The Multimedia Design Process - Lesson 2 PDF

LESSON 2 THE MULTIMEDIA DESIGN PROCESS Presented by Laudimer C. Hingada  PRESENTATION OBJECTIVES Understand the Multimedia Design Process Demonstrate skills to do proper design research making THE DESIGN PROCESS  WHAT IS DESIGN PROCESS? The Design Process is an ap...

LESSON 2 THE MULTIMEDIA DESIGN PROCESS Presented by Laudimer C. Hingada  PRESENTATION OBJECTIVES Understand the Multimedia Design Process Demonstrate skills to do proper design research making THE DESIGN PROCESS  WHAT IS DESIGN PROCESS? The Design Process is an approach for breaking down a large project into manageable chunks. Architects, engineers, scientists, and other thinkers use the design process to solve a variety of problems. The design process describes the different stages of a design project. It can be broken down into four sub-processes (definition, creation, feedback, and delivery) and consists of 9 single steps. This approach can be used for almost every design project.  DESIGN PROCESS PHASES Definition Phase Creation Phase Feedback Phase Delivery Phase Step 1: Creative Brief Step 4: Sketching Step 7: Presentation Step 9: Final Delivery Step 2: Design Research Step 5: Design Building Step 8: Revisions Step 3: Mood Boarding Step 6: Refining Process  STEP 1: Creative Brief This is the first in the design process. It helps the designer learn more about the needs of the client. This step is critical since the designer needs to gather as much information as possible about the client, his or her company, and his or her project expectations. 10 POINTS EVERY CREATIVE BRIEF SHOULD CONTAIN 1. Background Information – What business is your client in? 2. Unique Selling Proposition (USP) – What makes your client’s service or product special? 3. Objectives – What are the goals for the project? When is it a success? 4. Target Audience – Who are the customers of your client? 5. Position and Major Competitors – How is your client positioned compared to his competitors? 6. Deliverables – What should you deliver? 7. Tone of Voice – What is the company’s (or brand’s) personality? 8. Likes and Dislikes – What are examples of things your client likes and dislikes? 9. Budget – How much is your client willing to invest? 10. Timeline and Milestones – When is the final deadline? What are the milestones?  STEP 2: Design Research In essence, design research is the art of observing what people say and do, and then using intuition to reasonably perceive what they think and feel. Unlike more traditional forms of market research, design research is not about confirming a hypothesis or finding a solution. It is about finding stories, understanding motivations, uncovering delightful moments and unmet needs, and most importantly, having a genuine curiosity about how others experience the world. LINEAR REASONING vs LATERAL THINKING There are two main ways to approach a design brief in a concept development, linear reasoning and lateral thinking. Linear Reasoning Lateral Thinking Think of Linear Reasoning like moving through a city with a direct destination in mind, while Lateral Thinking is like wandering without a planned destination.  Linear Reasoning Linear Reasoning Linear reasoning is a strategic thought process. It follows step by step logic and follows a specific trajectory. This form of concept development is useful if you have a predetermined idea you are working towards. This is done by splitting the concept up into smaller components and working on each in a more manageable size.  Linear Reasoning Example of Linear Reasoning (1) Creative Brief: Torque (Cellphone Brand) Technology Communication Filipino  Linear Reasoning Example of Linear Reasoning (2) Creative Brief: Mang Inasal (Food) Filipino Food Delicious/Appetizing Chicken  Linear Reasoning Certain key concepts can be added in the development of the table: 1. Target 2. Look 3. Voice 4. Client Likes  Lateral Thinking Lateral Thinking Lateral thinking involves indirect exploration, generating less obvious associations for ideas. Lateral thinking emphasizes random, creative research, without the same focus on direction that linear reasoning has. Brainstorming is an example of lateral thinking.  Lateral Thinking Example of Lateral Thinking (1)  EXAMPLE OF LINEAR REASONING Lateral Thinking Lateral thinking involves indirect exploration, generating less obvious associations for ideas. Lateral thinking emphasizes random, creative research, without the same focus on direction that linear reasoning has. Brainstorming is an example of lateral thinking.  STEP 3: Mood Boarding A Mood Board is a visual tool that communicates concepts and visual ideas. It is a well thought out and planned arrangement of images, materials, pieces of text, etc. that is intended to evoke or project a particular style or concept.  STEP 4: Sketching Sketching is a distinctive form of drawing which designers use to propose, explore, refine and communicate ideas.  Thematic Variation Refers to the variation of design/sketches associated in the recorded words. These variations are influenced by researched ideas, starting from the representation of the concepts, to the choice of images, and to the selection of typeface.  Abstraction An aesthetic concept describing something that is drawn from the real but has been ”distilled” to its barest minimum form, color, or tone – often removed from the original context.  STEP 5: Design Production Process After producing the initial sketch and presenting it to a client, a designer can now collect these ideas and start working on final designs with different variations.  STEP 6: Refining Process This is the initial step in doing revisions and processing client requests in order to meet the expected or target outcomes for the design. This step should initially consider the suggestions from the client but should still refer to the results of the design research and creative brief.  STEP 7: Presentation This is where the formal presentation of the design takes place. It is essential that your design tells the story that you intend to and as a multimedia artist, one must be willing to listen to clients’ feedback and consider it in the development and revisions of the design.  STEP 8: Revisions and Approval This is where revisions and feedback takes place. As a multimedia artist, it is important to understand client revision and request and should know what is good and what is bad for the design, in consideration with ethics and design regulations.  STEP 9: Final Delivery This step refers to the turnover process of the from which the finalized design will be handed-over or endorsed to the client.  THE DESIGN PROCESS Creative Brief Refining Process Presentation Design Graphic Design Production Revisions Research Process Mood Boarding Sketching Final Delivery ACTIVITY  Part 1: Design Research Activity Group yourselves with 3 – 4 members and do a research (either lateral or linear) of the following creative brief: Creative Brief 1: Design a logo for a food business featuring Filipino specialties. The logo should be appetizing and at the same time, should project an image of affordable food option prices. Name of Company: Kanonon Creative Brief 2: Design a Christmas-themed Nokia Logo.