eBook - ePub
Managing the Design Process-Concept Development
An Essential Manual for the Working Designer
Terry Stone
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- 208 pages
- English
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eBook - ePub
Managing the Design Process-Concept Development
An Essential Manual for the Working Designer
Terry Stone
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About This Book
This book illustrates the point where theory meets practice in the design studio environment. This book examines design management concepts and methods in real-world applications. Unlike other books on design management, this book is visually stunning, featuring many image-rich case studies to illustrate the fundamentals of design management in a way that speaks to a design audience. The information is not something that is typically taught in design (or business) schoolāit's learned on the job, making this an invaluable reference for designers.
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Information
Topic
DesignSubtopic
GrafikdesignChapter 1
Applied Creativity
Creativity in a Business Environment
Design is a process, a service, a way of thinking, and an activity that results in objects, systems, artifacts, and outcomes. These results must all work aesthetically, functionally, and commercially. In short, design is applied creativity.
Design is not just for designers. At the very least, it involves a clientāsomeone with a problem, goal, or objectiveāwho engages the designer to provide solutions or meet needs. Design can serve a person, company, product, service, or idea. The client usually has someone they are directing these efforts towardāa customer, community, or audience, and it is typically commissioned by one person, but intended for another. According to AIGA, the professional association for design, āThe act of designing is an inherently powerful act. In that act, we share the stage with CEOs, government officials, civic leaders, passionate activists, and fellow citizens.ā Getting a handle on the collaborative nature of design required to deal with all these variable factors is no small task.
The Design Council UK says, āGood design is a quantifiable benefit, not a cost. Its value can be measured economically, socially, and environmentally.ā Design is a balance of many factors, some objective and some subjective. Clientsā business or organization requirements, technical parameters, cost and time constraints, are all measurable and objective things. While aesthetic preferences, interpretations of design elements like color and form, emotional reactions, and cultural influences are all subjective.
Everything manmade is designed by someone, so it makes sense to consider exactly how and why things are designed. Every businessā requires a designed identity, environment, business papers, sales and marketing materials, and a website. Itās inevitable. Recognizing this and investing in a great design, rather than letting it just happen, is a key ingredient in every successful business.
More and more, clients recognize the value of design. But not every client really understands how to work with a designer. Getting the best out of their design consultants, participating in the process, and effectively interacting with creative people takes practice. Some clients do it over and over. There are individuals who are tasked with this job in large organizations. Small business owners may hire a designer once and rarely after that, simply maintaining the design they started with.
Many designers have trouble managing the design process on their end as well. They have trouble planning and implementing. There are myriad details to deal with, and lots of personalitiesāfrom clients to design team to outside suppliers. When you boil it all down, the actual creative act of ideation, is about thirty percent of the project, with seventy percent of the time dealing with issues of facilitation, communication, technology, relationships, expectations, technical specifications, manufacturing, etc. In short, any given job will be largely dealing with management of the design process.
Defining Designās Power Role
Everything, but especially communication, is becoming increasingly complex. Things change so rapidly due to technology and new ways of interacting as human beings. It had given us more connectivity, but in many ways, less time to enjoy it. Plus product life cycles are shorter, and there is increased competition and a much higher demand for productivity and quality. There is also simply so much competition for everyoneās limited attention. We may have become multitaskers, but you have to wonder how well any of us is accomplishing the task at hand. With increased capabilities there are also increased expectations; therefore, thereās no feeling of ever really āadvancing.ā
The power of design is that it helps us to rise above these conditions and gets people connected with products and services in real and meaningful ways. Some things clients can expect design to help them accomplish:
ā¢ Establish or improve an image
ā¢ Identify them (clearly show who/what they are)
ā¢ Articulate the brand, its mission, and promises
ā¢ Differentiate them, make a product or service stand out from competitors
ā¢ Alleviate uncertainty and confusion in the marketplace
ā¢ Understand and track performance against competitors
ā¢ Boost aesthetic appeal
ā¢ Cut through overwhelming amounts of information
ā¢ Properly position the product or service
ā¢ Develop targeted message
ā¢ Package a product or service
ā¢ Communicate the benefits and advantages of a product or service
ā¢ Establish or improve customer connections/relationships
ā¢...