Chapter2- The Complete Graphic Designer Synopsis

In Chapter two of The Complete Graphic Designer one of the first issues discussed is that of the importance of color. As designers color is a tool that may be used in order to better portray a message, or make a message clearer. What many of us may not realize is that color in the western world may have a completely different meaning in the east. This was one of the major points to take away from in the first section. The next section of reading discusses how to approach a design project. Much of design happens far before the designer is actually able to sit down at a computer. This may be due to the designer having preconceived notions as to the way the design of a certain product or company should look or function, or even how it could work better. Chapter two recommends that the designer asks him or herself a set of questions in order to get on the right track for the project. These questions include asking about the company history, core values that need to be addressed, competitive advantages, the target audience, and how is the audience going to benefit from the resulting design. The first step in any design project is to conduct research. Research may be the most important step in the design process. The research is what helps you determine not only the problem with the current design, but how a solution is going to be achieved and also define the overall direction of the project. After thoroughly researching anything and everything related to the project it is time to develop a creative brief. A creative brief will help to address both the questions and the answers to the design problems at hand.This may include things such as budget, deadlines and the final deliverables of the project. In the creative brief one of the most important questions worth asking is, "what exactly is the problem that needs solving?". After defining this issue, it is a good idea to have an organizational overview that includes things such as a calendar with specific deadlines and a list of final deliverables. It is also important to address the specific needs and interests of the intended audience. This may include anything from the jobs of the targeted audience to what they do on their free time. This is when the brainstorming begins. It is a good idea to write down anything that comes to mind in order to be able to draw from later, even if the idea at the time seems pointless or irrelevant, it may come in handy at some point throughout the project.This is what the book calls "idea incubation". Once this has been completed it is time to start bringing concepts and different approaches to the table. Once the strongest concepts have been chosen, then refinements must be made to those and this is a long process. You can spend hours upon hours creating iterations of only one idea, however it is important that when presenting these iterations to the client that you don't overwhelm them and give them too many options to choose from, otherwise it will make it tough for them to narrow down ideas. Once these ideas have been finalized, it is time to implement the product. Following these steps are extremely important in order to successfully implement both creative and effective designs that will suit the client.