Introduction to Graphic Design Methodologies and Processes

Understanding Theory and Application

John Bowers

• Publisher: Wiley
• Year: 2012
• Print ISBN: 9780470504352
• eBook ISBN: 9781118157510
• Edition: 1
• Topic: Design
• Subtopic: Graphic Design

A concise, visually based introduction to graphic design methodologies

Graphic design has emerged as a discipline complete with a body of scholarly literature devoted to its underlying theory. Introduction to Graphic Design Methodologies and Processes contributes to this expanding discourse by illustrating the value of qualitative and quantitative methodologies in guiding conceptual development in ways beyond those based on taste, style, and personal preference. Introduction to Graphic Design Methodologies and Processes:

• Introduces a range of practical methodologies pertinent to the interpreting, targeting, and creating of forms and messages
• Furthers the ability of designers by showing them how to design creatively, collaboratively, and strategically, and as a result, helps them move from form-makers to cultural participants—a transformative trend for design professionals
• Includes case studies with questions and answers contributed by a diverse group, including Second Story and Sol Sender

As professional designers play more strategic roles, the need for material on design methodologies is growing. This concise, visually based introduction to the topic is the designer's definitive resource for defining their purpose, and producing work that is original, appropriate, responsible—and inspiring.

Chapter 1

• Concepts
• Researching
  • Information
  • Forms
  • Approaches
  • Methodologies
  • Processes

This chapter introduces research methodologies and creative processes.

Looking Broadly

Every day we use a variety of methods and processes to accomplish daily tasks and ensure desired results. At the grocery store, for example, we may carry a list of needed items, go through the aisles in a chosen order, and check our receipts on the way out. Such steps are led by a point of view, guided by experience, and often applied subconsciously.

Similar to developing routines and approaches that help us in our everyday lives, becoming familiar with and fluent in graphic design methods and processes can help us solve design problems. Each design problem is unique, yet related to other visual systems and to society at large. Competency in a range of approaches is required to inspire viewers and users effectively and to guide their responses.

1.1 Voter ballot, 2002
Client: Oregon Election Commission Gretchen Schulfer
The redesign of a voter ballot resulted in a clearer presentation of choices and party affiliations, more accurate selections, and quicker tabulations.

Research

In the broadest sense, research is the search for knowledge and advancement in a deliberate and engaged, if not systematic, manner.

Epistemology

This branch of philosophy studies knowledge, questioning what it is and how it is acquired.

Information

Gathering information and making sense of it are critical to leading a fulfilled life. Ways of gaining information can be organized into two primary groups.

Experiencing, Doing, and Sharing

This grouping describes learning from the accumulation of direct experience of participating and doing, including sharing knowledge with others. Traveling to a new place and telling stories about your experiences is one example.

Observing, Listening, and Reflecting

This grouping describes an active search for knowledge outside your immediate experiences, analyzing that knowledge, and perhaps testing it. Reading about a place where you've never been and discussing it with others who have been there is one example.

1.2 Predominant ways of gathering information
Information is gathered through our senses, analyzed through cognitive processes such as communication, learning, and reasoning, and shaped by our experiences, needs, and desires. Information acquisition can be actively sought or passively absorbed.

Learning by Doing

This theory refers to gaining knowledge through practice, by repeating a set or sets of actions to improve the outcome over time.

Forms

Given the complexity of contemporary design problems, research forms are often applied in combination.

Ethnography

Employed in advertising and some forms of persuasive graphic design such as identity design, ethnography involves the observation of a cultural group and analysis and interpretation of the group's patterns.

Experimental

This form of research is based on experimentation with select variables such as font size or weight. It is used throughout virtually all design activities.

1.3 IDEO Method Cards, 2003
IDEO

1.4 Research forms
Many graphic design activities employ multiple research forms. IDEO method cards blend ethnographic and narrative research to target audience preferences and trends.

Research Forms

Dominant research forms used in graphic design include the following:

• Case study (description and analysis of an activity)
• Ethnography (interpretation of a cultural group)
• Experimental (experimentation with select variables)
• Narrative (understanding individual experiences)
• Phenomenology (understanding the essence of experiences)

Approaches

Information can be acquired in a multitud...

Table of contents

• Cover
• Title Page
• Copyright
• Acknowledgments
• Introduction
• Problem Seeking and Solving
• Chapter 1: Looking Broadly
• Chapter 2: Interpreting
• Chapter 3: Targeting
• Chapter 4: Creating
• Chapter 5: Looking Closer
• Timeline
• Terms
• Study Questions
• Exercises
• Endnotes
• Bibliography
• Index
• Image Credits
• Essay