As a creative individual I find myself constantly analysing and immersing myself into the world around me, both within the creative industry and in day to day life. I don’t often, however, take a step back and consider how I go about the observation and creative process within my practice. The design process is crucial to the success of a brief, by allowing the mind to work systematically yet freely around the project you can ensure all avenues will be explored.

There is no rule book as to the exact design process every designer should take, however, in general there are a few elements that appear in every practice:

-Initial Ideas              -Research             -Development            -Evaluation

Once a brief has been given it is essential that the brief is unpicked or re written by the designer so that a clear aim is established. Ultimately the whole process relies upon the required outcome being at the forefront of each feature of the process, so that each element has purpose. After the aim has been made clear we can begin with initial thumbnail sketches, mind-maps and brainstorming can commence. These allow the creative process to begin to flow, whilst still paying attention to the direction of the brief.

After this the process can become personal to how each designers works. Although constant evaluation is vital from both yourself, the client you are working for and the public (in particular the target audience of the brief). This will ensure that the project stays on track and allows for changes to be made easily along the way rather than reaching a final design that does not meet the clients or audiences needs.

Research will allow you to gain the knowledge surrounding the culture and market that your brand will fit into. Consequently you can grasp the opportunity for unique selling points (USP) and use appropriate graphic techniques that will appeal to the audience you aim to target.

Ultimately the process will not be straight forward, every brief is different, every client is different and so is every designer. There will be back tracking as issues arise and new research is gathered meaning the process may go back to step one more than once.

The thing to remember, however, is that taking steps back result in a lot more steps forward.