How I Design.
I always like to see how other people work. Some dive right in, some people take their time with research, and others like to look through books and magazines for inspiration. I think I have done all of these at some point, but have now refined it to fit me. So here is a look into how I approach a project.
1) I make sure I have a firm grasp of the project. This is the most important part for me, even more important than the art itself. I tend to look at marketing as telling stories, and I need to make sure I understand what the story is. What is the main theme, who are the characters, and what should the ending look like? I need to understand this story so well that I can see every part of it. I need to understand how not only the author sees it, but how the reader will see it, and what emotions it will cause. To me if the viewer feels nothing, I have failed. OK, I think you get the point.
2) Now that I have figured out the story and what the reaction should be, I can gather my materials. Depending on the project I will use a mix of photos, illustration and typography. I tend to hit up istock the most, but also look at getty and veer. I would do more custom illustration, but to be honest I suck at that. I will gather as many photos and illustration that I think will fit, then narrow them down to what will work. So now I have all my materials. Time to paint!
3) OK, it is design time. This part comes pretty fast for me. Before I do the art I tend to have a layout in my head, so now I just put it together. I first do a rough drawing of the layout to make sure all info will fit. Then I start putting them together. I tend to tweak it some to make sure it looks right, and then I stare at it. I will stare at my screen and move things up 1 pixel, left 2 pixels until I feel comfortable with it. Then I print it out and stare some more.
4) And here is the last part, the creative team. I am blessed to work with a amazing team, all who I respect for different reasons. I will send them a pdf of the project and ask for their advice. Some times I take it, and sometimes I don’t, but I am always glad I ask. Now it is time to send to the client, and they will change everything I did. Only half kidding.
So with all that said, how do you work? Share your ideas with us, and who knows, I might start a new system.
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