Phase Two: Design Development
Once the proposal or estimate is accepted and everybody agrees on the details,
I roll up my sleeves. I begin by researching different graphic styles, images,
color combinations, typography and keywords. Rough sketches, or "thumbnails," are
scratched out to begin to breathe a bit of life into a concept. Some things
work, some things don't. I edit the ideas down to the ones that make the
most sense for further development. I generally present three concepts for
my clients for review. Writing takes place during this phase and text is
submitted for approval along with the preliminary designs.
A detailed comprehensive layout, or "comp," is prepared, based on the approved direction. During this phase, quotes are tightened up from various suppliers and team members. Layout adjustments are made, photography and/or illustration takes place and things generally take shape. The final comp layout, with text and images in place, is presented for approval prior to printing or, in the case of a website, the launch.
In the case of a website, and sometimes a print project, I create a development site on my server. Via this password protected area, my clients can view the site layouts in progress, status reports and design notes on their schedule.
My goal is to keep my clients well informed each step of the way. It helps to avoid those little things that may become big headaches.
Depending on the budget, audience feedback is gathered to insure the design is on the mark. When there isn't a budget for formal focus groups, I'll often use a variety of online forums to test the design(s).
