The Proc

literal, and
abstract
interpretations.
 nametag 01
(typographically
describe yourself)

Hairness.

Created by Richard Wilde/Judith Wilde, The Proc

Emotionally
complex.

Techno-wizardry

Gloominess

Despondency
 nametag 01
(typographically
Depicts
describe yourself)
A personal
relationship
Deals with
with speed
religious
(cars).
beliefs.

Created by Richard Wilde/Judith Wilde, The Proc

Explore the
genre of graffiti
to express
rebellious
behavior.
 Created by Richard Wilde/Judith Wilde, The Proc
insomnia
obsessive

multiple personality
The End