Graphic Design: From Sketch to Screen (Part 2)

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Have you ever wondered how those captivating graphics on websites and social media platforms are created? Exceptional graphic design doesn’t just happen by chance. It demands a well-planned, thorough process that blends creativity, strategy, and a healthy dose of persistence. 

In part two of our three-part guide, we’ll explore the graphic design process and break it down into easily understandable pieces. Learn more about the essential steps of a creative brief, and the importance of research and inspiration in informing the design decisions and creating effective visual communication. 

Part 2: Steps of the Design Process

The Creative Brief

The creative brief sets the foundation for a successful design project. It serves as a roadmap that guides designers in understanding the client’s vision, goals, and expectations. The creative brief is a document that outlines the essential details of a design project. It acts as a communication tool between the client and the design team and ensures everyone is on the same page. It provides a clear understanding of the project’s objectives, target audience, message, and desired outcomes. A well-crafted creative brief is crucial as it lays the groundwork for effective collaboration and ensures that the design aligns with the client’s vision.

Key Elements of a Creative Brief

A comprehensive creative brief includes several key elements that help designers gather the necessary information and insights to create impactful designs. These elements may vary depending on the project, but some common components include:

  1. Project Overview: This section provides a brief summary of the project, outlining its purpose, scope, and timeline.
  1. Objectives and Goals: Here, the client’s desired outcomes and specific goals for the design project are stated. Whether it’s increasing brand awareness, driving conversions, or conveying a specific message, understanding the objectives helps designers tailor their approach. 
  1. Target Audience: Identifying the target audience is crucial for designing with their preferences, needs, and expectations in mind. The creative brief should provide insights into the demographics, market research, and behaviors of the intended audience.
  1. Key Message and Brand Voice: The creative brief should articulate the core message that the design should convey. It should also outline the desired brand voice or personality of the design.
  1. Design Specifications: This section covers any specific requirements or constraints related to the design, such as dimensions, color schemes, typography preferences, or the use of specific brand elements, including the need to create a favicon that accurately represents the brand’s identity.
  1. Competitive Landscape: Understanding the competition and their visual presence helps designers identify opportunities for differentiation and ensure that the design stands out in the market.
  1. Budget and Timeline: The creative brief should include information about the project’s budget and timeline to set realistic expectations and facilitate proper planning and execution.

Research & Inspiration

Once we have a solid creative brief in hand, it’s time to get inspired. Research is one of the most vital parts of the design process. During this phase, designers may explore various aspects such as industry trends, target audience behavior and preferences, and competitor analysis. These insights can create unique and effective solutions that stand out in the market.

Inspiration is the fuel that drives creativity. It helps designers expand their visual repertoire and bring fresh ideas to the design process. To gather inspiration effectively, designers visit art galleries, exhibitions, and engage with other designers through online communities, forums, or social media platforms. Mood boards are a valuable tool for collecting and arranging images, colors, textures, typography, and other visual elements that capture the desired look and feel of the design.

Final Thoughts

Graphic design is not just about aesthetics, but also about meeting business goals. Effective marketing materials like brochures, packaging, and ads can engage audiences, communicate messages, and drive sales. Clever design and compelling visuals can shape consumer perceptions and create emotional bonds. By tapping into graphic design, businesses can improve their brand, draw in fresh customers, and enjoy lasting success. 

Need a hand with all things visual for your business? Contact us today to learn how the full-service digital marketing experts at Fisher Green Creative can help.

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Janella Malapad is an outreach specialist at BrandCrowd, an online creative marketplace that helps start-ups, businesses and entrepreneurs find and create their perfect logo and graphic design templates. She spends her free time playing volleyball and reading the captivating landscapes of poetry.

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