© Boardworks Ltd 2005 1 of 22 Introducing Graphic Products These icons indicate that teacher’s...

© Boardworks Ltd 20051 of 22

Introducing Graphic Products

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Learning objectivesL

earn

ing

Ob

ject

ives


what graphic products are

how the design process works

how to create design criteria by establishing the needs of end users.

To learn about:


We are surrounded by graphic imagery. It is everywhere.

On clothingOn packaging

On shops

On signs

On postersOn buildings

Graphic imagery

And in many other places too…


A graphic product is anything designed to communicate a particular idea or message.

What are graphic products?

Working drawings and diagrams are graphic products too.

3D models and prototypes designed to show the ‘look’ of a product are also considered to be graphic products.

Graphic products include images applied to 2D surfaces (for example, posters) or 3D objects (for example, packaging).


What are graphic products?


The design process


From the start of any project you should be working to satisfy:

A successful graphic product effectively communicates concepts to one or more of these groups.

The client.

The manufacturer

The purchaser

Starting a graphic products project


Communicating a concept


You can communicate a concept in a number of ways:

Communicating a concept

ICTSkilfully using programs, such as ProDesktop or Photoshop to present ideas.

3D models and prototypes Using cut-outs, models, prototypes and mock ups to convey ideas.

ImageryUsing appropriate images, diagrams and drawings.

Written communicationPresenting information in a logical, well organized written format.


The final outcome (the thing you make in the end) of your graphic products project might be a mock-up or prototype.

For example, if you were designing the casing for a hand-held radio, you would not make the radio itself – as a designer of graphic products you would produce a model of a radio with no actual working parts inside.

The purpose of a prototype is to communicate a 3D design. A prototype helps you to see your design in a clearer, more real way. Prototypes also allow you to test your design.

Mock-ups and prototypes


When designing any product, you must first identify a need. It would be a waste of time to spend ages designing and developing a product that nobody wants or needs.

Most products are designed for a specific client or customer. This can be an individual or a group of people.

You can use the customer to gather primary research and information – take time to find out what they want.

They can also provide you with invaluable assistance when you are developing and testing your final idea or prototype product.

Needs and wants of a customer


There are many ways to establish the needs of your customers and identify any market trends. They involve using techniques such as:


questionnaires

interviews

‘Gap in the Market’ assessments

product analysis.

First, you must consider how you are going to select people to gather information about.


Sampling techniques

Your sample is the selection of people you choose to answer your questionnaire.

The group of people from which you select your sample is known as the population.

On the other hand, your product may be aimed at a very specific group, for example, new mothers. Your population would consist of just that particular group.

The first thing you must decide is who you want to question. Your product might be of interest to all sections of society, in which case your population might be everyone living in the UK.


Sampling techniques


Questionnaires

These allow you to gather primary research about a specific area.

This questionnaire is asking about how often people go to the cinema. The results would help a designer working on a poster for a new cinema to get a better idea of what kinds of people might be most interested.


The questions are closed questions – they give a range of possible options. This allows you to focus your results on what you want to know.


Interviews

An interview gives you a more in-depth response than a questionnaire, as you actually talk to the customer.

It results in more detailed responses because the questions are left open, allowing the customer to elaborate on their motives and opinions.


An interview also gives you the opportunity to ask further questions that might be prompted by the customers’ answers.


‘Gap in the Market’ research

You can investigate the products that are already available.


Do these products fulfil the needs of consumers? You can mind-map products and ideas and identify areas where there are gaps in the market – a need that is unfulfilled.

Here is an example:


Product analysis should form an important part of the research you do at the start of your project. It tells you what products are on the market already, and how other designers have tackled the design problems you are now facing.

For example, you could evaluate a drinks container. The products should have been designed with the following questions in mind:

How durable is it? Is it easily damaged or broken?

How much does it weigh? You would want a container to be as light as possible.

Can you re-seal it to save some drink for later?

Is it attractive to the target market it is aimed at?

Product analysis


Here’s a table you might produce to evaluate four drinks containers.

Product analysis


Design criteria

Once you have gathered information from interviews, questionnaires, gap in the market research and product analysis, you need to use this information to make decisions about the product you will make.

You should write down your decisions to create a list of design criteria. These outline the criteria which your product needs to fulfil. Here is an example.

tickMust be made of plastic

Must use strong colours

Must not weigh more than 20 g

Must have transparent panel


Design criteria


Key pointsK

ey p

oin

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Graphic products are all around us and come in many forms.All graphic products are designed to communicate a concept.Graphic products should be designed with the needs of the end user in mind.Extensive research is necessary at the start of any graphics project.The results of end user and product research should be used to create design criteria.

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