Graphic design
is an intellectual as well as a creative process, requiring critical and analytical thinking skills as well as abstraction. Graphic artists are adept at finding appropriate, appealing and effective visual solutions to communication problems. In fact, the goal of graphic design is efficient and expedient conveyance of an idea or message. To the casual observer, the graphic design process may appear to be nothing more than fun and games or an innate creative talent. Those with a greater understanding of the complex graphic design process appreciate the thoughtful reasoning and emotional energy that is put into creative problem solving.
Research Comes First
Graphic designers work on many different kinds of projects such as logos, catalogs, packaging, books, magazines and websites. All design projects begin with a blank sheet of paper or an empty computer screen. Starting with nothing, the graphic designer becomes an investigator and researcher. He must seek out information from various sources. This may involve interviews with a client, studying the competition and market research trips. It also requires staying connected to the world and paying attention to visual and multimedia communication trends and technology.
Conceptualizing
Some graphic designers visualize a concept in their heads before they put a pencil to paper or turn on their computers. Others have to "think out loud" by sketching thumbnails or doing quick digital layouts. Most designers would say this exploratory part of the process is by far the most exciting.
Computers have greatly enhanced the graphic designer's ability to produce concept work that is highly representative of the finished product. Years ago, graphic artists labored to produce marker renderings, "marker comps," to present their ideas for feedback and client approval. Needless to say, time constraints limited the number of ideas that could be developed for each project. Computer graphics programs help artists to develop high-quality concepts quickly, freeing them up to approach a project from many different directions.
It is important to note that computers are not capable of designing anything. They are tools much like any other artist's media.
Composition and Design
Whether creating a logo or a magazine page, graphic designers must know select and arrange visual elements---type and images---to not only please the eye, but to also "lead" the eye through the composition. Graphic designers do not just "plop" things on a page. Rather, every element has a reason for being and a purpose for placement. Most professional graphic designers are trained in areas such as typography, color theory, drawing, composition and design as well as in computer graphics programs.
Presentation
In most cases, the graphic designer is preparing work for someone else. Therefore, he must be able to deliver quality representations of their concepts to other decision makers. This stage of the graphic design process usually involves physically presenting the work to a client and explaining the logic behind the art. Graphic designers must learn to accept criticism constructively and to be open-minded to others' suggestions.
Revision and Final Execution
Graphic designers are service providers. More often than not, clients request that changes be made to the original concept. Unless the changes are comprehensive, they can be incorporated into the final design.
Executing a design concept is transforming it into a finished, workable product. This requires a thorough knowledge of production processes. Many graphic designers specialize in a particular area such as print or web design.
