Communications:

• Visual Communications by Design
• Discovery: Information Mining
• Design: Hotwiring the Imagination
• Delivery: The simplest part of our process.

Visual Communications by Design

Many times designers have had to respond to the comment that what we do is not rocket science, but actually by definition it actually is more of a science than one would think.

By definition our design process has a science flavor...

vi•su•al (vzh-l)

adj.

1. Of or relating to the sense of sight: a visual organ
2. Seen or able to be seen by the eye; visible: a visual presentation; a design with a dramatic visual effect.
3. Done, maintained, or executed by sight only: visual navigation.
4. Having the nature of or producing an image in the mind: a visual memory of an image.

com•mu•ni•ca•tion (k-myn-kshn)

n.

1. The act, art or process of communicating or transmitting a message, story, idea, memory, identity, brand.
2. The exchange of thoughts, or information.
3. Something communicated; a message, story, idea.
4. The means, system, technology or science of communicating, such as print, television, radio, web, etc. for sending and receiving messages.

de•sign (d-zn)

n.

1. To conceive or fashion in the mind; invent, to formulate a plan for; devise: design a marketing strategy and support collateral for an identity, brand product.
2. To plan out in systematic, usually in a graphic format: design a building, brochure, website.
3. To create or contrive for a particular purpose or effect.
4. To have a goal or purpose; intention.
5. To create in an artistic or highly skilled manner.
6. To make or execute plans.
7. To have a goal or purpose in mind.
8. A plan, a process, a reasoned purpose, intent (a science); to develop a design.

The basic science of Visual Communications by Design has been:

1. Discovery: Information Mining

A little research & background exploration that gives you quantifiable and possibly qualifiable data about an industry or company's current personality, attributes, benefits, culture, DNA Fabric, etc. What separates them from their competitors or will make an emotional connection with a targeted consumer->

2. Design: Hotwiring the Imagination

Brainstorming - Thought Mapping, exploring Visual Metaphors, or Words that will drive an IDEA.

Sketching - Rough visual translations from brainstorming and exploring A Variety of Concepts.

Reviewing - Sharing your IDEAS and CONCEPTS with your colleagues...then generating more IDEAS.

Refining - Implementing IDEAS from your colleagues for better visual definition.

Review - Sharing your IDEAS with your colleagues.

Finalize - Preparing compelling design solutions for presentation to the client.

As a BIG PART of the design process, we designers are always thinking about, incorporating and integrating...universal Design Principles & Core Design Elements - which are benchmarks or keystones for developing sophisticated visual communication concepts and solutions.

Primary Design Principles:

1. Unity 2. Variety 3. Hierarchy 4. Proportion

Secondary Design Principles:

1. Scale 2. Balance 3. Rhythm 4. Repetition 5. Proximity &. Space

Core Design Elements:

1. Shape 2. Line 3. Size 4. Color 5. Texture 6. Typography 7. Application Format

Why is this important-> These simple yet sophisticated rules guide us.

For instance, Unity is when all elements relate to each other, Rhythm movement or the way the eye is controlled, or Proximity & Space the relationship between core element, use of White or negative space.

3. Delivery: Which might sound like the simplest part of our process.

This is where the rubber hits the road...making sure what has been designed is developed and executed to industry standards:

Present Design Solution(s) to Client:

1. Get Feedback. 2. Refine & Review. 3. Finalize.

Execution or Application of the Design Solution:

1. Printing. 2. Sign Manufacturing. 3. Apparel Manufacturing. 4. Archiving and Educating Clients. 5. Art Direction.

Design Solution Internal Review: (After completion)

1. Pluses. 2. Minuses. 3. Etc. What could have been done better?

This was just the Reader's Digest version of Visual Communications by Design as part of Developing a Visual Identity Design Solution for our clients; that will inform, educate, influence, persuade, provide a visual experience, and make an emotional connection with key benefits, characteristics for there company's brand.

Now, you can see what we at do at go(123)design is like a science.