The Image Works Studio Design Process
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Transcript of The Image Works Studio Design Process
8/8/2019 The Image Works Studio Design Process
http://slidepdf.com/reader/full/the-image-works-studio-design-process 1/20
3859 Centerview Drive, Suite 400, Chantilly, VA 20151 • (800) 305-8573 • www.imageworksstudio.com
Beyond Branding
Presented by
Scott Margenau, Chief Brand Strategist
ImageWorks Studio
The Design Process:Thinking and Performing Outside the Box
8/8/2019 The Image Works Studio Design Process
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Beyond Branding The Design Process
What We’ll Cover
• Dene Design.
• Discuss “Old School” Methodologies and why theydon’t work in today’s technology-driven marketplace.
• Share with you a New Model that stimulates the
creative process and maximizes results.
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Beyond Branding The Design Process
What is Design?
Design is the thought process, planning,and
artistic endeavors that results in the creation
of an entity.
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Beyond Branding The Design Process
The Rational ModelPre-production design :
• Design brief or Parti – an early (often the beginning) statement of design goals
• Analysis – analysis of current design goals
• Research – investigating similar design solutions in the eld or related topics
• Specication – specifying requirements of a design solution for a product (product design
specication) or service.
• Problem solving – conceptualizing and documenting design solutions
• Presentation – presenting design solutions
Design during production :
• Development – continuation and improvement of a designed solution
• Testing – in situ testing a designed solution
Post-production design feedback for future designs :• Implementation – introducing the designed solution into the environment
• Evaluation and conclusion – summary of process and results, including constructive
criticism and suggestions for future improvements
Redesign – any or all stages in the design process repeated (with corrections made) at any time
before, during, or after production.
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Beyond Branding The Design Process
Why “Old School” Methodologies Don’t Work
• Designers do not act as the rational model suggests.
• Unrealistic assumptions – goals are often unknownwhen a design project begins, and the requirements
and constraints continue to change.
• It’s more outdated than the Macarena!
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Beyond Branding The Design Process
The “Creative” Design Model
A model based on components of BOTH popular
design models AND real world experience.
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Beyond Branding The Design Process
The “Creative” Design Model
Benets:
• Design uses creativity and emotion (as opposed to anengineered philosophy)
• The process is exible and intelligent
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Beyond Branding The Design Process
The “Creative” Design Process
• Design Discovery
• Idea Generation
• Design Phase
• Revise, Enhance, Enhance, Finalize
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Beyond Branding The Design Process
Design Discovery
• Research: Spend the time to get to know the industry
(internal or external), use and history of the design
project. Study other designs that have worked andeven those that have failed.
• Dene the audience: (Psychographics) Who are
they? What are their personalities? What do they like
or dislike? What matters to them? What is their workenvironment like?
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Beyond Branding The Design Process
Design Discovery
• Design Requirements: What mediums are
necessary to engage the client audience and what
design tools and technologies will be used tocomplete the project?
• Set Design Goals: What are we trying to
accomplish and why? What problem does it solve?
What look and feel should it emanate?
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Beyond Branding The Design Process
Idea Generation
• Brainstorming
• Mind Mapping
• Visual Direction
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Beyond Branding The Design Process
Brainstorming
• Establish a time limit. Break the time into components
of the project.
• Start brainstorming! Always start with dening the
project and your goals.
• After you have nished brainstorming, review your
ideas and plan a follow up session to make decisionsabout the presented thoughts.
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Beyond Branding The Design Process
Mind Mapping!
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Beyond Branding The Design Process
Visual Direction
• Visual Direction brings compelling, benet-oriented content
together with imagery that reinforces your mission message
in order to get a customer’s attention and motivate them to
take a desired action.
• After Brainstorming and/or Mind Mapping, Visual Direction
describes what the design will do and gives insight into what it
will look like.
• Visual Direction can save lots of time and makes sure you
aren’t “barking up the wrong tree.”
• Get an approved Visual Direction before starting any project.
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Beyond Branding The Design Process
Design Phase
• Idea Generation as a basis. Think: “no limits.”
• Determine Design Elements:- Imagery (What imagery will you need to buy, shoot, alter, etc.)
- Textures
- Buzz Words, Slogans, Tag Lines
- Color Scheme
- Typography and layout style
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Beyond Branding The Design Process
Design Phase
• Continuity – provide guidelines to dene examples of the
design elements and their application and variation throughout
multiple mediums such as print, web and multimedia/video.
Creates visual continuity enforcing the business or missionmessage by consistent communication in all mediums.
• Customization – What level of customization is required?
Will you need to make your own charts and graphs? Consider
doing a mini discovery and idea generation for each of these
additional components.
• Proofs – How will your project be proofed? Plan for the
presentation, when required.
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Beyond Branding The Design Process
Revise & Enhance
• Don’t be satised
• Second guess everything
• Seek opinions of your “Circle of Inuence” and people
you trust
• Sleep on it….
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Beyond Branding The Design Process
Revise & Enhance
• Sleep on it some more…
• Cleanse your palette with ginger root. Drink Green tea, take
some Echinacea.
• Re-analyze your design with a fresh mind, and a new
objectivity.
• Revisit your idea, your visual direction, your designcomponents.
• Repeat and perfect.
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Beyond Branding The Design Process
Summary
• Design is the thought process, planning, and artistic
endeavors that results in the creation of an entity …
• The Rational Model Doesn’t Work
• The Creative Model DOES work!
• The Creative Model has four phases: Discovery, Idea
Generation, Design, Enhance & Revise.
• The Creative Model works freeform, not sequentially. Feel
free to bounce around to perfect your designs!
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Beyond Branding The Design Process
Thank You!
You can download this presentation at:
www.imageworksstudio.com/designmodel
Scott Margenau
Founder & President
ImageWorks Studio
For more information about our company, philosophies, and processes, please
visit www.ImageworksStudio.com or call us at 1-800-308-8573.